Habit Forming News Products How can newspapers be the kings of habit - - PowerPoint PPT Presentation

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Habit Forming News Products How can newspapers be the kings of habit - - PowerPoint PPT Presentation

Twipe 2020 Habit Forming News Products How can newspapers be the kings of habit (again)? @TwipeMobile Twipe 2020 Newspapers were the kings of habit Curation Selection Hierarchy Layoutting Strong Daily Routines


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Twipe 2020

@TwipeMobile

Habit Forming News Products

How can newspapers be the kings of habit (again)?

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Twipe 2020

@TwipeMobile

Newspapers were the kings of habit…

ü Curation ü Selection ü Hierarchy ü Layoutting ü Strong Daily Routines

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Twipe 2020

@TwipeMobile

Reinventing Digital Editions

Best Practices Reader Insights Habit Formation bit.ly/TwipeResearch

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Twipe 2020

@TwipeMobile

Habits can be formed through carefully designed habit loops

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Twipe 2020

@TwipeMobile

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Twipe 2020

@TwipeMobile

  • 1. Be where your readers are
  • Evening digital-only edition to cater for a new

audience

  • Same time every day
  • Quizzes and games
  • Freemium model for discovery
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Twipe 2020

@TwipeMobile

  • 2. Bring the right content to the right readers

Data source: Content experiment from 1-Feb-2019 to 12-Mar-2019

49% 49% reduction in churn with JAMES, Your Digital Butler

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Twipe 2020

@TwipeMobile

  • 3. Invest in good product experience

When the team reduced the load time from 9 seconds to 5.5 seconds, they saw a 49% increase in subscriber conversion on the homepage. Mathias Douchet Product Director at The Telegraph

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Twipe 2020

@TwipeMobile

  • 4. Transform your organisation
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Twipe 2020

@TwipeMobile

  • 5. Focus on the right metrics
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Twipe 2020

@TwipeMobile

New tool: Habit Formation Canvas for News Media

bit.ly/habitcanvas