- The Publisher Newsletter
- Posts
- Friday 10th March: Your superfans only get better over time
Friday 10th March: Your superfans only get better over time
Good morning! Today's newsletter is brought to you by Esther.
Do you have an award-winning newsletter? The Publisher Newsletter Awards are now open for entries until April 24th 2023.
Today's Media Roundup is brought to you by the Publisher Newsletter Awards. (Book this ad slot)
By now, everyone knows that the more info you have about a user, the easier it is to move them down the funnel to become a subscriber. It's why registration walls have boomed in popularity in recent years. But this piece from WAN-IFRA points to another often overlooked segment of users - those that generate content on-site (UGC contributors).
UGC contributors are those who leave comments, ask questions in Q&As, answer polls, personalise their experiences, or otherwise actively engage with your brand and community. I guess that's what we'd call 'superfans' here at Media Voices.
Viafoura's analysis suggests that these UCG contributors are 4-5x more loyal than registered users, and that loyalty improves over time. I wrote yesterday about the value of segmenting your audience to understand conversion behaviour; this is another group to consider nurturing.
On which note, we love hearing back from you. You can easily shoot us an email by replying to this issue, if you agree or disagree with something we've said. Or you can get us on Twitter @mediavoicespod / each edition's author at the top of this email.
This is a launch and a half from a top-tier team. Heatmap News will publish newsletters and articles about climate change for a high-level audience that ranges from those who need climate coverage to do their jobs to general consumers who are passionate about the topic. They're diving straight in with consumer subscriptions and a metered paywall system.
WhatsApp offers a 'broadcast' feature at the moment but is looking to expand on that with some newsletter-type functionality. Before you get too excited though, can I remind you parent company Meta got all excited and launched a newsletter platform for Facebook called Bulletin, which lasted all of a year before getting shut down just months ago.
Oooh it's been a while since I've seen a story about Apple News. The Guardian has now been tempted back after leaving the platform in 2017. Now Apple has enabled subscriptions and reader donations through the app, The Guardian has decided it's worth giving it another go. Waiting until the platform is right for you is, of course, very wise.
More from Media Voices
TIME was 100 last week, and we took the chance to speak to its Editor In Chief and Executive Chairman Edward Felsenthal about how the publication made it to its centenary. He tells us about the tradition of innovation at TIME, building trust with global audiences, and how legacy is not a bad word in magazines.
