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”.
Full story at this link…
Journalism.co.uk’s interview with Kramer at this link.
Initially launched in June this year, non-profit, online-only news site the MinnPost has moved its innovative ‘Real-Time Ads’ system out of beta, according to a post on the site’s blog.
The service aggregates tweets, blog posts and other feeds from local businesses to produce a more timely message to readers.
Eight paying customers have signed up so far and the site is offering a four-week trial to new customers ($25 a week for orders of five weeks or more).
Speaking to Journalism.co.uk in July, CEO and editor of the site, Joel Kramer said 24 beta testers signed up for the beta Real Time Ads within the first fortnight – advertisers who are ‘open to experimentation’.
“Many of those local advertisers weren’t familiar with online yet. They have to educate themselves and we have to teach them,” he adds.
video interview with Nieman Journalism Lab below Kramer explains the thinking behind the ad system: