Valuing returning readers over vagrant visitors, a strategy extolled by Gawker a few weeks back and termed “reader affection”, has caught on at non-profit investigative site MinnPost. Speaking at the ASNE NewsNow Ideas Summit this week, editor Joel Kramer announced that MinnPost is also a fan of the affection metric, and aims to build up a “community of intensely engaged followers”. From Nieman:
The strategy, for MinnPost, is a financial as much as an editorial one: It’s about concentrating impact, but also about monetising that impact. The outlet’s ultimate goal in developing a core readership, Kramer said, is to “convert that community into enough money to sustain the journalism”.