Most Publishers Are Lousy at Audience Development. Here’s Why.
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As media companies, we pride ourselves on building long-term content relationships with our readers. Our audiences are the lifeblood of our businesses driving advertising, subscription, event, lead generation, and other revenues.
But despite our reliance on our audiences, we often struggle at developing them. It seems increasingly difficult for us to get more email subscribers, build print and digital subscriptions, drive event registration, and create more leads for advertisers.
Why? Because most media companies are actually lousy at audience development.
Our first mistake is that we don’t realize that the number one job of our website is audience development, not content delivery or monetization.
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