“Maybe young readers won’t subscribe now, but by building engagement we’re starting to develop the lifetime value of these readers ready for the future, when they might be ready to subscribe”
Marit Tronier Halvordsen, Head of Target Groups at DN Media Group – Norway’s leading business newspaper, recently spoke at WAN-IFRA’s Digital Media Asia conference about their new approach to young readers at the biggest publication in their portfolio: Dagens Næringsliv (DN). Instead of leading them through the classic conversion journey towards subscription, the goal is instead to engage them through gamification and de-anonymize them to collect data, target adverts and build brand loyalty to monetize in the future when they might be ready to subscribe.
