Data shows that these Evergreen stories have the highest potential for moving readers into subscriptions or retain customers in the long run.įinnish news agency STT and its national partners Sanoma and I-Mediat will care for the input part of the future news cycle. A breaking news story might soon be outdated while a brilliantly written service feature about spring flowers could be relevant and up to date even after months or years. One new attribute that will be added to the agency output is the so called Lifetime Value. To replace this traditional mode of “fire and forget” by a feedback based response concept C-POP will focus on two aspects.ĭpa as the project coordinator and the German newspaper partners Funke digital and NOZ digital will concentrate on increasing the technical intelligence of agency content by attaching new forms of machine readable meta data. Editors often deplored this state of blind flying. So far news agencies had almost no access to performance data. The project partners expect the attractiveness of news media products to improve once publishers exchange usage data with optimized wire stories in an integrated process. Digital media services need to address these more and more heterogeneous needs and personalize content offerings based on preference and context. On the other hand weekend newspaper readers prefer to consume long features or interviews on their tablet while relaxing on the sofa. Which topics and formats will reach which target group in which context? Commuters prefer quick smartphone headlines on their way to the office riding a local train. The agency will in return supply the publishing partner with optimized stories in order to improve performance and increase usage and loyalty. Over the next months C-POP („Content Performance Optimization Program“) will develop an integrated news cycle in which publishers provide the agency with data on content performance and user preferences. „In cooperation with our Finnish agency partner STT and leading publishers like Funke Digital, Neue Osnabrücker Zeitung and the Sanoma group we will have the best conditions to try out new concepts and workflows to improve reader loyalty”, said Peter Kropsch, CEO and president of dpa. How can news agencies and newspapers redefine their traditional workflow in a way that as many users, readers and viewers as possible can be reached and converted with the right stories? The international C-POP project, funded by the final round of the Google Digital News Innovation Fund takes the concept to the next level. The initial results of pilot projects with various newsrooms are promising.

In order to support publishers in their efforts to increase reader revenue and explore new content formats tailored to user preferences dpa launched the project Performing Content in 2018. How can publishers serve their customers with compelling content that is strong enough to turn users into loyal subscribers? It might be the key challenge for journalism in the digital era.

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