MEDIA · DIGITAL STRATEGY
They wanted more traffic.
The real problem was monetization.
Reframing audience growth around sustainable digital business outcomes.
Challenge
Audience numbers were healthy. Digital revenue per reader was not, and more traffic made it worse.
Context
A publisher with a large newsroom and a business model built for another decade.
Insight
Not all audience is equal. A minority of readers carried nearly all the willingness to pay.
What we changed
- —Segmented audience by revenue potential, not pageviews
- —Redesigned the subscription and registration journey
- —Introduced editorial workflow automation and AI assistance
- —Aligned newsroom metrics with business outcomes
How we worked
Strategy and execution in the same room — editorial, product and commercial working from one set of numbers.
Impact
+XX%
Paying readers
+XX%
Revenue per user
−XX%
Manual workflow