Download - Research, audience and prospects
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[Research, audience & prospects]
Dissecting Engagement Reynolds Journalism Institute
March 2015
Tim GriggsPublisher & COO@TTGriggs
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“If we have data, let’s look at data.
If all we have our opinions,
let’s go with mine.”Jim Barksdale
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[About the Tribune]
• Five years old• Non-profit• Nonpartisan• Digitally focused• News, data, events• Covers politics,
policy, and government
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2010 2011 2012 2013 2014 2015
[Revenue is growing!]
‘10 ‘11 ‘12 ‘13 ‘14 ’15 (forecast)
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[Staff is growing!]
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Se-ries1
June 2011
June 2013
Not until recently, anyway.
[Traffic? Eh, not so much]
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Are we fulfilling our stated mission?
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Are we fulfilling our stated mission?
Who are we reaching (and why)?
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Are we fulfilling our stated mission?
Who are we reaching (and why)?
Who are we NOT reaching (and why)?
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Are we fulfilling our stated mission?
Who are we reaching (and why)?
Who are we NOT reaching (and why)?
How many people should we reach?
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Analytics
Qualitative research
User testing
Quantitative
research
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• Adult• Lives in Texas• Daily digital news consumer• Seeks state news• Follows one or more of the policy
subjects we cover• Has a college degree• Follows state politics• Has a personal and professional interest
in understanding policy issues• Reads local newspapers• Voted in last two years• Interested in the Trib concept
[Profile of a current user]
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Texas population 26,000,000
Population 18+ 19,000,000
% digital news consumers 69%
% who meet profile criteria 2.8%
People like our current users 400,000
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• Adult• Live in Texas• Digital news consumer• Seeks state news• Follows one or more of the policy
subjects we cover• Interested in the Trib concept
[Profile of a prospect]
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Texas population 26,000,000
Population 18+ 19,000,000
% digital news consumers ~69%% who seek
state news andfollow at least one policy subject
~77%% who indicate interest in Trib
~39%
Potential users 4,000,000
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• Ever heard of us?• Know we’re a nonprofit?• Willing to join?• First discovered us?• Advocacy on our behalf?• Impact?
[And more interesting stuff]
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Advocacy
Loyalty
Preference
Experience
AwarenessExpose the brand + build future loyalists from civically engaged Texans (~4M)
Deepen engagement among current loyalists and core users (~400K) and monetize them
[An audience strategy framework]
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# of paid users
Heavy user cohort
Monthly users
Total reach (offline + online)
Unaided brand awareness
[Most important audience data … to us]
ARPU
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[Questions?]
Tim Griggs
@TTGriggs