“I think we have finally found the right convergence formula.”
“The Kakao audience is very young.”
“We need tighter integration with social media.”
“You will get a sense of different demographics and interests when reading us.”
News consumption is event-driven."
“I think (Viber) might be where the money is.”
“At the same time, we are growing our audience on the web, in the AR space; we are also growing our audience in chat apps.”
“Advertising combined with editorial content is much more effective.”
John Nery serves as the Editor-in-Chief of Inquirer.net and previously worked in different roles at the Philippine Daily Inquirer including Managing Editor, Senior Editor and Associate Editor for Editorial Special Projects.
For the past four and a half months, Inquirier.net has been working to grow its chat app audience. The media company is primarily focused on Korean chat app Kakao Talk, Japenese chat app Line, and Viber.
A big lesson for the media company, Nery said, is that each app’s audience is different.
The audience on Kakao Talk is young and interested in music, primarily K-Pop. They do not have much interest in news, Nery said.
Line’s audience is also young but is in the labour force. They are interested in all genres of music, and news consumption on this app is event-driven.
Viber’s audience is older and keen on news: “I think this might be where the money is,” Nery said.
There are challenges to developing a chat app strategy, Nery said. The company is working on creating more precise profiling, tightening integration into social media, and growing ad partnerships.
Inquirer.net’s chat app audience totals more than 350,000, with about 1,000 new readers engaging every week.
Nery also shared lessons from chat app development:
- Each service has different audience.
- Frequency is a function of urgency.
- Chat apps can encourage good engagement.
- Ads combined with editorial content are more effective.