Experience myST: Giving What Matters Most to Readers
2024 Finalist

Experience myST: Giving What Matters Most to Readers

The Straits Times


Category Digital Subscriptions

Overview of this campaign


Because we want to do more for our logged-in readers:

MyST is designed to tailor content discovery for subscribers and registered users of the ST app:

  • Content customisation: Personalise your content consumption so you keep abreast of the latest news while catching up with new stories from your favourite writer
  • Subscriber-first: While everyone can enjoy this feature when they log in, subscribers benefit the most with the option to track comprehensively up to 30 topics and 30 authors
  • Sampling experience for registered users: Those who register for a free account can follow up to 2 topics and 2 authors


Engagement focus for subscriber-oriented campaigns: Whether via eDMs or in print, the focus is on engagement to introduce to readers better ways to consume ST content on app, including MyST

Soft sell subscription: The campaigns highlight useful features for readers to follow stories of interest and to get heads-up on premium content from well-known authors

Results for this campaign


From initial data (over 1 month), readers who stay logged in have shown interest in using myST.

  • MyST users make up about 6% of the total unique users for the ST app
  • The increase in time spent is significant among myST users
  • The average user who interacted with the feature spent twice as much time per session, compared with the average ST app user (12m 36s v 5m 56s)
  • This increase is strongest for those on mobile phones


What's next

  • MyST is envisioned as an evolving tool for readers
  • Using data to find out more about user habits to make feature improvements more useful to readers

Plans beyond startup phase

  • Increasing entry points for myST users
  • Suggesting to readers trending topics they can track
  • Enhancing usage by adding Web myST
  • Implementing platform sync for readers to follow and access writers and topics even as they switch between devices
  • Easing access with alerts to update when new content is available

Download app and log in to start:
iOS: https://str.sg/igfh

Android: https://str.sg/igfe


To contact a company representative about this campaign, click here for the INMA Member Directory

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.