Date post: | 12-Jan-2016 |
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e-Edition
Lesson Learned
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• Important to educate subscribers about the difference(s) between the .com sites and the electronic edition
• Many people hear the word “electronic” and assume that it is the website
Electronic What?
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Breaking news Today’s edition
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Champion the Cause
• Devote resources to customer service
• Develop experts that can assist customers with everything from signing in to updating their browser to a more compatible version.
• Make sure that you promote a place where readers can go for help in all of your collateral material.
Assign a Proof Reader
• Designate a point person to review the electronic edition every morning.
• Be proactive about any corrections needed (missing pages, broken links, etc)
• Make sure problems are fixed before readers log on
Survey New Subscribers for Usage
Send post card and email surveys to new subscribers to make sure they understand how to use the e-Edition portion of their subscription.
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Choice
Majority of readers will choose print
BUT
Once the habit of the e-Edition becomes established – many readers will actually prefer it!
Knowledge Leads to Users
• Knowledge is the key to increased usage – the more readers understand how the e-Edition works and its features, the more likely they are to use it.
• Consider partnering with Senior Centers, Libraries, etc to provide training
• Create and distribute a “How to” pamphlet
e-Edition Pamphlet Test
Does Price Matter?
Pricing is an interesting concept: • Subscribers will complain about increases in
HD rates but will go out and buy a laptop to use for the electronic edition.
• Even if the e-Edition is free, some people still will not give it a try or use it.
Give Them What They Want- and More!
• Don’t underestimate puzzles and Obituaries. – Make them easy to find – Easy to print
• Add a link to additional puzzles and promote the fact that the e-Edition has more puzzles
Bonus Content
• Box Scores
• Special Sections
• Posters
Promote Promote Promote Promote Promote
Seasonality
• E-Edition user trends are similar to your print trends
• Holiday and peak vacation time – usage is impacted
e-Edition Email
• Subscriber’s view it as part of their subscription and call when they don’t receive it.
• Reduce Opt Outs – Give subscribers the option to set their profile
• Great vehicle to include – Paid advertising– Internal promo ads – Special announcements– Surveys
Today’s page 1
Lead stories
Stories inside
Premium ad link18
User Name=Email Address
This is a great way to acquire email addresses from subscribers.
If they use their email address as their user name, they are less likely to forget it, and it also gives you a great way to communicate with them.
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Know your e-Edition Universe
• Similar to single copy
• Develop detailed tracking methods to identify your e-users – both for profiling and identifying new targets
• Make increasing frequency a priority
Reading vs. Searching
E-Edition
Avg. time on site: 19 minutes
Avg. page views: 45
Dot com sites
Avg. time on site: 14 minutes
Avg. page views: 11.5
Source: September e-Edition report
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Survey Information- 9,464 Respondents
How often do you access the e-Edition?8.3 % everyday
29.9% most days
25.8% couple times per week
6.6 % once per week 6.2%
9.8 % couple times per month 9.8%
18.2% rarely 18.2%
2.1 % never
Survey Information cont…
How much time do you spend on the e-Edition?
24.5% Less than 10 minutes
40.7% 10-20 minutes
21.7% 20-30 minutes
1.3 % 1 hour or more
Survey Information cont…
Which sections do you access on the e-Edition?86.2% Front page
70.9% Local
48.8% Nation/World
47.8% Sports 42.4% Business
42.8% Entertainment
Survey Information cont…
Which of the following do you access on the e-Edition?
28.1% Obituaries
27.1% Comics
24.7% Puzzles
22.7% Coupons
5.7 % Classified
Survey Information cont…
Which of the following features have you used?25.5% Archives
25.6% Circulars
15.7% Forward to a friend
37.9% Increase/decrease font size
21.4% Search
24.2% None
Thank You!
Questions?