2017 Session Recap
The Washington Post has become an industry leader in aggressive innovation. Here is a snapshot of the roadmap to their success.
- Business model is to combine journalism excellence with engineering excellence so news consumption, through the preferred platform – web, print, or apps, is equally enjoyable
- With all of the options available for accessing digital news, branding as the key local or regional provider was difficult.
- Focus was shifted to acquiring “scale” – instead of making a larger amount of money per reader from a smaller audience, the goal was to make a smaller amount of money per reader from a larger audience – ultimately resulting in a dramatic increase in number of unique visitors and time spent on the site.
- Staffing was increased to support the initiative of acquiring more readers – some from digital outlets who brought their audience along with them.
- The look of the content is modified by platform – Facebook, Apple News, Snapchat, etc.
- Currently, 75 percent of readers come in through mobile devices, and 25 percent from desktop.
- The Washington Post moved away from vendor-based solutions, and built their own to increase efficiencies – in fact, their CMS service, Arc, is available for sale to other news media organizations.
- Content is repurposed and rewritten to target other audiences – such as The Lily, which is targeted to women.