Time for publishers to build loyalty as web traffic surges

Posted: 2020-04-21

Many publishers are experiencing a bump in traffic driven by so many people staying indoors. With bars, restaurants, theaters, and shops closed across, people turn to their phones and computers looking for entertainment.

What can publishers do to leverage this temporary influx in traffic and build long-term loyalty?

1. Rethink strict paywalls: if your content requires a subscription or is hidden behind a paywall, now might be a good time to broaden your audience and offer trials / freemium for customers that might become subscribers in the future.

2. Think indoors: make sure your output reflects the reality of your audience. With people stuck at home, rethink how you create new content, promotions, or products. Become a useful source and companion.

3. Be memorable and positive: how you behave now will be remembered for a long time. People are exhausted from reading news and worrying about an uncertain future – your help and positivity as a publisher matter!

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