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For many publishers, each edition of a newsletter is a microcosm of experiments, testing which headlines work, what articles resonate and whose photos capture clicks.
For others, the newsletter concept itself can be the experiment, a theory that Politico put into practice with its Transition Playbook product.
The publisher introduced the limited-run newsletter on Oct. 22, with the aim of chronicling the first 100 days of what was likely the most scrutinized hand-off of executive power in American history.
It experienced such convincing early success that, on May 3, Politico rebranded the product as the West Wing Playbook and added the newsletter to its permanent roster.