Презентация на ежегодной конференции о новых медиа MediaMakers–2016 http://mediamakers.ru/

1. Ernst-Jan Pfauth / @ejpfauth
How you can build
a loyal audience

3. We don’t write about the weather,

4. We don’t write about the weather,
We cover climate change.

6. So why do you still call
yourself a ‘publisher’?

7. Looking for the virtual equivalent of this:

8. Or: to make sure we don’t end up
as just a content provider for Facebook

10. Before we get to that…

14. 48,000 paying members ($67 p/y)
45 FT staff

15. So how do we build audience loyalty?
• By being ad-free and seeing ourselves as a service
• We empower them to be our ambassadors
• We start at the first visit
• We involve readers in our journalism

16. (I hope you can apply our findings
to your media business)

17. 1. We see ourselves as a service

19. We decided to stay out of the
“ads race to the bo om”

21. We don’t have to decide how far we
want to go in fooling our audience

22. We can just focus on informing
them in the best possible way

23. 2. Our readers are our
ambassadors

25. We rather make it work for us

27. ‘This article has been shared with
you by paying member ….’

28. 3. We try to build a relationship
with new visitors

29. 175k likes
140k followers

32. Almost every author has a
personal newsle er

39. 4. We involve our readers
in our journalism

40. It’s easier to build a relationship with
a journalist, than with a publication

41. (not just for business reasons)

42. Because everybody is
an expert at something…

43. A thousands doctors know more
than one correspondent Health Care

44. From journalists to conversation leaders.
And from readers to contributing experts.

45. So we publish our story ideas

50. So how do we build audience loyalty?
• By being ad-free and seeing ourselves as a service
• We empower them to be our ambassadors
• We start at the first visit
• We involve readers in our journalism

51. By the way, you can read us too!

52. thecorrespondent.com
Go to:
And tell me what you think on
Twitter: @ejpfauth
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