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Event Roundup: 2016 Audience Development Conference


Last week, the Viafoura team took on the 2016 Audience Development & Circulation Management Conference, held at Dallas Morning News.

We embraced the conference in full force, attending a diverse array of sessions on driving engagement, growing audiences, and diversifying revenue sources. The speakers inspired us with their innovative ideas, practical experiences, and ability to adapt in the always changing and evolving news media landscape.

We’re sharing some of the key takeaways from the conference:

Driving Digital Engagement

Laura Inman Nolan, Senior Director, Audience Engagement, Group Lead CMG Newspapers at Cox Media Group shared the lessons they’ve learned about digital engagement, effective content, and the value of critical metrics. Laura emphasized the role audience engagement plays in driving subscription:
  1. Go Local: Local content will strike relevance and resonate with your readers.
  2. Leverage Data: Data will show you what your readers want.
  3. Put Mobile First: Most subscribers read their emails on their phones so it is important that content is mobile-friendly.

Meeting Readers Where They Are

Dallas Morning News (DMN) has done a great job of keeping their print brand strong and relevant, while adding on specialties that tap into additional needs for businesses.

Mike Wilson, Editor from the DMN, reiterated their commitment to becoming a better digital news organization. “Imagine a newsroom where we think of the DMN first as a digital news organization,” Mike shares. “A newsroom where we are driven much more by what the audience needs and much less by what we’re used to doing.”

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This session covered the DMN’s recent re-evaluation of its capacity to effectively serve an increasingly digital audience.

Diversify Revenue Sources

Laura Burke, General Manager at Suburban Life Media/Shaw Media, and Kate Weber, Publisher from Shaw Media shared their successes in finding multiple revenue sources by focusing on local events, niche print and digital publications, including Pro Football Weekly, which is now producing content for newspapers out its markets.

The Rewards of Engaged Journalism

We also spoke at the conference. Dan Seaman, Director of Product at Viafoura and Jake Batsell, Engaged Journalism Author and Professor at SMU discussed, “The Audience Growth and Revenue Rewards of Engaged Journalism.” They presented techniques to foster audience loyalty and best practices to optimize audience feedback and comments for better engagement. To conclude, Jake wrapped it up all with a tweet:

“Engagement is crucial to journalism’s survival. But to be effective, it must fill a specific audience need. And it comes with perks & cost.”
—Jake Batsell

To build your business case for engagement and learn five ways to engage your audience, watch our on demand webinar The Future of Engaged Journalism to gain fresh insights from Dan and Jake.

An Event to Be Shared & Not to Be Missed!

It was great connecting with everyone and hearing from an authoritative lineup of speakers at the 2016 Audience Development & Circulation Management Conference.

We’ll see you all again in 2017!

Connect with an Audience Development Strategist today and learn why 600+ media brand trust Viafoura as their partner in audience development.

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