Audience data

Break silos and avoid turf wars: How to get all departments aligned on your reader revenue goals

As you build reader data and marketing efforts, questions about organizational goals and structure will inevitably arise. Your IT, audience, marketing, product, or technology groups may control different pieces of the solution. But as new systems and processes are developed and new skills are added, who is in charge? There is no single answer, but […]

How to apply data-driven insights that will grow reader revenue

The key cycle for audience and revenue growth is “analyze, experiment and iterate.” Your investment in business intelligence and marketing tools will pay off as you understand reader needs and behaviors, and make decisions and create processes that are data-driven, testable, and support organizational learning and staffing decisions. Many of these tactics are possible even […]

To shift to reader revenue you must improve your marketing skills

“Marketing” includes a broad range of decisions: what services to offer, what to charge, how to talk to your audience, and where to deliver your services. Marketers describe this as the “4 Ps” of Product, Price, Promotion, Place. To focus on readers, grow engagement and sell subscriptions, you must act upon all four of the […]

How to collect and use the right data about your news audience

To improve our websites, boost reader engagement and grow subscriptions, we don’t want “more data.” We want deep insights leading to a better understanding of visitors’ needs and how they interact with our journalism. The actual data (web metrics, advertising impressions, and newsletter subscriptions to name a few) are just the raw materials. It is […]

What it takes to shift a news organization to reader revenue

Launching a paywall is easy. Pivoting a whole business from an advertising-centric mindset to one focused on reader revenue is not. Despite 10 years of experimentation and increasing attention, the news industry still needs to develop some of the attitudes, technology and skills needed to sustain exceptional membership and subscription programs. To succeed with reader […]

Norway’s Amedia developed a common log-in system to use across its titles that encourages subscribers to build habits

Amedia, Norway’s largest media company, has developed a common log-in system to use across its 62 titles — and that system is encouraging subscribers build digital habits. The system is part of a three-step plan for Amedia: The first stage is converting print subscribers to digital subscribers, the second stage is encouraging non-subscribers to register […]

Two years after it was bought by Facebook, WhatsApp will start sharing user data including phone numbers with Facebook

When WhatsApp was bought by Facebook in 2014, users worried what the acquisition would mean for privacy on the platform. At the time, WhatsApp said the sale wouldn’t change anything: “We don’t know your birthday. We don’t know your home address. None of that data has ever been collected and stored by WhatsApp, and we […]

What journalists can learn from Pokemon Go: Could newsrooms give readers information based on the places they go?

You don’t have to be a Pokemon Go enthusiast to learn something from the game, Melody Kramer writes. Kramer proposes some ideas and lessons journalists can learn from the augmented reality game, including: Could newsrooms give their readers information based on the geographic places they visit, and could they use that data to report on […]

Audience data shouldn’t make editors feel like they need to ignore important, but less popular stories

Audience data shows that many readers just aren’t interested in reading stories such as the terrorist attack in Lahore. But Guardian audience editor Chris Moran writes that’s not a valid reason for newsrooms to choose to cover those stories less: “Does the greater ‘success’ of one piece of journalism inherently sully the success of another […]

The danger of Facebook/publisher partnerships focused heavily on data is that they can create a feedback loop that doesn’t allow for new perspectives

You might have heard: Facebook and Glamour magazine will host a series of town halls on women’s issues in the 2016 presidential election (Politico Media) But did you know: In its partnership with Glamour magazine, Facebook will use its audience data to inform the issues that the town halls will cover. Partnerships like this have […]