GateHouse Media launched a nationwide single-copy promotion earlier this year in an effort to boost readership and sales. Starting in May, the publisher ran its "Crack the Code" promo for eight weeks, giving away weekly prizes totaling $150,000.
"As of late June, we'd already received more than 341,000 entries," Rick Dumas, senior director of single-copy sales for GateHouse, told News & Tech.
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Executives who addressed this month's topic were:
- Jeff DeLoach, president of the Chattanooga Times Free Press.
- David Kirkman, vice president of audience services, Richmond Times-Dispatch.
- Mark Adams, audience acquisition and retention manager, The Post and Courier, Charleston, S.C. Adams also is a member of the NEX GEN Class of 2018-19.
- Retaining current subscribers is much more efficient than acquiring new ones.
- Utilizing value-selling techniques with each subscriber touch point is critical – especially with incoming calls.
- Reader revenue, both print and digital, has growing importance for future financial health, not only audience needs.
- Traditional sales channels will remain important, enhanced with innovative digital marketing (email and social media).
- Market audience leadership through quality content is essential.
Across the news industry, organizations large and small, commercial and nonprofit, single issue and daily news are experimenting with "engagement." Audience engagement. Engaged journalism. Engagement editors and specialists. Engaging for trust. And the list goes on. But what is engagement? Why are organizations experimenting with it, and to what effect?MORE
Customer data is the foundation for strategically planning, executing and optimizing audience growth and revenue diversification efforts. Unifying, analyzing and deploying all available customer intelligence to optimize a customer journey that is perfectly engineered for each individual – transporting that consumer efficiently from awareness to paid customer status – is essential to financial viability.
At the Mega-Conference, hear how GateHouse Media's investment in customer data is not only supporting digital subscription growth, but is impacting revenue diversification initiatives across the enterprise. Learn how The Dallas Morning News is leveraging marketing automation to fund and enrich digital transformation efforts by extending the print runway.MORE
The path from a casual reader to a paying subscriber isn't a short one, but by understanding how audiences get from one place to another, publishers can begin to devise strategies to get more readers to complete that journey.
A recent study published by the American Press Institute as part of The Media Insight Project surveyed audiences and found nine distinct reader types.MORE
Cox Media Group has announced the sale of Mundo Hispánico to Mundo Hispano Digital Network, a tech-focused media company created to serve the growth and needs of the U.S. Latino community through its digital and written content, publishing reach and social media network.
"We are excited that Mundo Hispánico has found a new home with owners who are committed to continue offering quality news coverage to the growing Latino community in Atlanta and across the country," said CMG President Kim Guthrie. "The new owners have deep ties to and demonstrated involvement in the Hispanic community and are a perfect match with our talented and passionate group of Mundo employees."MORE
A recent survey of more than 100 journalists shows that journalists are more satisfied and find their work more meaningful and significant when they practice audience engagement as part of their job. Unlike other tasks that have been piled onto journalists that might contribute to burnout, audience engagement has the ability to actually rekindle the flames that keep journalists going.MORE
Ahora Sí, the American-Statesman's weekly Spanish-language newspaper, will cease publication Oct. 11.
The announcement came at the same time the Statesman announced all its 200-plus employees would be eligible to take a voluntary severance package.
Staffers who take the voluntary severance package would depart the newspaper next month, the company said.MORE
By Madeleine Bair, 2018-19 Reynolds Fellow
Where do you get news and information that's relevant to you?
That's what El Tímpano asked hundreds of Latino immigrants in Oakland, Calif., during an information needs assessment we conducted throughout the past year. We also asked community organizers, educators and church leaders how they share information with the residents, parents and congregants they work with.
Before piloting a reporting outlet to serve Oakland's Spanish-speaking immigrants, we wanted to hear from them first, rather than making any assumptions about what would be the best format to report about, with, and for this community. What we found, outlined in a report released last month, will inform the design of El Tímpano as a new local reporting platform.MORE