That’s why we’ve diversified our sources of traffic by focusing more on app push notifications and newsletters. Since January, our team has been experimenting with different types of push notifications to figure out what works. We’re also beta-testing and preparing to launch a new newsletter later this year. (Details to come!)
The Economist has more than 40m social media followers, but what does that actually mean in terms of their propensity to engage with and subscribe to our publication? Not much.
We’re more interested in driving high-quality engagements and traffic, and trying to hone in on the behaviours — bounce rate, articles read, retention and time spent — that lead people to ultimately become loyal fans and subscribers. For us, reach is a meaningless metric if it does not translate into anything concrete.