The Post and Courier sees multitude of benefits with Olive Digital E-Edition

Increased revenue, traffic and advertiser satisfaction

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The Post and Courier in Charleston, S.C., recently switched its digital edition newspaper product to Olive Software ODN – dynamic e-edition. As part of The Post and Courier's overall digital strategy, the newspaper wanted to advance and enrich readers' digital experience and considerably grow its digital subscriber base and traffic.

A product that works for readers' specific needs
The Post and Courier audience is mainly of a more mature age group – hence the need for a familiar look, yet with new features that make the digital product easier to use and more engaging to come back to. Olive's team worked closely with The Post and Courier to customize the digital edition so readers would enjoy the familiar print replica look, while benefitting from new features and viewing options that are easy to use.

Platform is basically paying for itself
The previous e-edition platform didn't provide many advertising opportunities and the newspaper didn't run many ads because of it. With the new Olive e-edition and programmatic ad position platform, The Post and Courier can now run a multitude of strategically placed advertisements.

Kurt Knapek, director of audience and digital media, said: "The Olive platform is paying for itself and we have a lot of different ad opportunities."

Those opportunities, including inserts and one-page options, are driving revenue – not only for the newspaper but for advertising clients as well.  It's a win-win situation.

Traffic shows considerable improvement
Another key benefit coming from using the Olive e-edition platform ODN is the increase in traffic and page views.

Knapek said: "Traffic went up considerably." He also is hearing positive feedback from his sales team, who like the fact that tracking of consumer activities is now possible.  His sales team can now show increased numbers and detailed reader behavior to potential and existing advertising clients.

A partnership beyond vendor - client connection
According to The Post and Courier, the launch of the new digital e-edition went very smooth and without any issues. Thanks to Olive's sales team and support from its customer service team, the set-up process was made very simple and there were no big surprises. Onsite training for The Post and Courier customer service team ensured a good understanding of the modernized e-edition. Most importantly, the newspaper didn't get any calls from upset or frustrated readers.

Because of this satisfactory and successful launch, The Post and Courier is soon launching its sister paper, the daily Aiken Standard, on the Olive e-edition platform as well.

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