The Austin American-Statesman has introduced new processes to meet the demand of consumers. By analysing the target market, the media company is able to adapt media strategies to address their needs.

Susie Ellwood, publisher of Austin American-Statesman, spoke at the 83rd INMA World Congress concerning the engagement of people in digital media.

“In the past, print newspapers really delivered high engagement and circulation numbers,” Ellwood said. “We have been pushed into one single device these days.”

With media transitioning from print to digital, Ellwood understands the importance of changing marketing strategies to keep up with the digital revolution.

“We have to service quality to both customers and advertisers,” she said.

It is essential to adopt new technologies, processes, and ensure there is enough talent to pivot media and news topics to meet the demands of customers and advertisers, Ellwood said. Referring to the evolution of digital news, she added: “Every day we are competing with all sources of news and information.”

To face the challenge of competing news and information sources, Austin American-Statesman has implemented a new marketing strategy. Digital Pass allows customers to gain one-day access to the company’s content for US$0.99 per day.

Using this and other new strategies, Austin American-Statesman found 54% of subscriber base has activated on social media and registered for digital memberships. The media company must use this information to drive content, Ellwood said.

Referring to its customer base, Ellwood said: “Our goal for all newspaper is to have 60% register and 30% engaged with products.”

Advising the future of media, Ellwood said media specialists should “listen to customers and knowing their preferences, continuously find news ways to look at data, and keep your menu of products simple.”