What this is
A list you control, independent of any platform. Owned audience is what remains when an algorithm changes, and it is the only distribution asset a founder genuinely owns.
What you get
Where it sits
Long form work that earns citation.
Frequently asked
It is a good starting point and it is still rented. LinkedIn owns the relationship, sets the deliverability and can change the terms. Use it, and build an owned list alongside.
Research downloads, speaking appearances and content upgrades. Paid list growth for a B2B consulting audience is usually poor value.
Thirty to forty-five per cent for a well-targeted B2B founder newsletter. Below twenty and the list has been bought or the proposition is unclear.
LinkedIn reach can halve without notice and has, repeatedly. A list of email addresses is the only distribution asset that survives a platform decision.
Nobody subscribes to more of what they already see for free. The proposition has to be something the feed does not give: depth, data, or a view they cannot get elsewhere.
Fortnightly or monthly. Weekly newsletters from busy founders reliably become monthly newsletters with an apology in them.
Buyers, candidates and journalists want different things. Segmenting early costs nothing; retrofitting it onto a list of four thousand is painful.
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