Evolving The Daily Beasts User Cohorts A Little About Us WHERE - - PowerPoint PPT Presentation

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Nov 25, 2022 45 likes •213 views

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Evolving The Daily Beast’s User Cohorts

SLIDE 2

NEWSCULTURE

A Little About Us

WHERE NEWS MEETS CULTURE OUR VERTICALS

SLIDE 3

Year 1: What We Knew

5+ sessions/month 40% of PVs

Not-Loyal Loyal

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Never taken a dollar from our readers No on-site login or user management No full-time headcount dedicated to subscription

When We Launched Beast Inside

1 2 3

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Base Price - $35/$4.99

Year 1: What We Learned

$1 trial beats no trial Benefits matter - Clear is better than cute It takes ~7 sessions for someone to convert.

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Year 2: 2019 Loyalty Funnel - Session Volume

REACH ENGAGEMENT HABIT

1-4 sessions/month 5-6 sessions/month 7+ sessions/month

f audience

52% of revenue

94%

f audience

5% of revenue

f audience

43% of revenue

ARPU

21x

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Touting strong journalism (unlocked) & exclusive content (locked) drives CVR. Some users, while ‘loyal,’ are never going to convert. Referrer + on-site behavior strong indicator of loyalty.

Year 2: What We Learned

SLIDE 8 STRIKING BACK SHIELDED PAY DIRT SNOOPY 8 AMERICAN LOKI

This Isn’t the Madman Theory. This Is a Madman President.

THE PRINCE AND THE PERVE

Inside Jeffrey Epstein’s Creepy Parties With Prince Andrew

DEATH ON THE SERPENT RIVER

The Lost Girls of Panama: The Full Story

MCSCAM

How an Ex-Cop Rigged McDonald’s Monopoly Game and Stole Millions Lisa Page Speaks: ‘There’s No Fathomable Way I Have Committed Any Crime at All’ Where Are Jeffrey Epstein’s Alleged Accomplices Now? How The Beast Uncovered the Campaign Finance Scheme That Just Got Giuliani Cronies Indicted Lev Parnas Helped Rep. Devin Nunes’ Investigations

Highlights Locked Highlights Unlocked

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60% of these users are frequent visitors, but not loyal to core TDB.

Visit from reader apps or newsletters
Loyal to an off-platform product
Do not use homepage

22% of these users visit infrequently, but know our brand.

Visit from Twitter or Drudge

Report, frequently encounter TDB.

Users subscribe to read content

from authors and topics that matter to them.

These users represent a true middle cohort.

Applying These Learnings to Our Loyalty Segments

1-4 7+

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1 in 5 conversions start that session on the homepage

Home Page Is Core to Beast Inside’s Growth

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BRAND

STORY PRODUCT

f audience

33% of revenue

72%

f audience

36% of revenue

24%

f audience

31% of revenue

ARPU

26x

1 SESSION, NO HOMEPAGE 1 SESSION, WITH HOMEPAGE;   2+ SESSIONS NO HOMEPAGE 2+ SESSIONS WITH HOMEPAGE

Year 3: 2020 Loyalty Funnel — Homepage + Session Volume

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Find the right way to monetize users who only want to read that one story. Educate users to move from brand awareness to loyalty. Drive TDB loyalists into more products they’ll love.

Year 3: What’s Next

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There’s a better way to monetize this audience.

.00023%

CVR IN LOWEST VALUE COHORT

SLIDE 14 Low loyalty users given opportunity to trade email for free access convert at 25x higher rate than $1 trial. Newsletters a critical step in loyalty funnel. 37% of members subscribed to newsletter prior to joining Beast Inside, with 8% joining directly from newsletters. 14 Visit TDB Opt into Push Use Access Pass Subscribe to Newsletter Join Beast Inside

Every Email Address Is An Opportunity for Brand Loyalty

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Homepage App Newsletters

Higher CVR & retention Incremental to web usage Ad-lite experience Native iOS navigation Drives to consumer revenue Showcases breadth of coverage

BENEFIT TO US

Drive Loyalists into More Products They Love

BENEFIT TO THEM BENEFIT TO US BENEFIT TO THEM BENEFIT TO US BENEFIT TO THEM

Top stories, curated by editors Self-guided navigation Drives to consumer revenue Builds daily habit around TDB Top stories in their inbox Exclusive content