How the Guardian’s Instagram strategy is winning new readers

Like many publishers, the Guardian is using Instagram to cultivate a loyal, young audience that doesn’t visit its main digital products.

The publisher has steadily grown its following and has nearly 860,000 Instagram followers to date, up 57 percent from a year ago. More interesting yet, 60 percent of those who follow links to the Guardian’s site are new to the Guardian, according to the publisher. The plan is to encourage those followers to become regular readers of the Guardian’s site and apps and, in time, possibly even paying members. Continue reading “How the Guardian’s Instagram strategy is winning new readers”

How Swedish tabloid Aftonbladet reached 250,000 digital subscribers

Swedish national tabloid Aftonbladet has become one of Europe’s biggest digital-subscriptions success stories.

The newspaper, owned by Scandinavian media giant Schibsted, has amassed 250,000 digital subscribers (at $7-$12 a month) since launching its digital subscriptions program in 2003, a lofty figure given Sweden’s population of 10 million. Aftonbladet made 255 million Swedish krona ($32 million) in profit in 2017, driven by both advertising and subscriptions, according to its latest financials released last week. Continue reading “How Swedish tabloid Aftonbladet reached 250,000 digital subscribers”

Things we read this week (2 February 2018)

Welcome to Things we read this week, a weekly post featuring articles from around the internet recommended by BMJ’s Digital Group members. These are articles we’ve read and liked, things that made us think and things we couldn’t stop talking about. Check back every Friday for a new post.

  • Commenting

    PubMed Commons to be discontinued after comments were submitted on 6,000 of the 28 million articles indexed in PubMed. The Atlantic is also killing its comments in favor of a new Letters section to showcase reader feedback The move is designed to promote the best feedback from its readers by incentivizing more thought-out responses and by making it easier for others to read them (which in turn improves the overall experience of reading TheAtlantic.com). Euan Adie did some interesting work analysing scientific comments many years ago, I wonder if much has changed? Perhaps annotations will be the next big thing?  eLife and Hypothesis have released a new integration  that allows users to annotate articles more easily.

  • Login Collectives & GDPR

    German publishers are adopting login strategies to ensure compliance with the proposed ePrivacy law to gain consumer consent for all cookie use. Interestingly the favored approach is login collectives made up of major publishing groups and nonpublisher partners.  Be interesting to see how the main STM platform providers respond and if they will incorporate this kind of access into their platforms.

  • Trends

    Megatrends: predicting the future to reinvent today
    Interesting talk by HP Inc.’s Chief Technology Officer and Global Head of HP Labs about the major socio-economic, demographic and technological shifts occurring across the globe that may have a sustained, transformative impact on the world and humanity in the decades ahead.
    Digital trends and observations from Davos 2018
    “One other undercurrent of concern was around the idea of a “techlash,” or backlash against tech companies driven by fears that they are becoming too large and monopolistic. At one level is the basic concern that tech companies are just outcompeting incumbents, but beyond that there’s a sense that large tech companies are dictating terms to the marketplace, not taking privacy concerns seriously enough, and unfocused on the social implications of technology.”

  • dataviz

    New dataviz from Google News Lab using Google Location History to rank cities and counties by their most popular cuisine.

Visit Pubtechgator to find more publishing technology news stories.

With ePrivacy looming, German publishers scramble to get users logged in

The looming ePrivacy Regulation is creating a new battleground in Europe: the race to own consumer login systems, for better or worse.

When and how publishers arrive there depends on their business models and markets. But in Germany, the login strategy is a tactic many are adopting to ensure their business’ sustainability, should they have to abide by the proposed ePrivacy law and gain consumer consent for all cookie use. Continue reading “With ePrivacy looming, German publishers scramble to get users logged in”

How The New York Times is using interactive tools to build loyalty (and ultimately subscriptions)

The New York Times’ lofty goal of getting to 10 million subscribers is an all-hands-on-deck mission — involving even its Interactive News desk, the group charged with creating graphs and other interactive elements that support the paper’s long articles. Continue reading “How The New York Times is using interactive tools to build loyalty (and ultimately subscriptions)”

Facebook to worried marketers: Get users to mark you as ‘see first’

Facebook may have told the world it is pushing brands out of its news feed, but it is giving them a workaround behind closed doors. Facebook is trying to appease advertisers that have voiced concerns by pointing them toward an existing “see first” feature in news-feed settings that Facebook claims could improve their organic reach. Continue reading “Facebook to worried marketers: Get users to mark you as ‘see first’”

The state of AI in marketing in 5 charts

Artificial intelligence is touted as the future of media buying, allowing for automated analysis of several sources immediately.

“AI capabilities are making ad-spend decisions simpler, more efficient and cost-effective,” said Caroline Klatt, CEO of chatbot technology company Headliner Labs. “It’s a new age, and it will only be a matter of time until digital marketers across the board will be leveraging AI strategically to streamline their workflow.”

But while interest and adoption of AI for media buying is growing, the industry is still grappling with roadblocks. These five charts illustrate the push and pull when it comes to using AI in media buying.

Continue reading “The state of AI in marketing in 5 charts”

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