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How The Pool applies research to make an appointment with its readers


Since The Pool launched two weeks ago in the U.K., the team led by co-founders former Cosmopolitan U.K. editor Sam Baker and BBC 6 Music presenter Lauren Laverne has focused on applying the audience research they completed prior to launch. The founders wanted to make reading The Pool a habit by publishing on a schedule that matches the audience’s availability, so every article on the site is marked with how long it will take to read and offers the ability to save it to read later. Baker says: “Watching the way people — just over the course of a week, have been using it. Clicking on the short stuff, saving the long stuff, it’s really fascinating.”

+ Earlier: How U.K. journalists are targeting women with a new platform, The Pool

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