How Publishers and Editorial Teams Can Work More Closely Together
How Publishers and Editorial Teams Can Work More Closely Together
Succeeding at a membership program requires breaking down silos
Jeanette Ageson, the publisher at the Tyee, joins me to discuss how editorial and publisher teams can better work together to support membership-based outlets.
We also discussed their work in creating membership-driven reporting, how they approach membership drives and the importance of surveys.
Show Outline
1:48 - What is the Tyee
3:18 - The role of a publisher and Jeanette’s day-to-day work
5:30 - How editorial and publishing teams work together
7:10 - The changing role of the publisher from advertising to membership
8:40 - How nonprofit work relates to membership growth
10:14 - The benefits of regional focus and regional audiences
15:15 - How Jeanette thinks about community engagement strategies
21:30 - How the Tyee uses events for growth
25:56 - Experiments
30:23 - Shifting away from advertising
33:13 - How the Tyee runs crowdfunding campaigns
38:14 - Balancing email volume during a crowdfunding campaign
40:35 - Different value propositions during a crowdfunding campaign versus normal fundraising
43:08 - Surveys and pre-engagement with audiences before launching bigger campaigns