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The challenges found in creating loyalty as a media entity are numerous and substantial. Building bonds with both national and local audiences, remaining objective while providing clear and accurate coverage of events, and continuing to innovate in a vertical steeped in history are only a few of the prominent hurdles in continuing to promote loyalty among readers. Leaders at Gannett, which operates the USA TODAY NETWORK which inlcudes over 100 local media brands in addition to USA Today, approach these challenges in ways that have led to the company’s growth as one of the largest local to national media companies.
Gannett CMO Andy Yost will be discussing these challenges and more, including the launch of the company’s “Insider” loyalty program, which permeates throughout all the brand’s various markets and products. The session will be a must-see for any marketer curious about how one of the largest producers of content views the challenge of loyalty and customer engagement.
Key Takeaways:
- The balance of innovation and traditional storytelling in engaging readers
- The challenges and opportunities in launching the USA TODAY NETWORK'S Insider loyalty program
- Taking on a “simplifier” role while remaining objective and continuing to build loyalty within the reader base.