Experience myST: Giving What Matters Most to Readers
2024 Finalist

Experience myST: Giving What Matters Most to Readers

The Straits Times

Singapore

Category Digital Subscriptions

Overview of this campaign

OBJECTIVES: WHY MYST?

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

AWARENESS CAMPAIGNS

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

OUTCOME & RESULTS

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

FUTURE-PROOFING

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


Contact

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

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