How "Die Presse" Changed the Digital Product Game
2020 Finalist

How "Die Presse" Changed the Digital Product Game

Die Presse Verlags-Gesellschaft m.b.H. Co KG

Vienna, Austria

Category Best Idea to Grow Digital Readership or Engagement

Overview of this campaign

The initial objective of our project was to increase digital conversions. This closely follows our paid content strategy and the commitment towards the value of our journalistic work.

Broken down, this meant to interconnect our journalistic mission with a product vision that fulfills the needs and preferences of our most loyal users. As this type of change requires commitment from the whole company, “Die Presse” had to successfully manage and complete several tasks:

  • Making use of the data available throughout the company
  • Creating a journalistic concept & product vision
    • We wanted to create a digital paid product, that lives quality journalism and that shows users what to expect from our content offerings.
    • We wanted to be able to give journalism the means of expression it needs in order to show connections, broadness and speed of its content.
  • Translating our journalistic concept & product vision into a no-compromise design concept
  • Facilitating our sales department to sell subscriptions effectively
  • Guiding our users without friction through our site as well as through our sales processes
  • Speeding-up our technical solutions
  • Implementing all changes in a timely & cost-effective manner 

The 17th of May 2019 marked a special event in our initially planned project schedule. On this day, the Austrian vice-chancellor H.C. Strache sold out democracy in the infamous IBIZA scandal (https://www.youtube.com/watch?v=nbbdsohTQyg ). Shocked and outraged by these unspeakable events, “Die Presse” felt the urge to step up its game and to implement all product- & organizational-changes before the upcoming re-elections in September 2019.


Results for this campaign

With a surge in average monthly conversions of 241%, the release of the new digital product of „Die Presse” can be considered a full success.

Beside those hard numbers, we accomplished our project goals, as stated:

  • Making use of the data available throughout the company
    • We analyzed our user’s needs and adapted the everyday use of data in our editorial team
    • By finding easy-to-use metrics, we managed to get the whole editorial department working with relevant data every single day, to improve our product for our users
  • Creating a journalistic concept & product vision
    • Moving away from classic labels on news-websites, we created a product with a clear strategy, focusing on the time our users have to spend at the moment. All articles are now categorized into “news”, “opinion” or “magazine”, which are displayed on heavily curated pages. Those can be understood as entry points and invitations to explore different worlds and the value of the „Die Presse”-universe.
  • Translating our journalistic concept & product vision into a no-compromise design concept
    • We managed to make no compromises throughout the whole project and created a solution that is customized for our paid content strategy
  • Facilitating our sales department to sell subscriptions effectively
    • We implemented a state-of-the-art paid content solution that enables our sales team to reach out to every customer and to target them in the way most suitable to their position in our value chain. (Interaction, registration, conversion, retention)
  • Guiding our users without friction through our site as well as through our sales processes
    • We made it as easy as possible to buy our digital subscriptions. We reduced the steps necessary from 13 to 2.

After the Ibiza scandal, we wanted to make a clear statement, that freedom of the press and our democratic values, are a non-negotiable pillar of our state. That’s why we put in all our efforts and successfully completed the project 97 days early.


Contact

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