Media Growth Lab

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How Publishers and Editorial Teams Can Work More Closely Together

www.mediagrowthlab.com

How Publishers and Editorial Teams Can Work More Closely Together

Succeeding at a membership program requires breaking down silos

Geoff Sharpe
Mar 25, 2021
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How Publishers and Editorial Teams Can Work More Closely Together

www.mediagrowthlab.com

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.

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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

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How Publishers and Editorial Teams Can Work More Closely Together

www.mediagrowthlab.com
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