‘Editions approach’ a digital success for The Times
Move away from rolling news has paid off, says publisher.
Since setting down three daily deadlines for its online editions in March last year, The Times is claiming some interesting gains in the past year:
• Subscribers to the mobile app and website are up 20 per cent;
• Users of the app grew by 30 per cent;
• Articles read per website visit are up 110 per cent; and
• Even the paper’s print edition circulation is up 9.5 per cent.
In addition, editorial staff can warn marketing staff what they are planning for editions. Decisions can then be made on what kind of content will work for driving free registration or subscriptions, says Newman.
To be there on a mobile device in that ‘stolen moment’ when people want to engage and you have something for them to consume. What The Times are doing with their editions-driven publishing is perfectly designed to feed a daily habit.”