1. CHALLENGE
Newspaper publishers need to know what truly interests their readers and how to use that insight to create a compelling digital user experience. This is the only way to successfully generate new digital subscriptions and retain subscribers over the long term.
Individual publishers often lack the data and collective expertise required to draw the right conclusions quickly. The big-picture view is missing. Media companies can only be truly successful if data is used across organisations for analysis and algorithms. And if they know how to apply these insights.
2. INNOVATION
In the Digital Revenue Initiative (DRIVE) – initiated by dpa and Highberg – around 30 regional publishers exchange usage data. Goal: more digital revenue. DRIVE relies on the power of data science and the strength of the community.
One key factor for success is the User Needs – a model that addresses the readers’ essential needs, such as informing, contextualising, entertaining and inspiring. At the dpa-DRIVING School, we explain how editorial teams can accurately apply the User Needs.
Katja Fleischmann
Business development,
Head of DRIVE, dpa
3. BENEFIT
“DRIVE highlights what we can all do better together to succeed in the digital business. The DRIVING School is one of the building blocks that help us embed insights sustainably in the newsroom.”
Jule Lumma
Editor-in-chief and member
of the executive board at VRM