TIM: New Year, New Schedule

EDITOR’S NOTE

Happy 2025, everyone! I hope you all had a noche and are looking forward to tackling Dry January head-on.

After commissioning an in-depth McKinsey study about menswear newsletter distribution in the modern era, we’ve come to the collective decision to alter the frequency and platform mix of TIM content. Don’t worry: I’m not breaking up with you. I’m just evolving now that we’re in Year 2 of TIM.

To cut to the chase, the 2025 schedule is this:

• Friday: Email update with anywhere between one and three pieces per category

• Saturday: Video + voiceover version of the Friday content pushed to Instagram, TikTok, and YouTube

Three social and three email posts were maintained from the day each medium began all the way through the end of the year — something about which I’m quite happy. But I want to keep this sustainable for me and for you all. Six posts is not that… So now I’m going to concentrate more content into one post, and send you one thiqué email per week.

Moreover, social media channels are (unfortunately) how TIM is going to grow bigger and badder. Balancing the written, researched work I like the most with video content for the masses is therefore key to getting 2025 “right.”

So with that, please rest assured that TIM is changing, but not all that much… Let me know what you think, and know that no change is permanent!

See you on Friday 🫡 

As always, thanks for reading! Please help spread the word and tap into our socials or Shopmy marketplace.