Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

A Newsletter Is Just A Book That Never Ends

12 Apr 2026 · 0 min

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In this brief segment, Nicolas Cole frames a newsletter as an ever‑continuing book. He illustrates the idea with the "Story Club" newsletter he runs with author George Saunders. The premise is that readers who enjoyed Saunders’s collection A Swim in a Pond in the Rain will want more short stories and more of Saunders’s commentary. Story Club delivers that by sending a new short story each week together with Cole’s (and sometimes Saunders’s) thoughts on it, creating a perpetual, serialized book experience for subscribers.

A newsletter is just a book that never ends. And so if you subscribe to Story Club with George Saunders, the value proposition is essentially, "I loved your book. I loved A Swim in a Pond in the Rain. When it was done, I wanted more short stories, and I wanted more of your commentary on those short stories." What is Story Club? It is the book that never ends. It is every week I give you a short story, and every week I share my thoughts, my commentary on that short story.