When it comes to staying informed in today's media-saturated world, it can be overwhelming to know where to start. With news and opinion often blended together, it's hard to decipher between facts and feelings, leaving consumers in a state of confusion. Enter The Flag, an online platform dedicated to presenting news from both sides of the political aisle. We had the opportunity to sit down with its founder Areeb Jawad to talk about The Flag and how it manages to keep the balance on matter of fact reporting vs. entertainment.
What was your motivation behind starting The Flag?
I wasn't happy with how the news was being presented. News and opinion were being blended together and major outlets were writing to appease and entertain their existing audience. This combination of factors further down echo chambers with predefined narratives. If you wanted to read multiple perspectives, it was a very laborious undertaking. Not everyone has time to sift through mountains of content, listen to podcasts, and watch various broadcasts. We decided to do this work for our subscribers, curating and labeling perspectives from both sides so they could have a more balanced media diet. I think it resonated with a large portion of the public.
Do you believe The Flag can play a role in reducing the rampant political divide within the US?
I do. We believe exposure to other ideas is a precursor to empathy and understanding. We believe cultivating these two qualities can help lower the temperature of our national discourse. We believe this approach to discussing tricky topics will help our readers have calmer, more informed, conversations with their family, friends, colleagues, and co-workers. We believe it will ultimately pave the way for a more united country, something that is symbolized by The Flag of the United States.
Have you faced any challenges in your commitment to providing unbiased news - do people prefer media that conforms to their beliefs?
No. People already know where they can find news that conforms to their beliefs. If they are free thinkers and like to be intellectually challenged, then The Flag is perfect for them.
How have you added improvements to your newsletter since its inception in 2016?
Mostly by listening to our audience. This started out as a side project and has since grown into a full blown brand. We reply to every response we get and we send out reader survey's a couple times a year. We like to get feedback on the product and understand how we can make it better. We've made improvements to the format, length, and delivery time. We think we've found a really great content-market fit due to our audience's feedback.
How did you proceed in monetizing The Flag?
We're in the early stages of monetizing the newsletter. In addition to providing content our readers enjoy, we're also constantly on the hunt for products and services that we think would resonate with them. We also want to make sure our brand partners are happy so they can grow with us.
How successful has advertising on your newsletter been for you?
Many of our sponsors work with us more than once, which we believe is a good indication of success for both us and them.
What are some key things you look out for when searching for advertisements to host on The Flag?
We search for sponsors that we think our audience will like. If our audience engages with the advertisement that is a win-win-win. It's a win for the subscriber because they found a product or service that can make their life better. It's a win for the sponsor because we just introduced them to a new customer. And it's a win for us as the publisher.
Any tips for people looking to start out advertising on their newsletter?
Make sure you know your audience and maybe start by giving a few advertising slots away for free. After you test a few times you can also start with performance marketing campaigns. These would be CPC or CPA campaigns. Work your way up to the brand deals. Do right by your subscribers and your sponsors and the rest will follow.
Founded by Areeb Jawad, The Flag was created with the goal of providing consumers with an easier way to stay informed. With news outlets often writing to appease their existing audience and push predefined narratives, The Flag provides an alternative, giving consumers an opportunity to read multiple perspectives at the same time. Rather than having to sift through mountains of content, The Flag does the work for its subscribers, curating and labeling perspectives from both sides of the political spectrum.
