Overview of this campaign
The Free Press knows its future is digital, but information online is limitless — even though our readers’ time is not. That’s why we decided to turn back the clock with Above the Fold, a digital edition that mirrors the daily newspaper experience. We also wanted to give readers something they couldn’t get anywhere else. As other media outlets post a never-ending stream of stories in no particular order, Above the Fold gives readers a break from the endless scrolling and breaking-news merry-go-round. At 7 p.m. every weekday, Winnipeggers can sit back and take in a specially curated package of top news, sports, arts and analysis. A daily crossword puzzle is also included. Our future depends on our subscribers valuing the stories we produce, as well as attracting more paid readers to help fund our journalism. That’s why we made the decision to no longer let the clock curate the news or leave the packaging to a faceless algorithm.
Results for this campaign
The response to Above the Fold has been greater than we imagined — and the numbers back that up. Readers of the digital edition spent 151 per cent more time consuming its content than people viewing other stories on our website. They were also 6 per cent more likely to read more stories on our site than the average reader. This type of enhanced engagement from our readers not only supports our subscription acquisition goals but opens up exciting opportunities for our advertising partners. From a content perspective, Above the Fold helped the stories featured within to be viewed 10 times more than others on our site, making those articles the most-viewed cluster of content we produce.