Wolkje
Online store · based in the Netherlands
$510,02012-mo revenue
+34%vs last year
3Employees
Verified via Shopify + Mollie
Paid newsletter · Online · based in the US
The Small Print
Since 2022 · owner Carla Diaz
$176,690Revenue, last 12 months
+30%vs last year
$14,724Average month
2Employees
12 months to Sep 2026Verified via StripeUpdated on 29 Sep
About this business
The Small Print is a newsletter based in the US, founded in 2022 and run by Carla Diaz. It has 2 staff.
“One email every Tuesday at 6am, for four years. Being on time is the whole product.” — Carla Diaz
About 41,000 visits a month to the website, from Google Analytics (read-only). Background only: visits are not sales, and they are not part of the verified figures.
Part 1How Carla built it
Part 2The numbers behind it
Over the last 12 months The Small Print took $176,690, 30% more than the year before. Its best month was Feb 2026 at $15,790 and its quietest was Oct 2025 at $13,550, a swing that matches the trade's pattern: sign-ups peak in january.
Average monthly revenue is higher than 88% of the 72 verified newsletters worldwide. Every revenue figure comes from Stripe.
Financial snapshot
How it compares
Average month vs 72 verified newsletters worldwide. It earned more than 88% of them.
This business
Bottom 10% $664Typical $3.3kTop 10% $16.4k
Middle halfMiddle 80%Typical
Part 3How The Small Print wins new customers
- 1
Word of mouth
Biggest source“Most new customers come from a neighbour or friend who already uses us. We ask every happy customer for one name.”
About 8 in 10 newsletters do this
- 2
Social media
“We post in local Facebook groups once a week. It costs nothing and people remember the name.”
About 6 in 10 newsletters do this
- 3
Affiliates and partners
“Other sites send us customers and keep a share of the first year. We only pay when someone buys.”
About 4 in 10 newsletters do this
- 4
Paid ads
“We run Google ads only in the quiet months, and only for the jobs that pay best.”
About 2 in 10 newsletters do this
What The Small Print doesn’t use yet
Room to grow: how many newsletters worldwide use each one.
- Communities and forums5 in 10 do
- Search and content3 in 10 do
- Email and text reminders2 in 10 do
- App store search1 in 10 do
- Marketplaces and apps1 in 10 do
Part 4Starting a newsletter? Watch for these
Warning signHow to avoid itCheck before you commit
Warning sign
Writing for everyone
How to avoid it
Pick one group of readers with a problem they pay to solve.
Check before you commit
Who exactly would miss the email if it stopped?
Warning sign
Only one way to earn
How to avoid it
Mix paid subscriptions with sponsors or paid extras.
Check before you commit
What share of income comes from the biggest source?
Warning sign
Missing issues when life gets busy
How to avoid it
Keep four issues written ahead and a fixed send day.
Check before you commit
Could you take two weeks off without missing an issue?
Part 5Why newsletters fail, and how often
- Still trading after 3 years
- 55% About 6 in 10
- Still trading after 5 years
- 46% About 5 in 10
- Most common reason for closing
- Not enough paying readers Given by 36% of owners who closed
The survivors share a few habits: wrote for one clear group of readers; mixed paid subscriptions with sponsors; sent on the same day and time every week.
Main reason for closing, newsletters
Part 6Ask Carla a question
No questions yet. Be the first to ask Carla.
Free for everyone who signs in. Questions about all newsletters →
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