Viafoura Releases Next Generation Audience Development Platform for Media Companies

Enhanced solution empowers media brands to drive subscriber rates and online engagement, demonstrating competitive value to advertisers

TORONTO (August 23, 2017): Viafoura, a leader in engagement, commenting and moderation tools, today announces the release of its upgraded Next Generation Audience Development Platform. Optimized to encourage audience participation, registration and subscription within online communities, the enhanced solution provides media brands with the tools and first-party user behavior data necessary to support their market value.

As the only Audience Development Platform for media companies, Viafoura understands the importance of establishing and cultivating an engaged and loyal online community. Clients using the next generation platform can expect to see a rise in their website’s engagement metrics due to the complete redesign of the real-time commenting user experience. This enhanced experience includes new engagement capabilities such as follow features, notification feed and news tray, web push notifications, automated moderation and more.

The addition of follow features allows users to “follow” authors, other users, pages, sections and topics to receive real-time updates in their notification feed. The new web push notifications give brands the added ability to deliver breaking news alerts when users are off-site. They also give brands the opportunity to alert users of new replies, likes and followers, due to the platform’s one-of-a-kind integration with commenting features.

“With these new integrated tools, media companies can use Viafoura to take their audience development strategy to the next level,” said Viafoura’s founder and CEO, Jesse Moeinifar. “Instead of leaving engagement to social media and, thus, losing out on invaluable first-party user data and on-site interactions, our platform empowers media brands to build relationships with customers directly on their owned channels. This is achieved by giving brands direct access to on-site engagement tools and user behavior data.”

The newly-added user behavior data provided by Viafoura includes pageviews, attention time and return visits. This complements the platform’s existing data collection on a brand’s audience, community and specific campaigns. Viafoura API’s connect this first-party data with marketing and sales platforms (i.e. DFP, BI, Paywall, CRM, DMP) to drive actionable analytics and revenue. With this information, brands can deliver more relevant content, such as emails and repurposed, user-generated content, to cultivate continued engagement among their target audience, thus increasing revenue.

To learn more about Viafoura’s Next Generation Audience Development Platform, visit the company’s blog at or contact

About Viafoura

Viafoura’s Audience Development Platform empowers brands to increase engagement on their websites with user registration, engagement, moderation and analytics tools. These tools allow organizations to deliver a seamless user experience and capture first-party audience data, resulting in increased loyalty, revenue and life-time value of customers.

Media Contacts:

Allison Munro, Head of Business Development & Marketing for Viafoura:

Amber Richards, Uproar PR for Viafoura:, (321) 236-0102 x233

How Audience Engagement Tools Impact Revenue

What is audience engagement?

Engaged users increase your pageviews, time on site, and ultimately, revenue.

But what is an engaged user exactly?

Simply put, it’s a website visitor who is actively involved with or interested in your brand. In a study led by researchers from Google and Yahoo, they categorized user engagement in four ways:

  • Bounce: user did not engage with the article and left within 10 seconds after arriving
  • Shallow engagement: user stays and reads 50% of the article
  • Deep engagement: user reads more that 50% of the article (means he had to scroll down which indicates commitment)
  • Complete engagement: user posts a comments or a reply on the article

We would define an “engaged user” as anyone who likes, dislikes, shares content/comments, posts a comment, replies to a comment, or follows content/authors/other users. The more actions they complete, the higher their engagement.

It’s also important to note that some actions are “worth” more, or signify higher engagement. For example, a user who posts a comment is more engaged than someone who simply likes content, because they are taking more time to provide a personal opinion. A user who follows an author, story, comment or other user is more engaged than someone who shares an article because they are proactively choosing to be informed and updated in real-time, showing significant interest.

So how do you engage your audiences or encourage them to perform these actions?

Audience engagement tools increase social interactions

Audience engagement tools give users more opportunities to engage with your brand and other community members, much like social media.

Here are some common audience engagement tools:

  • User profiles: Displays user’s username, avatar, comments, likes and followers
  • Notification feed and alerts: Displays breaking news, new comments/replies, updates to content that has been followed
  • Web push notifications: Sends breaking news alerts to user when they’re not on your website
  • Social share bar: Allows users to quickly and easily share articles to social
  • Real-time commenting: Allows users to see online discussions unfold in real time and post comments
  • Follow features: Users can follow other community members, authors, topics or stories to receive real-time updates
  • Trending articles: Users can view top performing articles in real time
  • Editor’s pick: Displays best comments in prominent positions on your website to reward commenters
  • Badges: Colorful badges that appear beside users’ avatars, indicating who are the authors, moderators or trusted users

Media brands and publishers using these types of tools can expect to see significant increases in comments, replies and likes. One such brand, Graham Media Group, saw the following results after implementing engagement tools across seven of their news sites:


increase in total
comments & replies


increase in
total interactions


increase in
comment per user


increase in
replies per user

We also found that users who visited pages with engagement tools produced a 248% lift in weekly pageviews per user and a 364% lift in time-spent on site per week.

Here are the results:

Total Weekly Pageviews per User Total Weekly Attention Time per User
Did not view engagement tools 2.07 4.07 minutes
Viewed engagement tools 7.20 18.80 minutes

Additionally, across our network of 600 brands, 80% of all user registrations occurred on pages with engagement tools. And users who register generate 5x more return visits per week compared to non-registered users.

Now we come to the final question: how do these KPIs impact revenue?

Increased ad revenue

Research from data scientists confirms that not only do pageviews per visit increase ad revenue, but so does session time per user, as depicted in the graphs below. It’s also evident that getting users beyond the first few pageviews or seconds offers exponential revenue potential.



You’ll notice that session time has a surprisingly similar positive correlation with revenue as pageviews. Increased attention time means that there is more time for the ads to load on the page, and there is also a greater chance that a user will see the ad and potentially click on it.

Increased subscription revenue

Researchers Zalmanson and Oestreicher-Singer found that a user’s willingness to pay for premium services is more strongly associated with their online social activity than their content consumption.

In other words, users who engage more with other community members and with content are likelier to subscribe. In order to raise engagement levels, they suggest content producers should invest in a platform that provides the social engagement tools necessary to encourage active participation.

Doing so can increase subscriptions significantly, as witnessed by a New England media company whose digital subscriptions jumped by 410% over three years after implementing automated audience engagement and targeting tools. Additionally, by displaying relevant content to anonymous visitors, they were able to increase the number of registered users by 9%.

Interestingly, Zalmanson and Oestreicher-Singer also found that users are more likely to subscribe if they have connections with other subscribers. The more subscriber friends that users have, the likelier they are to pay for premium services. This is likely due to the psychological phenomenon of social proof or social influence, where people mimic the actions of others because they assume it’s the “correct” behavior. Knowing this, publishers may want to consider how they can highlight their subscribed users so that their followers/friends are aware of their purchase decision.


If you have the right audience engagement tools in place, your audience will return to your website organically and regularly.

It’s also less expensive to encourage your current website visitors to engage than it is to purchase new eyeballs on an ongoing basis, similar to acquiring new customers vs. retaining your current ones. Not only will you save on marketing and advertising costs, but you will also increase your pageviews, attention time, online interactions, and most importantly, your advertising and subscription revenues.

Connect with us today to learn how Viafoura can help you engage, discover and grow your audience.
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Viafoura Releases Next Generation Audience Development Platform

Building on our industry-leading commenting and engagement tools, Viafoura releases new tools, a modernized look and an improved user experience to the Audience Development Platform (ADP). Viafoura’s Next Generation Audience Development Platform provides all the tools you need to engage and grow your online community in real time.

New Features

commenting widget in viafoura audience development platform

Real-Time Commenting

  • Follow users
    Users can follow other users directly from the comment thread to instantly view their interactions in a notification feed
  • Highlighted author comments
    Author comments are highlighted to notify users that the author is interacting
  • Adding images & videos
    Users can now post multiple images and videos to a single comment
  • Image & video gallery
    All images and videos on a page are added to a gallery; images and videos can also be added to gallery without posting a comment
  • Easy customization
    Color customization requires less coding

browser based push notification in viafoura audience development platform

Browser-Based Push Notifications

  • News alerts
    Push breaking news and personalized messages to your users even when they aren’t on your site
  • Comment replies
    Drive re-engagement by pushing notifications of comment replies to users
  • Easy integration
    Avoid the massive expense of building and maintaining mobile apps

Follow Features

  • Follow authors
    Users will get notifications when authors posts new content
  • Follow page/section
    Brands can add a “follow” prompt to any page, section, topic or story
  • Follow episodes
    Followers are notified of every new episode, podcast or video
  • Follow product availability
    Notify users when products are back in stock for purchase

Notification Feed

  • User notifications
    Displays all user notifications in a sliding sidebar, such as replies, likes and followed content
  • Easy access
    Users can access the feed from anywhere on your site
  • Notification bell
    A bell icon indicates the number of new notifications
  • News alerts
    Deploy breaking news alerts to your audience no matter where they are on your site
  • Follow features
    Allow users to follow other users and comment threads, with updates showing up in their feed

Community Tab

  • View followers
    Allow users to see who they are following and who is following them
  • Follow recommendations
    Automatically suggests users to follow
  • User stats
    Shows number of followers, likes and replies

User Profile Tab

  • Personal profile
    Shows users their own avatar and comment history
  • Other user profiles
    Displays another user’s avatar and comment history after clicking on their name

FAQs for Viafoura Clients

  1. How easy is it to upgrade?
    Depending on the amount of customization, the upgrade can be extremely simple. Simply contact your Client Success Manager to walk you through the entire process.
  2. Does it cost more?
    There are no additional costs to clients.
  3. Is there any work I need to do to integrate styling?
    Yes, the new experience has richer tools that you can customize with your own CSS.
  4. Is there a new JS I need to integrate?
    Yes, there is a new integration script.
  5. What kind of impact will I see to KPIs?
    With more opportunities to engage your community members, you can expect to see a rise in your website’s engagement metrics like pageviews and attention time.
  6. Have these new features been used by any existing customers?
    Yes, many of our clients have integrated these new features.
  7. Will the current version of the Audience Development Platform be deactivated as a result?
    Yes, once all of our clients have upgraded, we will be retiring the older version.
Contact us today to learn how to integrate our new tools and look into your website.
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CBC and The Weather Network Discuss Online Commenting

The Importance of Commenting from RTDNA 2017 Conference

In the RTDNA session, Commentary, Commenting and Diversifying Your Voices, our Head of Marketing, Allison Munro, moderated a conversation with news media executives from the Canadian Broadcasting Corporation (CBC) and The Weather Network (Pelmorex Media). The two panelists included Jack Nagler, the Director of Journalistic Public Accountability and Engagement at CBC, and Carrie Lysenko, the Head of Digital at Pelmorex Media. Their discussion explored the pros and cons of online commenting and how news media organizations can overcome the challenges.

How Important is Commenting in News Media?

For the Canadian Broadcasting Corporation (CBC), commenting is not just a value add; it’s critically important for their brand strategy. One of their goals is to provide Canadians with a place to explore their diverse opinions, and commenting supports this vision. Nagler states that commenting has helped them become a better newsroom because their readers improve the stories being told.

At The Weather Network, Lysenko stated that commenting is important because nature-enthusiasts want a forum to share their opinions, photos and videos. Lysenko also noted that when they turned off comments, there was a significant drop in pageviews and attention time.

This echoes our findings that brands with commenting can increase their pageviews by 248% and attention time by 364%. Researchers for the MIT Sloan Management Review also confirm that users’ willingness to pay for subscriptions increases with their growing online social activity.

“Only an engaged user will become a long-term subscriber.”
—Tobias Henning, GM of BILD

A majority of website visitors would also agree that website commenting is valuable. In a recent survey of their audience, CBC found that 70% of respondents said that comments were important to them. Furthermore, they saw that 70% of website visitors spend at least 15% of their time onsite just reading comments.

Using Comments to Create New Stories

CBC receives story tips and article corrections within their comment section from their loyal readers and watchers. Nagler asserts that audience contributions add a lot of value to their articles as they spur further discussions and stories.

He gave an example about an article on a wedding party that fell ill during their stay at a resort. After reading the story, another reader commented that she too got sick at the same place. From there, an investigative story was born, providing valuable information to other travellers.

CBC now takes their top comments and creates stories from them in the Revenge of the Comment Section. As these stories are made from comments, they offer a quick and cost-effective way for publishers to post new content.

Similarly, users share their photos and videos with The Weather Network, which drives further engagement and new content. Lysenko described when The Weather Network connected one of their website contributors to Canada Post to create an official stamp. After viewing the photo he submitted, they made arrangements to create the stamp and tracked his story on their website.

Three SEO Benefits of Online Commenting

User-generated content, such as comments, can be indexed by Google if it’s placed higher on the webpage. For example, editors can choose their favorite comments and place those quotes within the body of an article.

Furthermore, pages with active content updates, such as new comments, can trigger additional reindexing and improve the recency and relevance of the page in search results.

Your audience may also use keywords around a topic that differ from what journalists write, and can provide closer matches to search terms.

The Truth Behind Facebook Commenting

While your Facebook page may be a hotspot for online commenting, it can’t take the place of commenting on your website. And it’s not only because your direct website visitors are more loyal than your Facebook readers, but also because Facebook doesn’t give publishers all their first-party audience data from commenters. (Similarly, Facebook’s free commenting platform for websites also keeps your invaluable data.)

Both CBC and The Weather Network recognize that publishers should focus on getting readers to comment on their websites and collecting their audience data. That doesn’t mean Facebook or its tools shouldn’t be used at all; in fact, Social Login is an extremely valuable tool for news media websites.

When users are able to register for news websites through their social media account, this greatly reduces friction when signing up. It can even increase conversion rates by 20% to 40%. Lysenko adds that if you have the capability to import data from their social account into their user profile on your website, then you’re taking advantage of Facebook login without giving away your data.

“Direct visitors are more loyal than Facebook visitors.”
—Terri Walter, CMO of Chartbeat

Moderation is the #1 Challenge for Community Management

Both panelists say that the greatest challenge to commenting is moderating online discussions in real time. With so many trolls online, moderation is vital for publishers who want to provide a safe space for their users. And according to Engaging News Project, users’ interest in returning to a website almost doubles if they know the discussion will be civil.

CBC found difficulties with both pre-moderation and post-moderation. With the former method, moderators review comments before they get published. But this time-consuming task doesn’t allow for real-time discussions, which are so important for timely news and weather events. With the latter method, users are able to post comments without review, and inappropriate comments only get removed if they are flagged by the community and reviewed by a moderator. While this avenue is much less time-consuming, brands risk having content on their website that doesn’t align with their guidelines.

Like some media companies, CBC has even opted out of commenting altogether on certain stories that may trigger heated arguments. Similarly, The Weather Network chose to disable commenting on stories about climate change, finding too many undesirable comments between advocates and deniers.

Since then, The Weather Network has decided to employ automated moderation to manage their online communities. Automated moderation uses artificial intelligence to automatically detect and delete offensive comments. This allows conversations to unfold in real time while maintaining a brand’s community guidelines.

Human Moderation

Automated Moderation

81% accuracy

92% accuracy

They have also decided to offer self-moderation tools that allow users to personalize their online experience. These include the ability to mute other users and to dislike and flag comments.

Save Time and Resources with Automated Moderation

Website commenting has been an important feature for both the CBC and The Weather Network, helping them increase brand loyalty.

It’s also been invaluable to their audiences, who enjoy reading the comment section and sharing their content with others. However, many users get deterred from engaging on your website if the discussions aren’t civil and respectful.

Automated moderation is the latest solution to this problem, giving media brands a cost-effective way to moderate their communities. Media organizations have also shown that automated moderation drives further engagement, by increasing comments, likes and registered users, while significantly reducing flagging and the time and effort needed by moderators.

Want to know how much you can save with automated moderation?
Try our new ROI calculator today!

Key Insights from INMA World Congress of News Media 2017

2017 Insights for News Media Organizations

Our team just got back from INMA World Congress 2017, a leading event for the News Media Industry that took place in New York City from May 21st to May 23rd.

It was an inspirational convention full of the world’s top industry leaders discussing trending topics like social media, fake news, subscriptions, the monetization of audiences and artificial intelligence.

Below we’ve highlighted some key insights from the closing session alongside insightful ideas from one of the keynote speakers, Amy Webb.

Artificial Intelligence: Today’s Fringe is Tomorrow’s Mainstream

Amy Webb is the author of The Signals are Talking: Why Today’s Fringe is Tomorrow’s Mainstream, as well as the founder of the Future Today Institute and Professor at New York University Stern School of Business.

In her session, Where the Signals Point News Media Next, Webb states that news media organizations need to investigate the fringe and plan ahead for a world with artificial intelligence. Instead of viewing new technologies as “frivolous/novelty,” news media organizations should take action when they see a new trend coming. But unfortunately, many in this industry suffer from the paradox of the present: “You can’t see beyond what you currently know to be true. You fear or reject new ideas.”

“Recognize that without action, AI is one of your biggest, scariest monsters.”

Webb says that the news media world has undergone a tremendous shift lately:

Before Now
Absolute control of product
Trust in product
High perceived value of product
High actual value (coupons)
Scarcity of product
Control of product, only until publication
Erosion of trust
Low perceived value of product
Low actual value (coupons are everywhere)
Abundance of product

“Public trust in media is at an all-time low.”
—2017 Edelman Trust Barometer

To combat this shift and stay ahead of the game, she recommends spending 10 minutes a day reading and learning about trending topics, such as:

  • Artificial intelligence
  • Real-time machine learning
  • Image completion
  • Predictive machine learning
  • Natural language generation
  • Generative algorithms for voice
  • Generative algorithms for sound
  • Algorithmic personality detection
  • Hidden bias in AI
  • Accountability and trust

News Media Outlook: The Indispensability of News Brands

In this session, INMA’s Executive Director and CEO, Earl J. Wilkinson, focused on promoting the value of news brands to combat the changing news ecosystem.

He believes that the growing impact of Facebook, opinion websites and fake news have created a “perfect storm” that will push changes in journalism. Wilkinson suggests the following opportunities for news brands:

The Race to Be No. 3

Tech giants, Facebook and Google, do not show signs of slowing down, so it’s up to news brands to stay top of mind and establish their place at No. 3 by:

  • Taking away friction for consuming content
  • Making it easier for users to buy/subscribe
  • Harvesting data that can be used for content and ad personalisation

Greater Need for Data

To compete, news brands will have to leverage data and technology to:

  • Improve business outcomes
  • Create a data foundation for future
  • Lower cost of operations in the long-term
  • Deliver on the “new normal for consumers”- personalization and relevance
  • Shift from “blind” marketing to metrics marketing

The Subscriber Focus

The focus on subscriptions is vital, especially in the face of declining ad revenues.

News brands need to better understand who their subscribers are, including:

  • Users’ engagement habits and interactions with brand
  • Probability of canceling
  • Why and when subscribers cancel
  • Content types + consumption patterns that predict retention and price elasticity
  • How each content segment attributes to audience revenue
  • Which subscribers will be influenced by retention programs/li>
  • Personalised retention treatment for each subscriber

Data, Personalization and the Viafoura Audience Development Platform

We spent our time at the event showcasing our platform that addresses many of the key learnings at INMA World Congress.

There are three components to the Viafoura Audience Development Platform for news organizations – user registration, engagement tools and automated moderation. These tools help media organizations to convert their website visitors into subscribers, and to increase attention time, pageviews, interactions and civility.

User Registration

The user registration tools create a frictionless user experience by allowing your website visitors to register in seconds with their social or email account. News brands with multiple digital properties can employ Single Sign-On so that their users can log into all their websites just by registering once with their social or email account.

Engagement Tools

Viafoura engagement tools make it easy for users to interact with news articles, journalists, and with one another. Users can create their own profiles with avatars, which helps them build real connections with others, and gives you access to their profile data.

They can like and follow their favorite stories, journalists and users, and those interactions will appear in their notification feed when they’re on your website. They can easily comment on stories, and if they stumble on offensive comments, they can dislike or flag them, or even mute users entirely. Website moderators can reward users with a Trusted-User or Editor’s Pick badge, or give temporary bans to encourage better behaviour.

Automated Moderation

Lastly, Viafoura’s Automated Moderation tool automatically scans and removes comments with spam, trolling and online abuse. Using artificial intelligence and natural language processing, it can detect inappropriate comments and customer complaints in real time, so that your moderators can focus on pressing matters instead of reading through thousands of comments. This system will eliminate up to 90% of the time and effort it takes to moderate an online community, reducing your costs significantly.

Together, these tools provide news organizations with first party data that can be used to personalize content and deliver relevant ads. Furthermore, Viafoura’s analytics dashboard provides audience insights by tracking the impact that engagement has on metrics like pageviews, attention time, loyalty, reach, and registrations.

Let’s connect today and see how Viafoura can help you engage, discover, and grow your audience.
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RTDNA 2017: Fake News, Trolls and Diverse Commenting

RTDNA 2017 Conference in Toronto

For news broadcasters, the story doesn’t end when it’s published or aired. It’s just the beginning for their audiences, who are looking to discuss their diverse opinions around a shared reality.

That’s just one idea that will be explored at the Radio Television Digital News Association (RTDNA) 2017 National Conference. Taking place from May 26 to 27 at the Sheraton Centre in Toronto, the conference offers a forum for open discussion on the issues that impact Canadian newsrooms. It’s also a great opportunity for career development and connecting with leaders in news media.

This year’s topics include:

  • Connecting with highly-skeptical and mistrusting audiences
  • Combating the fake news epidemic
  • The responsibility of journalists to reflect diversity in the newsroom
  • Encouraging audiences to constructively debate their diverse opinions
  • Knowing your audience and monetizing it
  • Using investigative journalism to grow audiences
  • The future of news radio

Encouraging Diverse Opinions with Civil Commenting

If you’re interested in driving audience engagement and civil comments on your website, we encourage you to attend Commentary, Commenting and Diversifying Your Voices on Friday, May 26 at 1:45 PM.

The panel discussion features leaders from Canada’s top news media organizations—Canadian Broadcasting Corporation (CBC), The Weather Network (Pelmorex Media), Global News and Corus Radio. Our very own Head of Marketing, Allison Munro, will also be there moderating the discussion.

Together, they will be exploring the best way to encourage diverse commentary in an age of trolling and online attacks. Attendees will learn the value of commenting for their journalistic approach, audience relations, and their bottom line. In addition, they will hear how these industry leaders moderate and protect their online communities without draining their resources.

“Canada is rich not only in the abundance of our resources and the magnificence of our land, but also in the diversity and the character of our people.”
The Will of a Nation: Awakening the Canadian Spirit—George Radwanski & Julia Luttrell

Not attending RTDNA? Don’t miss out on the learnings—download our white paper, How Audience Engagement Drives Retention, Loyalty and Revenue.

Download Guide

Meet Viafoura at INMA World Congress

INMA World Congress of News Media

We’re excited to be heading to INMA World Congress 2017 to meet with the world’s leading news media organizations. The conference takes place at TheTimesCenter in New York City from Sunday, May 21st to Wednesday, May 23rd.

This year includes a dazzling welcome reception in the Museum of Modern Art, case studies from international peers, and presentations on audience and revenue growth from which to benchmark your efforts.

Viafoura in the Big Apple

We’ll be there in booth #3 talking about the Viafoura Audience Development Platform that helps 600 brands like Hearst, GateHouse Media and Canadian Broadcasting Corporation to engage, discover, and grow their audiences.

If you’re attending, stop by our booth to grab some Viafoura goodies and learn how our platform is changing the way media organizations build and monetize their audiences.

Book time with us to chat 1:1 about the Viafoura Audience Development Platform.
Book a Time

Get Your Guide to Audience Development

Not attending INMA World Congress? Make sure to download our white paper, How Audience Engagement Drives Retention, Loyalty and Revenue to stay in the know about the latest audience development technologies.

You’ll learn:

  • How media organizations are engaging their audiences in real-time
  • How direct relationships convert to revenue
  • How to use technology to drive social connectivity

Learn how to build and monetize your audience.

Download Guide

El Tiempo Gives its Readers Personalized Experiences with Viafoura

Leading Colombian news source, El Tiempo has selected the Viafoura Audience Development Platform in Spanish to support them in growing a vibrant online community.

Germán Sánchez, Senior Head of Digital, comments, “It’s important for us to know our readers and give them a space to discuss local news in a meaningful way. Viafoura’s platform gives our audience many opportunities to engage with one another, and gives us a deeper understanding of our readers.”

El Tiempo has been a leader in the Colombian newspaper industry for over 100 years, but recently faced a unique set of challenges with the addition of an online presence. The media company wanted to deepen audience engagement with their brand, but struggled with an outdated commenting platform and a lack of engagement tools. After evaluating a number of vendors, El Tiempo selected the Viafoura Audience Development Platform for its variety of engagement and analytics tools.

We love that we can deliver a personalized experience to our readers where they can easily connect to the people and news that matter most to them.
—Germán Sánchez, Senior Head of Digital

El Tiempo is now supported with a variety of tools including:

Spanish Localization: The Viafoura Audience Development Platform in Spanish; also available in English, Dutch, French, Arabic and Serbian

Anonymous/Registered Integration: This commenting module simultaneously allows anonymous and registered users to comment and engage with one another

Enterprise Real-time Commenting: Enables real-time conversations to drive engagement, increase time on site, and increase interactions across users, authors, and content

Editor’s Picks: Gives your best commenters badges and incentivizes quality comments through promotion

Article Share Bar: Increases social sharing and drives traffic to its websites

Audience Insights: Quantifies the impact of on-site engagement on the company’s key metrics

Equipped with Viafoura engagement tools, El Tiempo can now deliver an engaging user experience that connects readers to authors, one another, and to their news brand. Germán adds, “We love that we can deliver a personalized experience to our readers where they can easily connect to the people and news that matter most to them.”

Live Webinar

Join Luis Barrios from El Tiempo on September 27, 2017, to uncover audience engagement best practices for news organizations.

Save my Seat

Video: Viafoura Audience Development Platform

Viafoura empowers over 600 media brands to engage, discover, and grow their communities on-site.

How do we do it?

Our Audience Development Software is comprised of tools for user registration, engagement, moderation, and audience insights. These tools empower readers to have real conversations on your website, while providing audience insights in real time.

With Viafoura, media organizations have dramatically increased their time-on-site, number of unique visitors, pageviews, and online interactions.

Watch to learn more:


What are you waiting for? Let’s connect today and see how Viafoura can help you engage, discover, and grow your audience.
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Missed MediaXchange? Key Insights for News Organizations

Key Insights from mediaXchange 2017

Rain or shine, we knew mediaXchange in New Orleans would be a great success. The event attracts the top news media executives and covers a variety of topics from key technologies to content strategy. Below we’ll cover our top insights from three of our favorite sessions.

Real Relationships are More Important than Ad Views

In the session, Audience Development: Monetizing with High Integrity Metrics, the Corporate Director of Audience Development for McClatchy, Daniel E. Schaub, highlighted the importance of building real relationships with readers and establishing yourself as a trusted news brand.

Schaub believes this is more important now than ever because news media organizations are being victimized by ad fraud.

While advertisers in the U.S. are spending an all-time high of $83 billion this year, only 3% of the 329 million websites that are competing for ad views are legitimate sites. Some of these websites have absolutely no content, while others contain fake or stolen news content. Either way, this takes away from your ad spend and doesn’t get your ads in front of the right people or in the right space.

Schaub stresses that publishers need to focus more on leveraging their trusted brands to build relationships with readers than on ad views or impressions.

He points out, “You have the opportunity to offer real people, real connections.”

How to Drive Subscriptions

In the session, Cutting-Edge Solutions to Driving Subscriptions, there were three points that resonated with us. First, that readers subscribe due to civic reasons, to gain subject-matter expertise, and to share information with others. They are triggered to subscribe when they encounter discussions of subject expertise, metered paywalls, a lifestyle change and marketing campaigns. That means that news organizations can greatly benefit from encouraging discussions that promote subject expertise on their websites, while putting up paywalls and triggering users with marketing ads and emails.

Second, 36% of people under the age of 35 are paying for news in some form. While older readers are more likely to buy an e-edition, a younger person will want “snappy, quick, personalized news.”

Third, the Executive Director of API, Tom Rosenstiel, highlights that newsrooms should take advantage of the untapped market of mobile coupons.

Strategies for Reader Engagement

In Proven Strategies for Reader Engagement, the Director of Consumer Marketing at Washington Post, Rich Handloff, believes personalization is the key to user engagement.

“At the Washington Post, we ask them to tell us what they’re interested in,” he said. “What they tell you, you will then be able to serve them up worthwhile content.”

They send out an email every Friday to their print subscribers to notify them what’s coming up over the weekend. They also send daily emails about the news that happened since their morning paper went to press.

We’d like to add that another key way to personalize information is with a notification feed that automatically posts information that is important to readers. They can follow authors, comments, and other users, and get real-time notifications in their feed.

Personalization and Audience Engagement With Viafoura

Our Head of Marketing and Business Development, Allison Munro, was also at mediaXchange discussing the Viafoura Audience Development Platform that addresses many of these key learnings.

The platform gives news organizations a real-time commenting section that promotes civil discussion and subject expertise from readers. The engagement tools helps users connect to one another, to authors, and to your brand. Whereas the notification feed gives users a personalized view to increase their attention time and online engagement.

Now is the time to offer real connections to real people. Let’s chat about driving meaningful engagement for your news brand, connect with us today.
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