Audiences

estimated reading time 7 minutes

TSE participant perspective: interview with Tiroler Tageszeitung

The Austrian publisher had already made the strategic decision to focus on digital subscriptions when it joined Table Stakes Europe, and this year they launched a freemium paywall. In this interview they discuss how the TSE experience helped them engage their audience and increase their digital subscriptions.

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estimated reading time 5 minutes

Spain’s Vocento finds success with digital-first section

Vocento’s lifestyle and health section Vivir was hit hard by the pandemic. But moving away from print-centred workflows and adopting a digital-first mindset allowed the group to boost traffic, turning it into a success that can serve as a model for other sections.

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estimated reading time 6 minutes

Germany’s Nordkurier creates newsletter to connect with former residents

Nordkurier, a news publisher based in the German state of Mecklenburg-Vorpommern in the country’s northeast, created a weekly newsletter that aims to strengthen the bonds between people who used to live in the region with the area’s present and its future. By autumn 2021, the newsletter had just over 3,500 subscribers, and apart from advertising it has also enabled other business opportunities for the publisher.

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estimated reading time 4 minutes

Spain’s Diario de Navarra refining strategies to boost digital subscribers

During the past year, the staff of Diario de Navarra (DN), a regional news publisher based in Pamplona, Spain, have been intensifying their efforts to drive digital subscriptions. The publisher is also targeting two specific audiences (families and professionals) as part of an effort to move from a generalist audience approach to segmented audiences.

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estimated reading time 8 minutes

Nordwest-Zeitung attracts new subscribers with a newsletter aimed at families

To support its ambitious goal for increasing digital subscriptions, the publisher, as you might expect, based in the far north-west of Germany, launched a newsletter in June targeted at families. Over 3000 people have subscribed to the newsletter since then, and it is also driving digital subscriptions on nwzonline.de.

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estimated reading time 4 minutes

Germany’s General-Anzeiger delivers for foodies with Bonn Appetit newsletter

In late May, the Bonn-based news publisher General-Anzeiger launched a weekly newsletter called Bonn Appetit aimed at foodies. It has taken off like a hot new restaurant, allowing the newsletter to hit its annual subscriber goal ahead of time.

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estimated reading time 8 minutes

Les Echos: Making a subscription-based business model thrive through strengthened collaboration and a new focus on audiences

Table Stakes Europe allowed the French publisher to streamline collaboration between the newsroom and other departments of the company, and provided structure to clarify governance in the newsroom. Over the course of the programme, Les Echos also made significant progress with segmenting and serving specific content to its target audiences, including female readers and the start-up ecosystem.

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estimated reading time 5 minutes

Schwäbische Zeitung builds a new home for its journalism about building and living

Having identified people interested in housing as a promising target audience, the German publisher used a persona-based workshop process to create a new product – a website subdomain – for its content about building and living. The workshop approach demonstrated how user-focused methods can help news publishers in their product development.

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estimated reading time 4 minutes

How Germany’s Kölner Stadt-Anzeiger doubled their digital subscribers in a year by focusing on audiences

Kölner Stadt-Anzeiger (KStA) is a daily print newspaper and web publication, owned by DuMont, a regional publisher based in Cologne, Germany. During the past year, KStA made significant headway with the aim of focusing on specific audiences rather than general ones. The publisher used data analysis to identify the topics that engage its audience – and those that it could stop covering – with impressive results.

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estimated reading time 4 minutes

Le Parisien reorganises to better serve readers and drive digital subscriptions

Le Parisien was the largest company in the first round of Table Stakes Europe with a newsroom of 440 journalists. The print newspaper is still by far the largest revenue generator for Le Parisien (90% of the revenue). However, with a steady annual decline in print paid circulation, the newspaper needs to gain 200,000 digital-only subscribers to offset the print decline and sustain its editorial ambitions.

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