How a local news group is using consumer data and push notifications to drive subscriptions by @wnip PLUS US study finds challenges to get even engaged readers to pay

April 20, 2022

What's New in Publishing reviews the technology stack that is allowing a news group in the US state of Louisiana to drive conversion. They are using a consumer data platform connected to other systems such as a push notification service. What is dramatic about the review is how these systems are easing their ability to quickly and easily create campaigns that drive conversions.

And the local news industry will need tools like this to overcome reluctance to pay for news. A study in the US focusing on the the south and west sides of Chicago found that while even highly engaged audiences found value in local news, they wanted more and a relatively small percentage of them were willing to pay. What stood out for me was these audiences weren't getting what they wanted, and it shows how important it is to be in touch with your audience, whether through engagement efforts or simply better market research. And after my master's in innovation management, I would say that journalism organisations looking to serve local audiences should lean into market research. It might be listening campaigns or other ways to meet and listen to their audiences, but soft market research will lead to a better product and more engaged audiences faster than high touch engagement campaigns that from my own experience don't scale quickly.

PLUS

  • R0lling Stone has its best year in more than two decades after leaning into a focus on creators.

  • How to report product experience data to improve user experience.

  • CNN+ looks DoA with its marketing budget eliminated and an executive reshuffle.

  • TikTok is launching new interactive ad formats.

  • And huge news for Netflix as subscriber numbers decline.

  • A Google News Initiative project to improve collaboration between journalists and technology staff.

  • Indonesian audio content startup focusing on podcasts, audiobooks and streaming nets $22m in series A funding.

A Medill survey of mostly heavy consumers of local news in Chicago found that many don’t pay for local news and don’t believe anyone should have to pay.

Using a customer data platform (CDP) and push technology Publishers that drive revenue from subscriptions are constantly straddled with balancing acquisition and retention. They have to rely on finding the “right time” and “right way” to make an ask. NOLA.com (New Orleans) and TheAdvocate.com (Baton Rouge), the websites for the largest news organization in Louisiana, …

The diverse neighborhoods of Chicago’s South and West sides make a lot of news, and a survey of their residents has found intense interest in coverage of crime and other top issues – as long as it’s free.

A social media celebrity has never before graced the magazine's iconic cover.

How often do you use your phone? How about a streaming service you subscribe to, like Hulu or Netflix? What about software, like Microsoft Excel?

Social Media Today

Journalists can apply for a free fellowship that will support them in working with a tech colleague on an AI project for their newsroom

CNN execs think the launch has been successful. Discovery executives disagree.

Streaming giant blames a number of factors including increased competition, war in Ukraine and the large number of people who share their logins

NOICE, an Indonesia audio content startup, has raised $22 million in Series A funding led by Northstar, with participation from returning investors Alpha JWC Go-Ventures and Kinesys. NOICE is different from other audio streaming startups because its focus isn’t on music. Instead, NOICE, which has 2 million users, focuses on podcasts, radio, audiobooks, and live […]