[Research, audience & prospects]

Dissecting Engagement Reynolds Journalism Institute

March 2015

Tim GriggsPublisher & COO@TTGriggs

“If we have data, let’s look at data.

If all we have our opinions,

let’s go with mine.”Jim Barksdale

[About the Tribune]

• Five years old• Non-profit• Nonpartisan• Digitally focused• News, data, events• Covers politics,

policy, and government

2010 2011 2012 2013 2014 2015

[Revenue is growing!]

‘10 ‘11 ‘12 ‘13 ‘14 ’15 (forecast)

[Staff is growing!]

Se-ries1

June 2011

June 2013

Not until recently, anyway.

[Traffic? Eh, not so much]

Are we fulfilling our stated mission?

Are we fulfilling our stated mission?

Who are we reaching (and why)?

Are we fulfilling our stated mission?

Who are we reaching (and why)?

Who are we NOT reaching (and why)?

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?

Analytics

Qualitative research

User testing

Quantitative

research

• 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]

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

• 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]

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

• Ever heard of us?• Know we’re a nonprofit?• Willing to join?• First discovered us?• Advocacy on our behalf?• Impact?

[And more interesting stuff]

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]

# of paid users

Heavy user cohort

Monthly users

Total reach (offline + online)

Unaided brand awareness

[Most important audience data … to us]

ARPU

[Questions?]

Tim Griggs

@TTGriggs