The Digiday Podcast

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'Convince the gatekeepers': How The Week Jr. is growing its U.S. subscriber base Jan 19, 2021

Show notes

The Week Jr. was set to debut in the U.S. last spring but the day that the first run of the children's magazine went to the printer, much of the country went into lockdown.

That threw a wrench not only in the magazine's editorial plans, but also in the marketing strategy for how the U.K.-based, Dennis Publishing-owned title was meant to enter the western hemisphere.

Despite the initial hiccups, Andrea Barbalich, editor-in-chief of The Week Jr. U.S. and Kerin O'Connor, chief executive of The Week said on the most recent edition of the Digiday Podcast that the weekly news magazine for kids has already surpassed its initial run of 50,000 issues and now reaches 75,000 subscribers in the U.S.

This is in part thanks to 2020 having one of the most intense news cycles on record, which Barbalich said her team was diligent about covering in a way that kids could easily digest and in a manner that parents might not be able to do on their own.

Within about three or four issues we had The Week Jr. being read in every state in America," said O'Connor.

‘You’ve got to earn that’: Mike Hume of The Washington Post’s Launcher on covering gaming and esports inside a mainstream publication Jan 12, 2021

Show notes

For years, gaming has been categorized as a niche form of entertainment. But that’s been changing over the better part of the past decade, including within the realm of gaming journalism. In addition to longstanding gaming publications like Kotaku and IGN, mainstream outlets have invested in covering gaming and esports, as The Washington Post did in debuting Launcher in October 2019. And their coverage extends beyond console reviews and game play tips.

As Launcher editor Mike Hume explained on the Digiday Podcast, Launcher covers the business and culture surrounding and inside video games, from esports competitions that have formed around games to people holding their weddings within games to the legal standoff between Apple and Fortnite maker Epic Games. Rather than focus on legitimizing gaming to The Washington Post’s broader audience, Launcher has had to take care to legitimize itself to that core gaming audience.

“We’re not going to be the Kool-Aid guy breaking down the wall and being like, ‘The Washington Post has come. Gamers rejoice. Now you have a mainstream outlet.’ No, you’ve got to earn that. That’s what a lot of our focus was in year one,” Hume said.

How Future PLC’s audience-first strategy grew revenue in 2020 Jan 05, 2021

Show notes

While 2020 was a year of struggle and strife for many publishers, London-based Future PLC ended its 2020 fiscal year up 65% in total revenue from last year, bringing in a total of just under £340 million (approximately $459 million), according to the company’s 2020 annual report.

As a special interest-based publisher, Future PLC has the advantage of having niche, passionate audiences that trust the publications they read. But with over 130 titles, the company also has the scale of a mass media company, with a total audience consists of upwards of 400 million monthly unique users. That extensive database of user behavior, interests and shopping habits is what the company’s CEO Zillah Byng-Thorne said helped the company grow over the past year.

In the latest episode of the Digiday Podcast, Byng-Thorne discusses how Future positioned itself over the last year to grow not only its e-commerce business during the coronavirus pandemic-induced online shopping boom, but also its advertising business.

Coronavirus-induced change and accelerations: Digiday’s top trends for 2021 Dec 22, 2020

Show notes

In this week’s episode of the Digiday Podcast, our editorial team takes a look ahead at what 2021 may have in store for the publishing and marketing industries, from what Zoom fatigue means for the virtual conference to why perks aren't what they used to be.

'Using all parts of our business as innovation': Vox Media Publisher Melissa Bell on recent departures and future content Dec 15, 2020

Show notes

It's a new era for Vox Media.

The company is a year into its merger with New York Magazine, and in recent weeks has seen some of its leading journalists and founders leave for such legacy companies as The New York Times as well as upstart destination Substack.

"I think it's a sign of success," Vox Media publisher Melissa Bell said on the Digiday Podcast. "I see it as a benefit that folks can come to Vox and work with Vox Media or Vox and add a really big gold star to their resume."

Beyond the talent chase, Bell said Vox Media has ambitious multi-platform plans.

"We are going to actually produce simultaneously podcasts and TV shows when we really know the idea is super strong," Bell said. "It allows us to reach audiences in the way that they want to be reached. Some people are audio listeners, or learners and some people are visual learners." Vox's podcast audience has grown by 45% this year, Bell added.

And then there are CTV and streaming plays. "We're going to be starting to look into the OTT streaming platforms for Vox," she added. "We just announced that we're doing a new deal with HBO [and] we're still heavily partnered with Netflix. So you'll see a lot of growth there."

Google's Amy Adams Harding on why digital newsrooms should 'act like an e-commerce player' Dec 08, 2020

Show notes

As Google continues to partner with newsrooms to help boost their traffic and revenue, the company's Amy Adams Harding has one recurring piece of advice: "making sure that you're employing e-commerce-like tactics."

"Even though you're a news publisher and your journalism is core to what you do, you are, at the end of the day, selling that journalism," said Adams Harding, Google's director of analytics and revenue optimization for news and publishing, on the Digiday Podcast.

Those tactics include offering a low, middle and high-budget option for content (the middle is most likely to net buyers, Adams Harding says).

The esthetic of the offer matters, too. Adams Harding suggests orange "squovals" (that's square ovals) has proven to drive engagement, as well as making these offers more prominent.

"The number of sites that we've come across where they've got this tiny, little upper right hand side, 'subscribe to us' button — that's not going to build your reader-direct revenue strategy."

Adams Harding also suggests hiring more like an e-commerce player.

"I can't tell you the number of meetings I've had with CEOs of news companies, and they say 'well, I want to launch a reader direct revenue monetization strategy. Who should I hire?' And I say, 'well, for goodness' sake, don't hire anyone from the news industry, hire someone from Amazon, right?' You need to be able to act like an e-commerce player, because those are the ones that are having success online."

But Google's partnerships aren't just about dispensing pat advice. The company works with thousands of news organizations in more than 100 countries via News Consumer Insights, a digital product launched this summer to help newsrooms parse the mountains of they're sitting on.

"It allowed us to create our version of a user engagement funnel, specifically for news," Adams Harding said. "All it did was re-visualize the data in Google Analytics, so that it made sense to a news partner."

'I believe enough in this to try to do it myself': CollegeHumor owner Sam Reich on the brand's future potential Dec 01, 2020

Show notes

Despite the name, CollegeHumor isn't a spring chicken anymore. Founded in 1999, the comedy site was acquired by IAC in 2006 and grew into one of the most successful video publishers on YouTube.

It also went premium with shows for TV like Adam Ruins Everything, and launched a subscription streaming service called Dropout. But whereas CollegeHumor succeeded in terms content side, business has been another story.

In January, IAC decided it was no longer willing to finance CollegeHumor and laid off more than 100 employees and then sold the business to Sam Reich, who had joined the company in 2006 to build out its original video business.

In his estimation, there's a helpful paradox at the center of the company's content strategy. "When we began, it was with what we thought was a really mature thesis for how to run a subscription business: We're going to a have our acquisition content and our attention content," Reich said on the Digiday Podcast.

The acquisition content had higher budgets and shorter run time, but in the end, the cheaper, longer-form stuff outperformed it on all fronts.

"In other words, the most expensive content was less effective in getting people in or keeping them there than the less expensive content," Reich said. "And if that hadn't been the case, I don't know that we would have taken over the company."

'Profitability in the back half of next year': BuzzFeed CEO Jonah Peretti (and Verizon Media CEO Guru Gowrappan) on their big merger Nov 24, 2020

Show notes

Two of digital media's biggest players are merging into one, with the announcement last week that BuzzFeed will be acquiring HuffPost in an all-stock deal.

This episode of the Digiday Podcast hears from both sides of the transaction. First, senior reporter Kayleigh Barber interviews BuzzFeed CEO Jonah Peretti, who will be leading both companies as they remain separate but share resources on fronts including advertising and content syndication.

Senior media editor Tim Peterson then follow with an interview with HuffPost’s seller — Verizon Media CEO Guru Gowrappan— about the complementary audiences, products and goals he envisions for the two sites.

"What I've told Jonah is, 'now it's your time to take this and grow. And we want to make sure we are syndicating and we are working with you on ads, working with you on commerce," Gowrappan said. "That's how we're going to measure success."

Verizon Media will have a minority stake in BuzzFeed, though Gowrappan is keeping its size a secret.

For his part, Peretti believes "there's a strong possibility of profitability in the back half of next year."

'People give when they're excited about good things': Grist CEO Brady Piñero Walkinshaw on what drives member support Nov 17, 2020

Show notes

With a Biden administration set to take over in January, one arena for policy whiplash is the environment.

The president-elect has promised to rejoin the Paris Agreement against global warming on the day he's sworn in, and campaigned on the existential threat that is climate change. What does that mean for Grist, a news non-profit focused on environmental issues, and which has experienced a "Trump bump" just like many news organizations covering the White House over the past four years.

"I think sometimes people give when they're excited about good things too," Grist CEO Brady Piñero Walkinshaw said on the Digiday Podcast. "And folks are excited about good things [on environmental policy], not just attacks or assaults" on it.

Grist's staff of 50 depends on around 5,000 "low-dollar members," Walkinshaw said. Five percent of the company's six to seven million dollar budget comes from advertising, but the majority is via partnerships with foundations. "The climate is increasingly one of the top-of-mind issues to a growing, growing, growing number of Americans," Walkinshaw said.

Shine co-founders Naomi Hirabayashi and Marah Lidey on how mental health went mainstream Nov 10, 2020

Show notes

Whatever else can be said about the year 2020, it has at least led to a renewed focus on issues of mental well-being for those open to discussing it.

"Even in 2019 there wasn't this spotlight on mental and emotional health," said Marah Lidey, co-founder of wellness-focused company Shine, on the Digiday Podcast. "The pandemic is helping to destigmatize conversations around mental health," her co-founder Naomi Hirabayashi added.

Founded in 2016, Shine offers guided exercises and community around mental wellness.

"This summer, we knew it was really important to prioritize, you know, Black mental health, specifically, in response to what was happening in our country," Hirabayashi said. Their app notifies users of a daily theme and meditation exercise and is available in both free and paid tiers (at either $12 a month or $54 for a year).

According to Lidey and Hirabayashi, the company reaches 4 million users.

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