WASTE NOTHING

Workweek operates a media and community platform for what it calls "practitioner creators" — professionals who publish newsletters and podcasts drawn from their day-to-day work rather than leaving their jobs to become full-time creators. The premise stated on the company's site is that much of the material professionals already produce internally (decks, weekly reports, recurring answers, decision write-ups) never circulates beyond their own organization, and Workweek provides a distribution channel for it.

The platform is organized into industry verticals: People & HR (HR, talent, rewards, culture), Healthcare (provider organizations and health tech), Fintech (banking, payments, lending, risk), Marketing (brand, demand, product marketing, growth), and Ecommerce (DTC, retail, marketplaces, retention). Discovery and recommendations are confined within a given industry network rather than across networks, with one-click subscribe available inside the community. The company describes its audience as 170,000 verified leaders across more than 150,000 companies, and characterizes the model as a cross between a trade association and a social network.

Business model

Workweek recruits practitioner creators to launch publications on its network and monetizes their audiences through advertising and related media products. Its site references sponsorship sell-through on newsletter sends alongside events, custom content, and multi-network programs, and it markets to B2B marketers as buyers.

Advertising and sponsorship sold against creator newsletters and podcasts, priced on a CPM basis (the site cites a $145 CPM for its Healthcare vertical), plus events, custom content, and multi-network programs. A calculator on the site illustrates indicative annual revenue of roughly $250,560 (about $20,880 per month) for a creator with 12,000 engaged healthcare subscribers on a twice-weekly send at average sell-through.