How do you change the downward trajectory of a newspaper? Reinvent the customer experience by delivering personalized content across all modern devices and platforms – and then monetize it aggressively.
The newspaper industry is undergoing massive disruption. The stakes are high as the market tries to keep up with customer demand for a multi-channel experience. As Agency of Record to San Diego’s largest newspaper and digital media outlet, the challenge was to create an overarching strategy, subscriber acquisition and content monetization plan that grew revenues while attracting a much younger, content thirsty demographic.
The multi-channel plan delivered a personalized user experience catered to the needs of their diverse demographic. The scope of work included a new desktop and mobile site, digital tablet application, pay wall subscriber system, social media communications, content management system, ecommerce loyalty platform, email and digital marketing campaigns. The result is U-T San Diego now ranks #1 in the United States for all newspapers in terms of YoY revenue growth and subscriber retention the last two years.
