All Things Considered

Theskimm wants to boost awareness around big political issues—but that doesn’t mean it’s taking sides.

- Emma Bazilian

In an era when making a political stand is becoming increasingly common among brands, it would seem like an obvious move for theSkimm, a newsletter and media platform that counts millions of millennial women as fans, to dive into the fray. But unlike many of its female-focused competitors that make a point of taking the Trump administration to task for its treatment of issues like reproductive rights and immigration, theSkimm has steered clear of choosing sides—a move that, in today’s stormy climate, seems almost revolutionary.

Founded by 30-year-old former NBC News producers Carly Zakin and Danielle Weisberg, theSkimm launched in 2012 as a daily newsletter summarizing the day’s top news stories (and some entertaining tidbits) in an easily digestible, conversational format. Today, thanks to investments from VC firms and companies like 21st Century Fox and The New York Times, the brand has seen major growth, boasting a total audience of 5 million across all its offerings. There’s an app (for $2.99 a month, Skimm Ahead lets readers follow Skimm-worthy events), ecommerce partnerships (its curated selection with Wine Awesomeness has proved especially popular), a brand ambassador (or “Skimm’bassador”) program with 20,000 members, and more. At its core, though, theSkimm’s mission is to help its audience become better educated about current events.