Lessons From The Newsroom

Lessons From The Newsroom

In this guest post, Chris Couchman (pictured below), Readly Australia’s head of content, says, when it comes to content and news, no reader is the same, no platform is the same and it’s unwise to take a blanket approach…

While I was working in newspaper publishing, I recognised the advantages of joining a digital platform. Now having sat both sides of the fence, I can see that it’s a no brainer. The partnerships we have with our newspaper publishers contribute to the growth of their digital reach and provide an additional revenue stream – naturally.

But we can also help to deliver new global audiences, boost ABC accreditation figures where needed and provide robust analytics through Readly Insight, which holds over 34 billion reader-generated data points. On top of that, we welcome the addition of the great magazine supplements to our app. These fit brilliantly within our magazine portfolio and already we’re seeing high levels of engagement from readers familiar with the publication, as well as delivering a new audience, not already aware of the great content on offer.

That being said, our partnership with a newspaper publisher is mutually beneficial. Newspapers increase the attractiveness of platforms like Readly in the subscriber acquisition phase, enhancing the “all you can read” offering, and they increase reader engagement throughout the subscriber’s lifecycle. From January 2020 to January 2021, we saw a significant increase in our Daily Active Users as readers logged into the app more frequently. The ripple effect has been that more publisher brands are read, both newspapers and magazines, and reading sessions are longer and more frequent. The result is that total reading times are being driven up by the inclusion of newspapers without cannibalising magazine reading.

Currently in the UK, the profile of Readly subscribers (Q1 2021) is as follows:

  • Only 2 per cent of total accounts are reading newspapers only. Subscribers are buying into a total reading package and not just a single news brand.
  • Approximately 30 per cent are reading both newspapers and magazines. These subscribers are displaying strong characteristics in terms of titles read, reading times and subscription retention.
  • Approximately 70% are reading magazines only. We see huge potential in developing newspaper reading among this core group.

For us to drive engagement within that 70 per cent, we need to learn from these publishers. We’re happy to admit that we are the new kids on the block here.

While no two publishers are the same, we can see that many have the same priorities right now. Understandably, many have a lot to say about the effects of the pandemic. It’s widely agreed that the past year has accelerated existing trends both internally (in the organisation) and externally (in terms of consumer behaviour).

One publisher told us, “Things actually haven’t been as catastrophic as many were expecting. Publishers with strong reader relationships – which usually means subscriptions – have done well during the pandemic. For everyone else, it’s the digital Wild West, where there is simply too much news available – a lot of it unreliable and most of it free.”

Another thing we’ve learnt is that most publishers report shifting from short-term trials (sometimes just for a month) into three to four month offers with firmer prices. At the same time, a number of publishers are testing full access to content for a limited time versus limited access to content over a longer time frame. There seem to be no set rules and the results vary by demographic group. Newsletters are widely seen as a powerful engagement device for paying subscribers, while podcasts and videos are being used both as value-adds to the main subscription or as stand- alone paid-for products.

A recurring theme is the importance of data. Each reader is an individual and increasingly wants to be treated like one – that means AI in every aspect of content creation, marketing and customer service to deliver a real 121 relationship. Data is allowing us to dive deeper and deeper into the reader’s whole lifestyle, but the volume of data is producing data overload for many publishers. It means that having the right infrastructure in place is a necessity when it comes to sorting out which are the metrics that matter and knowing how to utilise them to drive positive change. Many publishers recognise that there are no quick fixes or cheap options – it’s a long and expensive game.

If no two publishers are the same, then that also holds true for consumers, countries or individual brands – newspapers or magazines. Extending our content portfolio beyond magazines and into newsbrands is already showing major benefits all round. Yet we are all in a constant process of learning about what works and what does not. And that is exciting, positive and rewarding for us all.




Please login with linkedin to comment

readly

Latest News

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
  • Technology

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance

Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
  • Marketing

Spikes Asia Announces Its 2024 Jury Line-Up

Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
  • Marketing

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO

Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

Three New Hires At Amplify
  • Marketing

Three New Hires At Amplify

Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
  • Media

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]