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'Growing the number isn't always the key': How publishers approach comment strategies

from Digiday

Subscription publishers are turning more attention to their comment sections in order to drive retention, shape commissioning decisions and diversify their readership. Publishers know that people who comment on articles tend to read more and visit more often, which makes useful comment sections a smart retention lever. Having the data to prove this is one thing, but how publishers apply this knowledge is another. After five months of researching the behaviors of people who comment, The Wall Street Journal has switched its strategy, restricting commenting to paying members only and tightening the number of articles people can comment on. more


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