The early success of Clover is serving to prove that the humble newsletter is an effective means of reaching a socially engaged, teen audience.

It seems impossible that the attention spans of modern day audiences could grow any shorter. Were this to happen, online and physical print would become little more than a vague historical concept, and all news and entertainment would be consumed in looped six-second (or less) visual format.

Thankfully, culture is cyclical and technology’s far-reaching influence has tended to abet adaptation rather than acquiescence. With this in mind, Clover, a daily e-mail newsletter founded by Liza Darwin and Casey Lewis, is successfully managing to break down complex stories and present them in a way their target audience of teenage girls can easily digest.

Darwin and Lewis are former editors of Teen Vogue and Nylon and have extensive experience working for MTV and Snapchat. They’ve leveraged this insight to create the varied diet of literary content that’s designed specifically to appeal to, and reach a socially engaged demographic, who suffer at the hands of information overload.

In what stands out as an astute marketing move, Clover will target teen Instagram influencers to promote the newsletter and also write for them.

Interested parties can sign up for the newsletter at cloverletter.com.

The behaviour of ‘mobile first’ consumers is forcing publishers and brands to find innovative ways to reach them. Recently, both Quartz and Refinery29 released purpose built apps that introduce the concept of native journalism.