Emily Sundberg, creator of the daily newsletter Feed Me, discusses the evolution of her media brand from a personal project into a growing company.
Key facts
- •Feed Me launched in the fall of 2022 with an initial distribution list of 200 people.
- •The newsletter now reaches more than 150,000 inboxes daily.
- •Sundberg previously worked at New York magazine’s the Cut and Bon Appétit before starting her own venture.
- •The company has expanded to include a podcast titled Expense Account.
- •Sundberg’s long-term goals include hosting more in-person community events like book talks and screenings.
Emily Sundberg, a former Meta consultant, launched her daily newsletter Feed Me in 2022 after testing the concept with 200 readers. What began as a personal project focused on cultural and business commentary has since expanded into a media company with contributors, events, and a readership exceeding 150,000. Sundberg now manages the platform with a team, including management expert Max Stein, to oversee advertising and editorial growth.
By the numbers
Origins and Early Career
Sundberg began writing in 2020 while working at Meta, initially using a newsletter format to publish horror fiction that satirized 'girlboss' corporate culture. The name 'Feed Me' was inspired by the man-eating plant in Little Shop of Horrors and a play on the term 'news feed.' Before her newsletter success, Sundberg held roles at New York magazine’s the Cut, a cookware start-up, and Bon Appétit.
Building a Media Business
The newsletter focuses on business stories that Sundberg describes as too small for major outlets like The Wall Street Journal but relevant to her professional network. She transitioned to full-time work on the project after her newsletter earnings surpassed her consulting income within six months. Today, the company has expanded to include a podcast, Expense Account, and live events in cities including New York, London, and San Francisco.
Philosophy on Growth and Privacy
Sundberg emphasizes a strategy of maintaining privacy and avoiding a 'growth-at-all-costs' mindset. She utilizes a logo featuring an ouroboros to represent the exchange of information between her and her readers. Despite the brand's growth, she maintains that she does not intend for the newsletter to be a one-person operation, noting the importance of having thought partners to verify and refine content.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by Harpers Bazaar.
