It launched only a month ago, but Lena Dunham’s much-talked-about newsletter Lenny sure is getting things done — a big exclusive with Hillary Clinton, a viral Op-Ed authored by Jennifer Lawrence were two of the fledgling newsletter’s big victories. And as it begins month two, there will be a new addition its readers will surely notice: advertisements. Dunham, and her business partner Jenni Konner, closed a deal with magazine giant Hearst, which will begin serving ads next to newsletter content and develop branded content for Lenny. In addition, Hearst will syndicate some of Lenny’s content, meaning it will live elsewhere online besides recipients’ inboxes. “Our articles will be online a day after our email subscribers have had the exclusive look,” Dunham and Konner announced in a statement to readers on Tuesday. Just last week, Dunham announced a feminist podcast called “Woman of the Hour” that will debut on November 5. All of this activity is seen as evidence that Dunham sees the newsletter as a launching pad for a wider media business. Hearst’s president of digital media reportedly said the deal is “like a modern Dear Abby,” but maybe Oprah Winfrey, who parlayed the success of a TV show into a booming multimedia business, is the more apt comparison.
Read the full story at CNNMoney.