Media associated with this campaign
Overview of this campaign
Boost the online focus of the sole metro of the 18 paid websites, The Courier-Mail, and re-energise city digital subscriptions, learning from the regional experience. The Courier was the more mature business, how could it fire again?
Maintain or grow the exceptional results in the regional business (17 websites).
Make sure the best staff were moving seamlessly between the two divisions, rather than getting picked off by rival companies.
Lift training and knowledge of digital requirements.
With 18 newsrooms, of varying digital experience, ensure successes everywhere, no matter how big or small, were shared and emulated. Editors were held to account on this: If an idea worked somewhere, have you tried it?
Results for this campaign
The results have been striking. In the 2018 calendar year, breach sales more than doubled, running at 113% across the 18 sites.
Not only did the metro surge, but the regionals gained more speed.
The One Queensland approach added 22,000 paying subscribers in 2018. The growth rate makes the combined operation the fastest growing digital business in News Corp Australia’s publishing portfolio.
Today Queensland, with a population just over half the 7 million of New South Wales and 6 million of Victoria, has the highest number of subscribers of any state for News Australia.
As well, a series of promotions and personnell shifts across the state have identified on helped retain the best personnel.
A comprehensive training program has rolled out to close to 150 staff, and has subsequently been endorsed as a national program.
The One Queensland program has been shown to other News state digital teams in an effort to encourage better collaboration and best practice.
Full explainer in the attached PDF.