Максим Цепков, Действуй, опираясь на ценности, а не просто применяй инструменты!
Эрнст-Ян Пфаут, издатель De Correspondent. «Как создать...
-
Upload
mediamakers2016 -
Category
News & Politics
-
view
179 -
download
2
Transcript of Эрнст-Ян Пфаут, издатель De Correspondent. «Как создать...
Ernst-Jan Pfauth / @ejpfauth
How you can build a loyal audience
We don’t write about the weather,
We don’t write about the weather, We cover climate change.
So why do you still call yourself a ‘publisher’?
Looking for the virtual equivalent of this:
Or: to make sure we don’t end up as just a content provider for Facebook
Before we get to that…
48,000 paying members ($67 p/y) 45 FT staff
So how do we build audience loyalty?
• By being ad-free and seeing ourselves as a service
• We empower them to be our ambassadors
• We start at the first visit
• We involve readers in our journalism
(I hope you can apply our findings to your media business)
1. We see ourselves as a service
We decided to stay out of the “ads race to the bo"om”
We don’t have to decide how far we want to go in fooling our audience
We can just focus on informing them in the best possible way
2. Our readers are our ambassadors
We rather make it work for us
‘This article has been shared with you by paying member ….’
3. We try to build a relationship with new visitors
175k likes 140k followers
Almost every author has a personal newsle"er
4. We involve our readers in our journalism
It’s easier to build a relationship with a journalist, than with a publication
(not just for business reasons)
Because everybody is an expert at something…
A thousands doctors know more than one correspondent Health Care
From journalists to conversation leaders. And from readers to contributing experts.
So we publish our story ideas
So how do we build audience loyalty?
• By being ad-free and seeing ourselves as a service
• We empower them to be our ambassadors
• We start at the first visit
• We involve readers in our journalism
By the way, you can read us too!
thecorrespondent.comGo to:
And tell me what you think on Twitter: @ejpfauth
_