“We are continually launching new products in the digital space. We want to make sure our content is available on every platform for consumers.”
“We’re still very very focused on our print business. Traditionally we spent most of our media dollars on print and offline channels like direct mail and telemarketing. So, we’re still doing all of that. And I think that what we’re doing with digital is not just building the infrastructure to drive digital only sales, but also to use that to support our print sales as well.”
- Gannett is taking advantage of digital content by monetizing it.
- The company pecifically targets users who visit subscription purchase page but do not subscribe.
MediaAmy Leyh, Vice President of Digital Subscription Sales and Loyalty at Gannett, explains how digital marketing helps improve the company's print sales.
Speaker InfoAmy Leyh is the Vice President of Digital Subscription Sales and Loyalty at Gannett Publishing Services, where she oversees acquisition, engagement, retention and loyalty programs that drive digital subscription revenue and volume growth across multiple platforms for Gannett. Previously, Amy was Director of Digital Circulation Marketing at The Wall Street Journal, where she was responsible for driving subscriber acquisition and engagement across all platforms, including mobile/emerging media. She worked on the launch of multiple digital products including, the WSJ iPad app, Android & Kindle Fire apps, WSJ Professional, CIO Journal and CFO Journal.
Digital marketing is providing numerous benefits for Gannett.
Amy Leyh, vice president of digital subscription sales and loyalty at Gannett, explained how the company’s embrace of digital marketing has proved beneficial, even if the company is still primarily focused on print.
Using a metered model, 78 of Gannett’s local media sites are digitally monetized.
“We want to make sure our content is available on every platform for consumers,” Leyh said.
Their digital subscription rate has substantially grown in the past few years, with over 50,000 digital-only subscribers. Leyh said they seek to attract digital subscribers through their print media.
Gannett is building on this success by seeking out and attempting to bring back users who abandon subscription pages before making a purchase by using tools such as Google publisher.
“You can really hone in on who you want to target,” Leyh said.
Gannett recently embraced search functionality within their sites, allowing them to focus on branded terms and local advertising.