An Editor Focuses On His Customers And Wins

We’ve published a ton of posts here about the need for marketers to realize they’re in the media business today. Here’s one about a media company realizing that they’re in marketing.
John Yemma, Editor of The Christian Science Monitor, in a guest editorial on PaidContent says:

What we’re learning is that the key to building and keeping traffic is far more prosaic than multimedia and sharing buttons. It rests on overcoming a huge cultural barrier: evolving a serious, experienced, thoughtful newsroom into an audience-first organization. I use the term “evolving” because this is all about the present tense. Trying to understand our current and future audience is a work in progress that will continue for as long as we publish on the web.

It’s working. CSM’s web traffic climbed from 6 million page views last April to 13 million in February. And their print circulation rose from 43,000 to 77,000 in the same period.

About David Burn

Fired up to write it down. Co-founder and editor of AdPulp. Chief storyteller at Bonehook, a guide service and bait shop for brands.