Shelley Seale of the International News Media Association writes about how The Wall Street Journal uses data and engagement to drive digital subscriptions.
Seale writes, “The objective was to monetise the WSJ’s high-quality journalism with new and diverse audiences to deliver on short-term goals and build a foundation for long-term growth. Buckley said to do this, the company focused on three pillars of growth: habitual scale and reach, customer choice, and habit.
“‘The No. 1 primary goal to grow is understanding the importance of scaling and fattening the funnel,’ Buckley said. This focus also applies to their media-buying strategy.
“WSJ developed a wave acquisition funnel strategy to amplify and optimise owned and paid media efforts to effectively and efficiently acquire new members. The aim of building the prospect funnel was to increase awareness and consideration to subscribe. To do this, driving up frequency of return visits is key. Most of
The boss of Asos has claimed that Topshop and other high street brands in Sir Philip Green’s collapsed empire have been “liberated” after the online retailer announced a £295 million deal to acquire them.
Nick Beighton’s fast-fashion group confirmed that it had bought Topshop, Topman, Miss Selfridge and HIIT from the administrators of Arcadia. Asos will take on only 300 head office staff responsible for buying and design. It will not take over any of the group’s 70 shops, meaning 2,500 jobs could be lost.
“The brands we’ve bought today have been liberated and kept in British hands,” Beighton, the chief executive, said. “We know this customer. We know this market. We have some of the best designers in London, some of the best brands available to twentysomething customers.”
He said the company would invest in the brands to “make them even better and give them the global profile they
The hospitality industry is going through “carnage” and needs more government help.
The chancellor’s grants for closed businesses fall way short of covering their costs, an online “round table” event was told.
Philippa Goodwin, finance director of the Hoburne Group of holiday parks – with a site at Bashley in the New Forest – said income from food, beverages and entertainments had “really suffered”, but was “slightly subsidised” by areas such as holiday home sales.
“In terms of the government support it’s somewhat lacking at the moment. The grants that we’ve been able to claim this time round are pathetic,” she said.
“Our costs are still high. Furlough has been great but we’ve got probably about 800 people across our business and it’s quite complicated in terms of weekly variable pay. The furlough claim is hugely complex but it certainly has helped us keep people employed.”