Digiday spoke to Alexandra MacCallum, recently appointed assistant managing editor at the The New York Times (and a founding editor of The Huffington Post), about the paper's audience development strategy.
The paper kicked off a strategy to focus on audience development last year. So far, online readership has increased 20 percent.
MacCallum has been spearheading the strategy by building out her team and implementing new practices.
For example, MacCallum understands the importance of social analytics for online news.
"It isn't chasing clicks; it's making people loyal to the Times specifically," MacCallum said. "The Times has had the luxury of readers coming direct for many years. As readers move from search to social, we haven't been as in front of them."
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