“Luckily that’s when the subscription bootcamp came in,” said Dipanjan Dutta, Head of Business Operations, ABP Digital, who credited this programme, organised by WAN-IFRA and supported by the Meta Journalism Project India, in helping them accelerate the pace of their plans.
For ABP Digital, “the idea was very clear,” Dutta said during a presentation at WAN-IFRA’s recent Digital Media India event. “How do we move from the volume metrics to the content quality metrics and embark upon a reader revenue journey?”
To do this, he said they realised they had to focus on engagement, and to improve it, they decided to concentrate on two key metrics: The amount of time readers spent on a page and the number of pages they looked at per session.
As part of their process, Dutta said ABP Digital undertook experiments to improve engagement at three levels by using:
Story-level experiments: such as modifying print headlines for online, and including sub-lines with all articles
Site-wide experiments: including the production of premium content and deepening their multi-media content, such as videos. Dutta added that, as was stressed in the bootcamp, premium content does not mean that a story is “exclusive,” but rather that it has a unique angle or distinct perspective for a publisher’s audience.
Cultural alignment: Getting everyone to focus on not only reach but also engagement.
Going forward, he said they are aiming to do a broader redesign of the article page to inclu…
Keen to read more? This content is exclusively available to our WAN-IFRA Members. If you believe your company is already a member, or you’d like to join in a personal capacity, please contact customer.service@wan-ifra.org If you’re a media journalist please reach out to dean.roper@wan-ifra.org
The post India’s ABP Digital focuses on engagement as it ramps up reader revenue journey appeared first on WAN-IFRA.
Najnovšie články
- 3 May, a time to grieve, protect, and support a global press in crisis
- On World Press Freedom Day, media renew historic drive to embed rights and protections
- Youth News Lab: defining what values will draw NextGen audiences
- World Press Freedom Day: the climate crisis toll on the journalists working to expose it
- “Santiago + 30 Declaration” is a call to consolidate freedom of expression as a fundamental human right
Najnovšie komentáre
Archív
- máj 2024
- apríl 2024
- marec 2024
- február 2024
- január 2024
- december 2023
- november 2023
- október 2023
- september 2023
- august 2023
- júl 2023
- jún 2023
- máj 2023
- apríl 2023
- marec 2023
- február 2023
- január 2023
- december 2022
- november 2022
- október 2022
- september 2022
- august 2022
- júl 2022
- jún 2022
- máj 2022
- apríl 2022
- marec 2022
- február 2022
- január 2022
- december 2021
- november 2021
- október 2021
- september 2021
- august 2021
- júl 2021
- jún 2021
- máj 2021
Kategórie
Search
Najnovšie články
- 3 May, a time to grieve, protect, and support a global press in crisis 3. mája 2024
- On World Press Freedom Day, media renew historic drive to embed rights and protections 3. mája 2024
- Youth News Lab: defining what values will draw NextGen audiences 3. mája 2024
- World Press Freedom Day: the climate crisis toll on the journalists working to expose it 3. mája 2024
- “Santiago + 30 Declaration” is a call to consolidate freedom of expression as a fundamental human right 2. mája 2024