The Story Behind The Pour Over And Its 1M Subscribers

If you’ve ever felt overwhelmed by the news and who hasn’t?

You’ll understand why The Pour Over exists.

Founded on the belief that people deserve to be informed without being overwhelmed, TPO has grown into a powerhouse Christian news brand.

Today, we’re pulling back the curtain on how it started, how it runs, and how it might look if launched today.

Let’s dive in.

The Creation Story of The Pour Over

In 2018, Jason Woodruff was feeling burned out. His relationship with news was, in his words, “unhealthy.” Constant doomscrolling wasn’t just exhausting; it clashed with his desire for a faith-centered, balanced perspective.

That’s when inspiration struck. He admired the business model of Morning Brew: low production costs, engaging tone, and scalable growth.

So, Jason started summarizing news for friends a personal exercise that snowballed into a business.

From 2018 to 2021, he kept TPO as a side project. In 2021, he took the plunge full-time. And the rest, as they say, is newsletter history.

So, What Does The Pour Over Look Like Today?

These days, The Pour Over is humming along like a well-oiled machine.

If you’re a subscriber, you’ll see them pop into your inbox three times a week, every Monday, Wednesday, and Friday.

Each issue is designed to be a quick, five or six minute read, perfect for catching up on the news without getting sucked into an endless scroll.

Here’s how they structure things: they start with three big news stories, each paired with a short biblical reminder.

It’s not commentary or preaching it’s more like a gentle nudge to keep perspective, even when the headlines get heavy.

After that, they share five super-brief stories, each about 60 words long, that skip the faith angle and just get straight to the point for readers who want the news fast.

And because The Pour Over is also a business, they’ve worked ads into the mix, but in a way that feels pretty personal. Every issue features one native ad and two “TPO Picks,” which are basically staff members sharing stuff they genuinely love or recommend.

As for their audience?

The main newsletter has between 1.2 and 1.3 million subscribers these days. And they’ve also launched a family-friendly version called Decaf, which has about 50,000 readers who want news that’s safe for younger eyes and ears.

But The Pour Over isn’t just about email anymore. They’ve got a podcast that pulls in 15,000 to 20,000 downloads per episode.

Show Me The Money

One of The Pour Over’s defining choices is sticking to three newsletters a week instead of cranking out daily editions.

It’s partly a mission-driven call they genuinely want readers to have a healthier relationship with the news rather than getting sucked into constant updates.

But it’s also smart business.

Fewer editions mean fewer ad slots, which creates a sense of scarcity and allows them to charge premium rates, much like how Chick-fil-A’s closed-on-Sunday policy adds to its mystique.

Selling more ads would be possible, but it’d stretch their small team too thin.

The Pour Over leans heavily into direct sales. Trust is their biggest currency, and they protect it fiercely by recommending only products or causes they genuinely believe in.

Ai Is A Friend, Not A Replacement

It’s impossible to run a media company these days without thinking about AI and The Pour Over is no exception. But Jason is clear-eyed about its limits.

They absolutely use AI behind the scenes: brainstorming ad ideas, outlining books or events, catching typos, and even helping draft internal documents.

It’s a tool to speed things up and make the team’s life easier. It makes great team members even better!

Jason’s philosophy is simple: AI can enhance the process, but it can’t replace the human connection or the trust that’s central to The Pour Over’s brand.

What’s Next for The Pour Over?

At its core, The Pour Over’s mission is to help Christians and anyone else who wants a balanced approach, navigate the news without getting sucked into the chaos.

They are exploring a course teaching people how to consume news in a healthier way.

This is something I encourage all newsletter owners to do. Ask your audience what they want and then go create it for them.

It’s the easiest way to success!

At the end of the day, The Pour Over’s story isn’t just about email, it’s about building something meaningful.

It’s proof that you can build a sizable, profitable media brand without sacrificing your mission or your values.

Just Send It!

~ Nate Kennedy

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