Why I stopped sending newsletters and sent newspapers instead

Email newsletters weren't cutting it for photographer and creative director Max Hemphill.

"Most of my outreach got lost in inboxes," says Max, whose client list includes Netflix, Oura Ring, Dior and Bang & Olufsen. "I wanted to do something that actually landed on desks, got passed around, stayed visible."

So last year, he started printing a quarterly tabloid newspaper and sending it to creative directors at brands he hoped to work with – sometimes hopping on a bike to deliver copies in person.

"Honestly, it was less about marketing and more about building a deeper sense of community, for me and for the people I work with," Max says.

One year (and 400+ newspapers) later, he reflects on how it’s going so far. In Max's own words, here's what happened:

1. Response rate was 10x higher than email
People don't get physical mail anymore – so when they do, they actually engage with it.

2. It filtered for the right clients
Anyone who responded to a printed piece values craft, attention to detail and

3. It became a conversation starter
Multiple people told me they showed it to their teams or kept it on their desk.

4. The ROI is real
One client from the first mailing turned into a $50k+ project. Another led to three referrals.

5. Timing matters
I sent it quarterly, not randomly. It built rhythm and expectation. People started asking when the next one was coming.

This year, Max is trying a new format for his portfolios – our magazine-style midi newspapers.

He's taking a more editorial approach and including case studies, behind-the-scenes from recent projects and interviews with creative leaders in hospitality and wellness.

"If you're competing in a crowded space, stop trying to be louder," says Max. "Be more intentional. Do the thing no one else is willing to do. For me, that was newspapers."

Follow Max and see more of his work on Instagram and LinkedIn. 

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