News-Press & Gazette Company (NPG), a Midwestern American family owned and operated business, is a powerhouse in the broadcast television and newspaper industries. Having thrived in the ever evolving news and publishing landscapes since 1951, NPG is keenly aware that change is good for business – but not without its challenges. With Viafoura’s tools and expertise, NPG aims to turn those challenges into an increase in the amount of time visitors spend on their sites and an improvement in their overall engagement by giving registered users the ability to comment with ease and the option to follow topics and authors of interest.
In a digital world where audiences are largely anonymous, it’s tough to maintain spaces for constructive, informative, and open conversations without coming up against toxicity and bad actors. “As a media company, NPG has a vested interest in open and robust discourse,” says NPG’s Director of News and Marketing, Michael Fabac, noting that “At the same time, we recognize that some individuals take advantage of digital anonymity to spread misinformation and hate. Viafoura is helping us find a tenable middle ground by providing a platform that encourages engagement and civility.”
For NPG, integrating Viafoura’s Conversations, Automated Moderation and Full Service Moderation tools is helping them restructure their on-site commenting and introduce a fast-paced, safe, and engaging community experience on all their sites. After a smooth onboarding, Viafoura’s tools are live on nine of NPG’s sites and driving immediate positive results. Among the wins, NPG is seeing properties that had fallen dormant due to previous moderation strategies come back to life.
Watch as KVIA.com, one of NPG’s properties, introduces its new audience engagement solution powered by Viafoura:
In tandem with updated community and moderation solutions, NPG is using Viafoura’s Audience Insights to gain a deeper understanding of audience interests and sentiments that could be used to further optimize audience-first engagement strategies. These insights allow NPG to serve targeted content to ideal existing and prospective registered users by using Viafoura’s Trending Conversations Carousel, even further improving engagement and time spent on their sites and pages.
As they continue to reap the rewards of Viafoura’s turn-key solutions, nothing but positive outlooks remain for continued audience growth, engagement wins, and limitless insights and learnings just waiting to be discovered in new found access to rich first-party data.