With global ad spend in decline, publishers are looking towards diversifying their revenue streams and reader revenue is one such valuable stream. Some of the region’s news organisations spoke about their recent efforts to drive reader revenue at the Digital Media Asia conference.
1. Reduce user friction
Focusing on user experience and reducing friction can pay off handsomely. Chiratas Nivatpumin, senior vice president of The Bangkok Post, recounted how the team recently tested the effectiveness of a new landing page for driving conversions to its e-paper.
For two weeks, half its readers were directed to its existing landing page with...