The Independent is the latest publisher to replace its legacy commenting solution with Viafoura’s industry-leading suite of engagement tools to gain reader insights, build trust and create a more civil and interactive community
TORONTO, April 15, 2021 /PRNewswire/ — To support the continued emphasis on civil discourse and journalistic integrity, the leading UK publisher, The Independent, has selected the Viafoura audience engagement solution to build and nurture the reader communities of its premier global news sites, including The Independent, Evening Standard, Indy100 and Independent Español.
Viafoura’s digital experience platform enables publishers to go beyond commenting, and gain insight through actionable first-party data allowing companies to better understand their audiences. The Independent can deliver more personalized content experiences and marketing initiatives through Viafoura’s real-time conversations, live chat, content recommendations and personalized notifications.
The Independent selected Viafoura’s solution because of its ability to integrate the entire content creation and consumption cycle while also fostering civil discourse. The Independent has already seen an increase in civility, fewer articles getting flagged and reduced customer service complaints thanks to Viafoura’s AI-powered moderation service, advanced engagement and first-party data analytics. For example, Viafoura’s AI platform can detect if the term “snowflake” is being used in a benign way — in the context of a discussion of weather — or as an insult in a political discussion.
“We didn’t want to simply replace our old platform with a similar one; we were looking for game-changing technology that could improve reader engagement and provide us with a suite of features to help us build our communities and Viafoura gave us that,” said Jo Holdaway, Chief Data & Marketing Officer at The Independent. “By integrating the key moderation features with human interactions from launch, we are able to provide our journalists and community members a safe space where they can share their insight and opinions. The next phases of the roll-out will be based on the solid foundation of positive conversations.”
The Independent identified a need to own its visitor experience and other solutions were not able to integrate that experience across its platform like Viafoura. Publishers are quickly realizing that it is imperative to own their platforms and data so that they can provide a better and more personalized user experience.
“Viafoura lets publishers put reader engagement at the forefront of the relationship,” Viafoura CEO Jesse Moeinifar said. “For a news organization like The Independent, which has built its reputation on decades of quality and thorough journalism, having a platform that streamlines the cycle of discourse is crucial. Whether it is AI-powered moderation or delivering a truly customized experience through first-party data integration, publishers are able to utilize Viafoura to further the relationship between information source and the communities they serve.”
The Independent joins other major publishers such as the Canadian Broadcasting Corporation, Graham Media and Reach PLC who can engage their communities and deliver better content through actionable insights. To improve your community’s experience, please visit viafoura.com.
About Viafoura
Viafoura partners with over 600 media brands to engage, convert and monetize their digital audiences. With best-in-class engagement and content moderation solutions — including real-time conversations, live blogs, community chat, personalization tools and AI-powered moderation — Viafoura helps companies create active, civil and loyal online communities. Advanced data analytics also offer customers access to unique and valuable insights into their audience’s behaviors and preferences. As a result, the Viafoura solution drives higher registrations and subscriptions as well as better-targeted content and advertising.
About The Independent
The Independent has been at the frontline of journalism since its launch in 1986, with its mission to challenge and debate always ahead of its time. It is Britain’s biggest quality digital news brand and top 10 in the US. Publishing from 12 countries and in six languages The Independent is a truly global news organisation. Since The Independent became the UK’s first digital-only national newspaper in 2016, the brand continues to invest in and deliver high quality and trusted journalism while building out its data-driven products, services, audiences, and international presence.
