Media Companies: Don’t Let Your Traffic Run Out the Side Door
by Paul Berry and Josh Elman
With the launch of Facebook’s Instant Articles, media companies have…
These are exactly the actions of a subscriber. It is great that you rely on seeing the publisher’s content in your main feed on social platforms. Still not the same as you coming to their site or app directly, but close! That is why we called out the subscriber group
Also see: https://medium.com/@joshelman/om-these-are-great-questions-the-post-was-long-and-we-were-trying-to-lay-out-the-basic-framework-744791f4fac9
Your point about “multiple entrances” is a very important one and we cut out that discussion as we edited down the post.
The key idea of a “front door” is that you expect something to come and you seek it out if it does not. The newspaper used to be delivered to your actual front door daily, and I remember plenty of times my parents calling the paper if delivery did not happen properly.
Thank you for the thoughtful response. I found myself nodding along at every paragraph in total agreement. I believe that if publishers find value again by focusing on the core audience of loyal users, they will be able to grow those again. In the world of so much noise from everyone recommending something, I am optimistic trusted editorial voice may become more important again.
Om — these are great questions. The post was long and we were trying to lay out the basic framework “Casuals, Subscribers, Loyalists”. If sites even start looking at their user data in that framework, and understand referrers and repeat behaviors, it at least starts a lot of the conversations about how to creatively propose ideas and features to convert more users to regulars.
I love you. Or really I love your products. I use them all and they are the best I have ever seen at making technology feel like using products that work and not feel like “technology”.
But you are killing me slowly with cords. You change cord styles faster than I change hair styles. I can no longer keep up.
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Robin Chan and Garrett Camp have a plan to change this with their new app…
Friending is so different than Following. I was talking through this with a few different founders over the weekend. Thinking out loud late on a Sunday night:
With “friending” as on LinkedIn, Facebook you are establishing a fact. You say “we’ve met in the past and want to be formally connected in case of something useful happening in the future”. On…