Despite being a recommendations-focused newsletter, Blackbird Spyplane forgoes lucrative affiliate links. This clarifies their business model, ensuring their only obligation is to paying readers. This removes conflicts of interest and builds unimpeachable trust, which they see as their core asset.
Jonah Weiner intentionally used dense, stylized prose in his newsletter's early days. This 'unhinged enthusiasm' repelled some readers but created a strong sense of community and initiation for those who stayed, effectively building a loyal core audience.
Trained in traditional journalism where the writer remains in the background, Weiner had to pivot to a front-and-center persona for his newsletter. He found that putting himself forward was essential for asking people to pay for his work, tapping into his 'natural hamminess' to build a direct connection with his audience.
The same baggy jeans Barack Obama wore in 2009, which were widely mocked, now look cool and on-trend. This contrast highlights the pendulum swing in fashion, where what is considered out-of-touch can become the pinnacle of style within a decade, demonstrating that trends are purely contextual.
The newsletter's founders intentionally resist expansion, avoiding the investor-driven pressure for scale that often compromises creative products. By focusing on a model that makes them happy and serves their existing audience, they've built a sustainable, highly profitable business without chasing growth for its own sake.
Jonah Weiner and Erin Wiley, the husband-and-wife team behind Blackbird Spyplane, find they must consciously work to prevent their business from consuming their personal life. They actively try to carve out space and time where they are not discussing the newsletter, a key challenge when your co-worker is also your spouse.
In a media landscape dominated by video, Blackbird Spyplane's deeply reported, text-only articles became some of their most widely shared work. This demonstrates that high-quality, in-depth written content can still find a large, engaged audience without needing a video or infographic component.