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Why Billy Penn’s website isn’t necessarily designed to lead to ad impressions and clicks

Columbia Journalism Review

“I say [Billy Penn is] reader-first, and people laugh at that because it sounds so much like Jeff Jarvis, Jay Rosen, media-guru crap. But no, it’s big business,” Billy Penn CEO Jim Brady says. “We always go back to whether we want to monetize the reader on this visit, or monetize them over a lifetime. If you literally don’t care about the reader coming back to the site, you can just load every page with auto-play videos.”

+ More insights from what Billy Penn is doing in Philadelphia: It’s building an audience from scratch by developing the right editorial voice and determining what metrics to look at, and Brady says Billy Penn has an advantage over traditional news outlets because of a conscious effort to sound less like a journalist

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