Hearst Will Start Selling Ads for Lena Dunham’s Feminist Newsletter

Lenny Letter stories will appear on Hearst websites

Since launching in September, Lenny Letter, the feminist newsletter founded by Girls creator and star Lena Dunham and the HBO series' showrunner, Jenni Konner, has attracted considerable buzz.

In the nearly two months since its debut, Lenny Letter has featured interviews with Democratic presidential front-runner Hillary Clinton and an eye-opening essay from Jennifer Lawrence decrying the gender wage gap in Hollywood.

Now it has another new fan: Hearst Magazines.

In a deal announced this morning, Hearst will have exclusive rights to monetize the content and create custom programs for potential advertisers. As part of the deal, Hearst has revamped the website for Lenny Letter. Until now, it had been primarily distributed to subscribers via email.

"We felt that [our readers] also deserve a destination where they can engage with our content outside of a newsletter," said Dunham and Konner in a statement. "Everything Lenny will come from our editorial team and contributors, while our partnership with Hearst allows us to share our message with millions of women around the world."

Hearst will also syndicate content from Lenny Letter across its female-skewing digital properties including Elle, Cosmopolitan, Harper's Bazaar and Marie Claire. The four collectively reach 140 million monthly visitors worldwide. 

"Hearst has the most vibrant digital portfolio of young women's and fashion brands, and Lenny's unique perspective speaks directly to the spirit of our audience," said Troy Young, president of Hearst Magazines Digital Media. "Adding Lenny into the mix strengthens our connection to the reader and creates new opportunities for marketers to reach a generation of young women who stand up for what they believe in."

The move should help distinguish Lenny Letter from other similar newsletter outlets, including TheSkimm, as a full-blown publishing platform. Meanwhile, Hearst hopes to strengthen its standing among the audience Dunham courts—women in their 20s and 30s.