Exclusive: Ankler Media partners with Letterboxd on new newsletter and sales
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Janice Min, CEO and editor in chief of The Ankler, speaks at Media Trends Live. Photo: Vita Phoenix/Edin Studios on behalf of Axios
Ankler Media is expanding its partnership with Letterboxd, a social platform for films, CEO Janice Min announced Thursday at Axios Media Trends Live.
Why it matters: The deal underscores how niche media brands are growing by fostering community and tapping into fandom.
What they're saying: Min explained that Letterboxd is a "darling of Gen Z" and is also beloved by Hollywood players.
- "They all have accounts on there, and I would say it's probably one of the last safe corners of social media on the internet and what they do is they reflect the audience," she said.
Zoom in: The partnership combines Ankler Media's Hollywood insider analysis and reporting with Letterboxd's community of cinephiles. The two brands previously have teamed up on events in Los Angeles and recently co-hosted a party at the Toronto International Film Festival.
- A new newsletter called Crowd Pleaser will cover audience trends in entertainment through reporting and Letterboxd's community perspectives. Launching Nov. 12 with FX's "Alien: Earth" as a sponsor, it will publish every Wednesday for subscribers of both companies.
- The companies also are planning joint events around Crowd Pleaser.
- A new sales partnership involves Ankler Media head of sales London Sanders leading a portion of Letterboxd's inventory, including its Best in Show newsletter, and co-branded events during awards season.
Catch up quick: Ankler Media has grown from a single buzzy Hollywood newsletter, penned by founder Richard Rushfield, to a broader suite of specialized newsletters and other products since Min joined in 2022.
- That year, the company raised $1.5 million at a $20 million valuation to fuel expansion. Though Min later told Axios it returned a portion and "has been profitable almost from launch."
- Its flagship newsletter now has more than 133,000 subscribers, per Substack.
The big picture: As some legacy outlets chase scale, independent media brands are succeeding by going niche and pairing sharp editorial voices with passionate communities.
- Independent journalists and outlets also are finding strength through collaborations, sharing resources and building networks.
Go deeper: The Ankler launches standalone trade publication on the creator economy
