Tag: Audience Engagement

Why turning off the comments is a threat, not a solution, for media companies

Trolls, spam and misinformation have given commenting spaces a bad reputation.

Websites that are flooded with offensive and untrustworthy comments can lose the respect of advertisers and users. Publishers often think that the only solution is to give up and close down their commenting tools.

But shutting off the comments isn’t a solution; it’s a catalyst for serious business problems.

The issue with dropping commenting from your website

The reality is that media companies suffer the second they get rid of their website’s social tools.

“(Without comments, companies) lose a direct connection with their audience (and just provide) passive content for readers, as opposed to creating active opportunities for feedback and opinions,” says Mark Zohar, Viafoura’s president and COO. “That feedback loop between content, publisher and author is critical for high-performing content and re-engaging audiences.”

In a nutshell, media organizations need commenting tools to get closer to their communities and create better experiences for audience members and staff.

Companies that drop their comments aren’t solving anything; they’re just allowing their worst audience members to damage their brands. 

Throw in the fact that 50% of new user registrations happen on web pages with commenting tools, and it’s easy to see why social spaces are must-have website features for all publishers hoping to grow closer to their audiences.

Cupped human hands on a table with speech bubbles in the middle.

How to run safe and successful commenting spaces

Comment moderation is a publisher’s greatest weapon against offensive user behaviour. The importance of supporting any online social tools with advanced comment moderation services cannot be overstated — it’s what separates the safe, lucrative social spaces from those that are doomed to fail.

Media companies that pair their online commenting spaces with effective moderation give themselves the greatest chance to grow their audiences, customer loyalty and revenue without damaging their reputations.  

“People want to participate in communities where they feel safe,” Zohar explains. “We know from our data that communities and sites with active, positive moderation that’s civil generate engagement on-site.” 

When protected by Viafoura’s automated moderation services, our data shows that customers have seen engaged users spend 168 times more time on-site, gain up to 2,000 new monthly registrations, and view 3.6 times more pages than media companies without commenting tools. 

“Where (commenting) doesn’t happen, we see a drop-off in engagement,” adds Zohar.

Instead of ditching comments, media companies can draw on moderation to create safe environments that invite journalists, readers and commenters to communicate and connect with each other. 

Nervous that moderation might be too expensive to invest in? 

There are plenty of cost-effective AI-based and human moderation options available. You can also look for an engagement tool provider that includes moderation services directly in their commenting solution for an affordable, hassle-free experience.

Get rewarded with user data

Newsrooms don’t get much value from sending content into a void, where they never hear about it again. Moderated commenting tools give journalists the chance to have positive conversations about their content, get feedback about it from their registered readers, and use that information to make content even more compelling in the future. 

This means that as registered users leave comments on your site, you can expand your user data beyond their general profiles to include information on audience behaviours, interests, sentiments, propensity and purchase intent. 

Once you have that declarative data, you can feed it into your business model. 

“Allowing for users to communicate directly with you and (other readers) around content creates insights, (leading) to rich user profiles that evolve over time as they participate actively in the community,” says Zohar. “By understanding user behaviour on-site as well as user interest and propensity… publishers can improve things like newsletter curation, sign-ups and target users for subscriptions.”

The more first-party data you can get from commenters, the better you can group like-minded users together to personalize their experiences, send them subscription messages and show them relevant ads.  

In other words, your commenting solution has the potential to give you an edge over your competitors. So whatever you do, don’t turn off the comments!

Want to know more about our commenting and engagement solutions? Click here to check out our product suite.

How to grow your audience: 5 ways to stimulate subscriptions and registrations

While it’s easy to gauge the growth of your audience, it can be difficult to develop a clear portrait of who they are unless you have the right tools. Building a user community on your site with a community engagement tool is critical for getting to know your audience and what makes them tick.

With more users discussing news and content on and off social media, audience development on your site is now critical for attracting a wider range of readers, accelerating your engaged user strategy, and increasing subscriptions. 

Taking simple steps like creating a comments section, using registration as a gateway to participate in the comments, and providing interactive content like live blogs or AMAs can be the push your audience needs to subscribe to your site. These should be a key part of an audience growth strategy for publishers and digital media organizations alike.

So let’s look at five simple ways building a user community can help accelerate your subscription and registration strategy. 

Offer users a two-way dialogue

The days of readers passively consuming news are long gone. Today’s users not only want to read the author’s opinions, but they also want to contribute to the conversation in real-time. 

You can grow your audience by implementing a comments section that provides them with a space to engage in a two-way dialogue with journalists and other readers, so they can share their perspectives on current events. 

This enhanced dialogue can actively attract new users and drive subscriptions among those who want to leave their thoughts or opinions on content. In fact, research shows that 60.9% of commenters or comment readers would like it if journalists clarified factual questions in news comment sections. 

Gate your user community and comments

A discussion space can be used to further your audience development strategy. Once you’ve set up a comments section that allows users in the community to have a live two-way dialogue, you can gate it to incentivize people to sign up so they can participate in the conversation.

Gating the comments section can help boost subscriptions and registrations by encouraging your audience to create an account so they can leave feedback on published content.

The signup process should be effortless, with users able to quickly enter their name and email address so they can start engaging with your community about the topics that are related to their interests.

Building a relationship between commenters and journalists

When building an audience, the relationship between the reporter and reader is often overlooked. Building a user community with an active comments section not only provides users with a place to communicate, it also gives journalists and writers a resource they can use to build a closer relationship with their readers, and better understand them. 

Journalists can use community feedback to learn what their readers’ interests are, what content readers prefer, and then use that information to inform their future content strategy. 

For example, if a journalist produces an article on the Olympics Games, the audience can ask questions about related subtopics and sporting events that might make good subjects for future articles.  

As journalists engage with the community to better understand their interests, they can enhance their coverage so that their content becomes more pertinent to readers and more compelling for both subscribed and unsubscribed users. And compelling content leads to higher reader interest and drives audience growth.

Using first-party data to provide more relevant content

Building a user community on your site also provides you with direct access to valuable first-party data that you can use to analyze your audience’s profiles and break down the topics they’re most interested in. Like the comments, this also provides you with valuable insights you can use to produce more relevant content. Leveraging this information should be a priority to build and retain your audience.

For instance, if a user is interested in sports like football or boxing, you can use an AI-driven community engagement solution to recommend articles written by experts on these topics to encourage them to spend more time consuming content on your site. 

Using a community engagement solution to offer registered users personalized feeds and content recommendations is the perfect way to entice them to subscribe, so they automatically keep up-to-date with the content they find most compelling.

Live Q&As

Having an active user community provides you with a resource you can use to participate in engaging real-time content like live Q&As, where a journalist or expert in a particular field can host live Q&A sessions with the community, allowing users to ask questions and actively influence the conversation taking place.

One example of this approach is highlighted by The Independent, who recently started running live Q&As and Ask Me Anything sessions (AMAs) to give users an opportunity to ask questions to experts, journalists, and public figures. In one Q&A with a travel correspondent, users could ask questions about Omicron travel restrictions.

It’s also important to note that live Q&As also function as a connection-builder, giving your audience a chance to have a deeper connection with experts and journalists who tend to be guarded from the audience. This opportunity to connect can help you grow your audience naturally while encouraging many users to subscribe.

Building an active user community pays dividends

Giving your audience a place to come together to share their thoughts pays dividends, not just because it helps attract users to register to your site, but also because it helps you create more high-quality audience segments, which you can share with advertisers to encourage them to place ads on your site.

What the true lifetime value of your digital audience looks like

Every audience member is a valuable potential source of revenue for your media organization. However, some users offer more value than others throughout their lifetime as readers. 

So which visitors should you invest the most time and energy into nurturing across your digital properties?

Dan Seaman, Viafoura’s VP of product management, says the value of a user is ultimately down to the dollars you earn from them, but he adds that user value can also be measured through the data and user-generated content (UGC) you can extract from them. 

“Someone who shares a lot of content might also be more valuable than someone who doesn’t because they’re essentially contributing free content into the digital experience for other users,” Seaman says.

So what does that mean for your organization?

The engagement gap between anonymous and registered users

While almost all audience members start as anonymous visitors, the faster you can convert them to registered users, the better.

In fact, Viafoura’s data team reveals that registered users are significantly more engaged than anonymous visitors, resulting in:

  • 11 times more page views
  • 3.7 times more days spent active on publisher properties
  • 18.5 times more time spent on-site

All that additional engagement is key for publishers to collect critical data and insights to better understand and serve their audience. 

“Being able to use that knowledge of your users to improve your content coverage and also inform the experience provides unique value-add,” Seaman explains. “By getting users to register, you’re also forming a direct relationship, meaning you can communicate with them, personalize their experiences based on their profiles and gather behavioural data around the content they engage with.”

This means that your registered users — who offer superior data collection opportunities around their interactions — can inform your content and business strategies.  

Meanwhile, anonymous users can only be monitored with third-party cookies, which are no longer reliable forms of tracking since they’re coming to an end.

digital customer experience

The impact of audience engagement on your revenue streams

There’s a direct connection between your most engaged users and your ability to grow your advertising and subscription revenue. Your registered users are known and are more engaged than your anonymous, passive visitors. So they offer greater revenue-earning potential than your unknown readers. 

“The more engaged a user is, the more time they spend on-site, the more frequently they return, the more likely they are to subscribe, the more ad views they’ll generate,” Seaman says. “And the more you know about your audience as they interact with your site, the more you can target your ad campaigns.”

Advertisers will pay for premiums to target specific audience groups. Viafoura data highlights that each registered user can generate an average of 13.7 times more ad revenue than an anonymous user when publishers have three ads on a page. 

To maximize the lifetime value of a user from both reader and ad revenue perspectives, publishers need engagement tools to persuade their audience to register or subscribe.

Extending user value without cutting off engagement

Though many companies use registration walls and paywalls to persuade users to convert, interact and pay, these tactics can also cut off user engagement if they’re not deployed effectively.

“Superior registration walls just block or blur out the content, leaving the rest of the site functions and allowing users to continue to read comments,” Seaman reveals. “And if you’re going to ask people to pay, you have to make sure you’re listening to what they want and are providing them with a value in the form of community.” 

You can’t lock all content and on-site features behind a registration or paywall and expect people to want to convert. Instead, you have to build their engagement levels first by allowing them to access on-site engagement features, even if the content itself is locked. 

Humans naturally want to form social connections. So if you give your users the tools they need to explore your brand’s community, they’ll gradually want to register to join conversations. 

Once they register, you can form in-depth profiles of your known users and guide them to a paywall when they’re highly engaged and connected to the digital community. 

Users are seeking the opportunity to join communities of like-minded individuals around specific topics of interest. The more you can guide them toward an engaged, socially connected state, the harder it will be for them to lose interest in your brand. 

For example, data from the Pew Research Center reveals that 81% of teenagers feel highly connected to their communities of friends on social media and 2/3 of teens feel that they can depend on social media for social support.

For these users, quitting social media comes with a price: sacrificing social support and meaningful connections. So providing your users with opportunities to socialize with others is a simple way to encourage them to become loyal to your brand’s community and content.

“The era of going to a site and having a lonely experience will be increasingly odd,” says Seaman. “From a loyalty perspective, it’s easier for you to walk away from a brand than to walk away from an actual community.”

Fighting for time and attention: A glimpse into The Independent’s successful audience engagement strategy

The Independent has recently experienced quite a lot of success in growing its registered user base and engaging its audience with appealing digital experiences. 

At WAN-IFRA’s Virtual World News Media Congress 2021, The Independent’s head of registered audience, Philippa Jenkins, and Viafoura’s president and COO, Mark Zohar, gave attendees a snapshot of the media company’s audience engagement strategy. Here are some highlights.

Why users spent 15x more time on-site after registering to The Independent

As Jenkins mentioned during the conference, audience engagement sparks greater economic value. The Independent, for example, found that its registered website users spent about 15 times more time on-site than anonymous visitors. This additional time that registered users spend exploring and interacting around the brand offers in-depth information about their preferences, opinions and habits. 

As a result, The Independent has been able to identify where users are engaging the most to target them with more relevant experiences, content and offers. 

But this build-up of engagement and first-party data didn’t happen on its own. To keep registered users from losing interest and encourage them to subscribe, The Independent implemented several Viafoura solutions, including a personalized news feed, browser notifications and a moderated conversations space. 

The personalized feed and notifications showcase where the most active users are on the company’s site and point users to the latest interactions with their comments. Both of these tools established a sense of community for The Independent’s users and produced opportunities for re-engagement. In addition, Viafoura’s digital experience tools offered the media company a way to gather critical first-party data as users interact with one another and consume content. 

“Without engagement on your site, you have a passive audience that’s just reading your content — and passive experiences no longer meet the needs of today’s audiences,” says Zohar. “Passive visitors can’t connect with your journalists, they won’t leave their opinions and you can’t get their sentiments or useful engagement data.”

Ultimately, Viafoura’s digital experience solutions allowed The Independent to identify and elevate the most relevant spaces on the site to keep users hooked on its brand.

How 'The Independent' is making the most of its engagement tools

Even with effective personalization and social tools, media organizations must put time and energy into experimenting with ways to draw more attention toward on-site engagement opportunities. After all, there are countless other publishers all battling for your audience’s attention. 

In The Independent’s case, Jenkins outlines how the organization has achieved positive results hosting Ask Me Anything (AMA) sessions through Viafoura’s moderated Conversations solution. 

The AMAs give registered users the chance to voice their questions to an expert or journalist around a particular topic, further connecting them to the brand. In fact, there’s a direct correlation between The Independent’s AMAs and the time users spend on-site. These sessions alone earned the publisher one million views on content related to these events.

Zohar also highlights that registered comment readers and writers generate 46 times more page views and spend 168 times more time on-site per month compared to anonymous visitors.

Jenkins explains that the commenting experience can become much richer during an AMA event because users get direct attention from the community host in return for their engagement. 

“For journalists, AMAs are a great way to establish a following that will engage directly with them,” Zohar says. 

In today’s highly competitive media industry, audience attention, revenue and loyalty all start with engagement. And it’s up to publishers to develop an effective strategy with the right tools and user experiences to consistently earn their audience’s attention.

Lessons from The Independent on the relationship between commenting tools and user registrations

While every media company’s journey toward growth and profitability is unique, a single success story has the power to inspire and educate organizations across the industry. Those kinds of stories are partly why media professionals worldwide gathered at WAN-IFRA’s 2021 Virtual World News Media Congress from November 29 to December 2.

One particular case study stood out at the conference, detailing how an engagement strategy overhaul increased The Independent’s registrations by 100% in 12 months.

The speakers were Philippa Jenkins, head of registered audience at The Independent, and Mark Zohar, Viafoura’s president and COO. Here are a couple of takeaways from their session.

The Independent drove 2,000+ website registrations with comments

For any media company, the user registration process is very much transactional. After all, audience members need a good reason to take the time to register and give up their personal information. This give-and-take process is known as a “value exchange.”

However, a paywall, registration wall or newsletter sign-up form isn’t interesting or valuable enough on its own. Jenkins explains that The Independent eventually adopted Viafoura’s digital experience platform as a way to build up its value exchange by offering users a safe space to have quality conversations.

Viafoura’s moderated commenting platform delivered immediate value to The Independent’s users, prompting them to register in return for a positive and interactive online experience. According to Zohar, users respond to moderated commenting tools like Viafoura’s because audiences are social by nature.

“We live in a dialogue society, where we expect to have conversations with each other, and increasingly, people want to have a dialogue with publishers they’re loyal to,” Zohar explains. “They’re really looking for an easy way to leave their opinions on editorial content.”

Generating over 2,000 registrations with Viafoura Conversations, The Independent has proven that publishers can incentivize users to hand over their data.

The Independent's community feed.

Comment-led registrations create a chain reaction of engagement

Commenting spaces, along with other conversation-based experiences, play a critical role in converting anonymous online audiences into known, active consumers who read and interact with comments.

Plus, a small portion of registered users produce user-generated content (UGC), which is essentially free content that publishers can use to propel more audience participation, more UGC and, in turn, more registrations.

“Asking why we should have commenting if only a small part of our audience comment is a lot like saying why have YouTube if only 1% of the population will upload a video,” outlines Zohar. “Commenting creates a cascading effect of engagement to an audience segment that wouldn’t spend as much time on your company’s sites without it.”

By reserving its moderated commenting tools for registered users, Jenkins says that The Independent experienced this explosion of engagement and registrations from users who were interested in becoming part of its community. 

These registered users are also much more likely to become subscribers than anonymous users, since they’re already engaged community members. 

So by embracing moderated comments, The Independent was able to create a healthier value exchange and develop a more profitable business strategy. 

Dig deeper into this success story and find out how The Independent kept its registered users engaged and active here.

How to overcome the most common hurdles of buying a new tech solution

Highlights

  • 40% of companies that have experienced revenue loss lack the digital technologies needed to keep up with their competitors. 
  • Having budget restrictions, too many platforms or decision-makers to manage, vendor lock-in and the build-versus-buy dilemma all act as hurdles on the road to adopting new solutions. 
  • 50% of executives across industries will invest in technologies that give their enterprises an edge over their competitors and contribute to their digital transformations.
  • On average, companies use 110 different software solutions at a time. 
  • Companies must reduce the complexity of their technology assessment and buying processes to overcome their business problems.

Regardless of your industry, odds are there’s software that can help you address any challenge and boost company-wide results. In fact, every business’s survival has become largely dependent on the technologies they rely on to grow, improve processes and earn revenue.  

But some business leaders are hesitant to adopt new tech solutions, which can negatively affect their bottom lines. According to McKinsey & Company, 40% of organizations that have seen significant revenue loss in the past few years lagged behind their competitors when it came to their use of digital technologies.

That said, buying a new tech solution can spark a wide range of challenges, resulting in organizations delaying the purchasing process and leaving major problems unresolved. 

“If you’re unwilling to use SaaS products to explore ways to improve the value your business delivers, you’re potentially missing out on a lot of learning and growth,” says Dan Seaman, VP of product management at Viafoura. 

So we compiled a list of the main challenges organizations encounter when adopting a new tech solution, and how to overcome them.

Budget restrictions

Having a tight budget can create a major mental barrier for professionals and deter them from buying the technologies they need to resolve recurring business challenges. 

Yet many organization leaders understand the importance of taking on new tech solutions. McKinsey & Company reports that over 50% of business executives are willing to invest in solutions that offer them competitive advantages or can further their digital transformations.

A quick fix:

With so many executives pushing for the adoption of digital tools that can better their companies, you may be able to get some wiggle room in your budget through a convincing business case. The most persuasive ones zero in on the potential value and ROI of the technology in question.

“Some vendors offer revenue-share models that cost zero dollars to use… and split the risk and reward between customer and vendor,” Seaman explains. “This type of model removes the mental barrier of having to get more budget and do ROI calculations.”

Business presentation in front of group of people.

Managing too many platforms

Statista reports that enterprises all over the world rely on an average of 110 different SaaS applications. 

Taking on a complex new tool that will change internal workflows in an environment with dozens of other software solutions can be highly off-putting to an organization’s workforce, and may result in pushback from staff.

A quick fix:

Focus on adopting streamlined, intuitive platforms that prevent teams from getting overwhelmed by its features or from needing extensive training. Tech solutions that offer users a frictionless log-in and authentication experience as well as drag-and-drop front-end tools can also help reduce the overall complexity of a platform.

Too many decision-makers

When assessing a tech solution, every interested stakeholder will have different types of questions and concerns. So if a large number of these decision-makers are involved in the buying process, it can complicate and delay the potential adoption of a solution.

A quick fix:

Alex Lea, a senior account representative at Viafoura, outlines that the easiest way to speed up the buying process with multiple decision-makers is to be upfront about who will be making the purchasing decision. 

“By being forward about the people who are (involved in the buying discussion), vendor representatives can focus on what’s actually going to solve their problems,” Lea says.

Vendor lock-in

Many organizations can become so dependent on a single software vendor that moving to another seems nearly impossible.

A quick fix:

Avoid vendor lock-in by making sure your company will be able to own and access all relevant data from a potential solution in a portable, usable format.

“If everything the vendor does is opaque and is locked in, that’s a risk,” Seaman says. “If you know you can export all of your data to another vendor, that risk is eliminated.”

The build-versus-buy conflict

It can be challenging to decipher whether it’s worthwhile to go the final mile and purchase a tech solution or build one in-house with or without open-source code. Unfortunately, this conflict may stop business leaders from adopting a robust product that will ultimately save them money and time in the long run.

A quick fix:

Even through an open-source solution, creating a tech product in-house requires hidden time and cost investments around infrastructure and support. Plus, open-source software typically doesn’t give organizations access to their data or rich solutions that offer substantial value. 

To find the best path forward for your business, weigh the importance of data ownership and the benefits of building versus buying a solution against the existing resources that you have.

Are you winning the attention war with competitive digital experiences for your audience?

Summary

  • Media companies must provide extraordinary digital experiences that compete with Big Tech organizations to win audience attention and revenue. 
  • First-party data can tell organizations how, where and when they can engage audiences on a personalized level; however, only 25% of companies are data-driven. 
  • Interactive and social experiences can add value to publisher properties. 
  • Customers who use Viafoura engagement tools experience up to a 364% boost in time visitors spend on their web pages each week and 248% more page views.
  • 80% of all user registrations happen on pages that have digital engagement tools.
  • Publishers must prioritize engaging users on their own websites and apps over Big Tech platforms to reinforce their direct connections with audiences. 
  • By teaming up with Viafoura, media organizations can deliver memorable digital experiences for audiences in a highly profitable and sustainable manner.

No matter what type of content a publisher produces, every media company is striving for the same goal: to earn human attention. 

But your organization is competing with far more than other media organizations to win the attention of advertisers and subscribers. It’s also up against any other company that serves people outstanding digital experiences, like Netflix, Amazon and social media platforms. 

And the only way to give your organization an edge over its competitors is to provide users with frequent digital experiences that are highly captivating. Without doing so, your media company will lose the attention of potential audiences and advertisers — as well as their associated revenue — to companies that offer better user experiences. 

“Gone are the days where you could simply create a set of content, put up a paywall, wait for people to arrive,” says Edward Roussel, head of digital strategy and development at The Times and The Sunday Times. “You’ve got to work really hard to catch people’s attention.”

Here’s how your media organization can effectively add value to its online community and secure attention, advertisers and subscribers by creating captivating digital experiences.

Follow an engagement blueprint based on first-party data

The most engaging digital experiences for audiences are often built around their unique interests and habits. But guesswork isn’t enough to help you determine what types of experiences will actually resonate with your media company’s users. 

That’s where data comes in. 

By collecting different types of first-party user data and extracting actionable insights, you can inform and strengthen your business’s community engagement plan. This is essential for bolstering registration, subscription, onboarding, customer retention and ad engagement strategies. 

First-party data can give your organization a clear picture of your audience members and their preferences, which can be fed into their experiences around your brand to win their ongoing attention in the future.

“Once we understand who (the customer) persona is, then we can walk through the customer journey to make sure we’ve got the right content, at the right time, on the right channel, to build that relationship between your brand and your target audience,” says Michael Beckerman, Torstar’s chief client officer. 

Unfortunately, the International News Media Association highlights that only 25% of organizations are led by their data. 

Media leaders must start embracing their first-party data now — especially as third-party cookies die out — if they hope to power highly personalized, engaging experiences that can transform passive visitors into active, loyal brand advocates. 

Man reading news on mobile device

Elevate user experiences with interactive opportunities

To earn consumer attention consistently, media companies may want to consider investing in user experiences that involve an interactive component. These interactive or social opportunities — think push notifications, comments, likes, replies and author follows — encourage people to stay interested in content for longer and return to a website or app after leaving. 

In fact, a Viafoura study reveals that digital engagement tools can boost audience interest significantly, resulting in: 

  • A 364% increase in time spent on customer web pages each week
  • A 248% boost in weekly page views
  • Notable user registration growth, with 80% of all registrations taking place on pages that have on-site engagement tools

Since publishers can build visitor habits through subtle, interactive digital tools, the value of their properties can grow over time as these experiences become a part of their audience members’ daily routines. 

“The most successful (subscription programs) are supported by consumer experience strategies that create the stickiness necessary to keep customers hooked, happy and renewing,” shares West Monroe, a consulting firm, in a report on the state of subscription services.

Host engaging digital experiences directly on your website or app

Although it’s crucial to develop interactive experiences to succeed in the media industry, not all engaging spaces across the internet are worth investing in. 

For instance, engaging followers on social media or another third-party platform does not offer your company complete control over its audience, data, content or related revenue. 

Rather than relying on these third-party platforms, media companies need to start hosting engaging experiences directly on their owned and operated websites and apps for greater access to their communities and profits. Otherwise, organizations won’t have the resources they need to understand and consistently attract their audience members.

According to a media reporter at Digiday, “(publishers) are finding the direct access to readers — away from competing social media algorithms — can serve as an honest way to see what readers want most and are adopting their subscription businesses to meet those needs.”

John Witherow, The Times of London’s editor-in-chief, also reports that more than half of consumers don’t remember what news brands publish the stories they read on Big Tech platforms, which threatens the identity of media companies.

Organizations hoping to connect to their audiences with competitive and memorable experiences must, therefore, prioritize digital engagement on their own properties. 

Your media company doesn’t have to build out highly competitive digital experiences on its own, though. By embracing Viafoura’s suite of digital experience tools, your organization can continuously amplify the value of its website or app and strengthen its profitable, long-term relationship with audiences.

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