You've probably got me (Ken Silver) confused with the good Ken Black who wrote the first piece. (Maybe Ken B could use his second name to avoid confusion-at-a-glance posts!)
Interesting comments about newsletters.
I think Ken Black's subscription list will be the problem. Having seen his website, I know that his newsletter will also be as interesting and topical, so this won't be the barrier to his sales.
Rather it will be the lacklustre crowd on the list with no real related interest who are the problem - you don't know how they have been picked by the list-maker.
They could have been harvested from an associated website specially developed to sell names by professional name marketers. While the subscribers may have gone in with their eyes wide open (or forgotten to click the tiny "Do not send me relevant emails" box), they still will be low value.
Building a strong, aligned list is very difficult. It takes time and skilled writing to attract worthwhile prospects.
Another way of selling through a newsletter list is by mass - a pure numbers game. A list of irrelelvant 1million subscribers may produce .00001% sales, and thus be worthwhile to the marketer. This was, and still is the domain of bulk emailers...they consider if they get enough eyes on a good subject line then they've possibly paid for the list and maybe get some money back.
However, it's not the way to build a worthwhile core of regular buyers who will come back to buy from you time and time again.
My list is approaching 36,000, but none are paid for - they all come from years of writing to hopefully sustain their interest.
However, not all projects fly, and despite the size of the list it is still a matter of hitting enough selling buttons to appeal to the wide variety of subscribers we call 'the world.'
Wishing you all a Merry Christmas, and a Happy and Prosperous New Year.
Ebook author, over 55,000 sold!