Feed Me's Emily Sundberg on How Fashion Underestimates Its Customers

Every weekday morning, a certain slice of New York opens the same e-mail. Lawyers, bankers, editors, restaurateurs: some of the city's most plugged-in people read Feed Me, the daily newsletter written by Emily Sundberg. In a few short years, Sundberg has turned a newsletter she started at her desk into one of the most talked-about new media publications in New York. She has built it herself, with a paywall from day one and no outside investors. Feed Me now includes contributing columnists, reader events, merchandise and a podcast. Her readers are exactly the people fashion brands are trying hardest to reach: smart, sceptical and very aware of how they are being marketed to. That makes Sundbe