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Newsletter strategy for publishers: Masterclass with the FT's Sarah Ebner
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Over four years at the Financial Times head of newsletters for the title Sarah Ebner has helped grow the title's number of email subscribers from 500,000 to 1.6 million.
She told Press Gazette that email newsletters are now the biggest driver of reader engagement at the FT. They are also hugely important for driving subscriber loyalty and finding new paying readers as well as providing advertising and subscription revenue in their own right.
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ShareManage episode 465212389 series 3406922
Content provided by Chris Stone and New Statesman Media Group. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Chris Stone and New Statesman Media Group or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://ppacc.player.fm/legal.
Over four years at the Financial Times head of newsletters for the title Sarah Ebner has helped grow the title's number of email subscribers from 500,000 to 1.6 million.
She told Press Gazette that email newsletters are now the biggest driver of reader engagement at the FT. They are also hugely important for driving subscriber loyalty and finding new paying readers as well as providing advertising and subscription revenue in their own right.
In this masterclass interview she explains how publishers can supercharge their newsletter strategy.
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The Future of Media, Explained - from Press Gazette
Press Gazette senior reporter Bron Maher talks to Politico executive editor for Europe Kate Day about how the niche brand's rapid expansion on this side of the Atlantic. The title launched in Washington in 2007 and has been in Europe since 2015. It now has 350 staff in Europe with 45 in the UK alone. Day explained how the brand's mixed B2B and consumer business model works and revealed more about its further expansion plans. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Jim Mullen's legacy at Reach | Value of news to Google | Sun losses, Times profits 28:44
28:44 Play Later Play Later Lists Like Liked28:44
Play Later Play Later Lists Like LikedThe Press Gazette teams offer their insights on the legacy of outgoing Reach CEO Jim Mullen, the value of news to Google and the latest company accounts at News UK, which show Sun losses declining and healthy profits for the paywalled Times. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Why AI could spell doomsday or a big payday for publishers with Matthew Scott Goldstein 30:24
30:24 Play Later Play Later Lists Like Liked30:24
Play Later Play Later Lists Like LikedPress Gazette editor-in-chief Dominic Ponsford caught up with New York-based publishing consultant Matthew Scott Goldstein (MSG) to talk about the future of news in the era of AI. How concerned should publishers be about the threat posed to their business models by generative AI?9.9 out of ten said MSG. He explained why generative AI could spell the end of the road for publisher websites, but why it could also lead to a huge payday for the creators of quality content, Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 How to lose £100m with GB News | Print decline in the USA | Green shoots at Reach 20:08
20:08 Play Later Play Later Lists Like Liked20:08
Play Later Play Later Lists Like LikedPress Gazette's editorial team share their insights into big stories from the world of news. GB News has lost nearly £100m but is growing its non-TV advertising revenue and heading in the right direction. Charlotte Tobitt talks about this and the implications of its big legal victory over Ofcom. Bron Maher shares some highlights from Press Gazette analysis for US newspaper and magazine print circulation figures. There are only a handful of newspapers selling more than 100,000 print copies in the USA (but they can console themselves with the fact they have strong digital subscriber bases). And Press Gazette editor-in-chief Dominic Ponsford looks at the latest financial results from Reach which reveal growing page views and profits amid a backdrop of overall decline at the UK's biggest commercial news publisher. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 London's Local News Renaissance with Jim Waterson 25:58
25:58 Play Later Play Later Lists Like Liked25:58
Play Later Play Later Lists Like LikedWith three major London-wide local journalism launches in the last months is journalism about England's capital city bouncing back after many years of decline? London Centric founder Jim Waterson explains how his Substack-based title has already gained thousands of paying subscribers since launching in September 2024. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Newsletter strategy for publishers: Masterclass with the FT's Sarah Ebner 26:43
26:43 Play Later Play Later Lists Like Liked26:43
Play Later Play Later Lists Like LikedOver four years at the Financial Times head of newsletters for the title Sarah Ebner has helped grow the title's number of email subscribers from 500,000 to 1.6 million. She told Press Gazette that email newsletters are now the biggest driver of reader engagement at the FT. They are also hugely important for driving subscriber loyalty and finding new paying readers as well as providing advertising and subscription revenue in their own right. In this masterclass interview she explains how publishers can supercharge their newsletter strategy. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 What works on Substack, how Youtube became newstube and why Harry took the cash 20:51
20:51 Play Later Play Later Lists Like Liked20:51
Play Later Play Later Lists Like LikedBron Maher discusses Press Gazette's new ranking of the most lucrative titles on Substack, Charlotte Tobitt explains how and why publishers are currently so fixated on building their followings on Youtube and Dominic Ponsford shares his view on why Prince Harry decided to take News UK's cash rather than have his day in court with The Sun. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 AI tipping point in 2025: What publishers need to know 33:09
33:09 Play Later Play Later Lists Like Liked33:09
Play Later Play Later Lists Like LikedFormer digital development director of The Sun Paul Hood has just quit his job to study generative AI full time. He explained why AI in the media is set to reach a tipping point in 2025 and start to fundamentally change the business. He also reveals some of the practical steps publishers should take to ensure they can capitalise on the opportunities AI presents and avoid some major pitfalls. Sitting back and doing nothing is not an option, he says. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 What we learned in 2024 about the business of news 24:14
24:14 Play Later Play Later Lists Like Liked24:14
Play Later Play Later Lists Like LikedThe Press Gazette team look back on the big themes of 2024 for news publishers and reveal what they have learned. They also share their predictions for 2025 which include: more paywalls in the national media, an economic upturn all around and big changes in the tech platforms which readers use to discover their news, Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 How Bluesky became News-sky, discovering new Google traffic and what Trump 2 means for you 21:35
21:35 Play Later Play Later Lists Like Liked21:35
Play Later Play Later Lists Like LikedPress Gazette editor-in-chief Dominic Ponsford talks about the benefits of Bluesky for publishers with the zeal of a new convert, reporter Bron Maher explains how publishers are getting new traffic from Google via Discover and Charlotte Tobitt reveals the biggest lessons for the news industry from the US presidential election. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Generative AI in the newsroom at the Telegraph 43:33
43:33 Play Later Play Later Lists Like Liked43:33
Play Later Play Later Lists Like LikedTelegraph Media Group director of technology Dylan Jacques talks to us about the title's ambitious plans to roll out a new generative-AI powered feature every month for 12 months. It has already rolled out AI-written summaries and various internal tools which are helping journalists use AI to improve content, increase reader engagement and so sell more subscriptions. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Election endorsements, revolting Guardian journalists and regulating AI 24:29
24:29 Play Later Play Later Lists Like Liked24:29
Play Later Play Later Lists Like LikedPress Gazette editor-in-chief Dominic Ponsford and reporter Bron Maher provide an insider take on three of the hottest issues in news media: how did the Washington Post handle its election endorsement so badly? Why are Guardian and Observer journalists set to go on strike? And what can publishers do about the onslaught of generative AI bots harvesting their content without permission? Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
Boston Globe chief commercial officer Kayvan Salmanpour reveals the key decisions made around online subscriptions, advertising and other revenue areas which have enabled the local news title to thrive in the digital age and continue to support investigative journalism. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Bonnier News CEO on power of bundles and personalisation 50:48
50:48 Play Later Play Later Lists Like Liked50:48
Play Later Play Later Lists Like LikedSweden's biggest news publisher Bonnier News has more than tripled profits in the past eight years and doubled revenue. It now believes a subscription bundle, putting together all of its Swedish brands and harnessing AI to better personalise what users see, will be the way forward for continued revenue growth. Bonnier News chief executive Anders Eriksson told Press Gazette UK editor Charlotte Tobitt about the business transformation he has overseen and the internal culture change needed to do so, why Nordic countries are ahead on subscriptions, and the thinking behind the bundle subscription strategy. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 World's biggest football publisher expands into USA 37:28
37:28 Play Later Play Later Lists Like Liked37:28
Play Later Play Later Lists Like LikedGoal, Indivisa and Mundial publisher Footballco was reaching 30 million people in the US without having any meaningful boots on the ground. But at the start of 2024 Jason Wagenheim arrived as its first CEO for North America, bringing lessons that sports publishing can learn from lifestyle after a long stint at Bustle Digital Group. Wagenheim told Press Gazette UK editor Charlotte Tobitt about how he is approaching Footballco's two-year runway ahead of the World Cup being held in the US, Canada and Mexico in 2026 as well as the value of going deeper - well beyond traditional match reporting - in an age of algorithms and generative AI. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Total Politics is making B2B work without a paywall 35:56
35:56 Play Later Play Later Lists Like Liked35:56
Play Later Play Later Lists Like LikedAt the half-way point of the UK general election campaign Press Gazette sat down with Mark Wallace, hief executive of Total Politics Group, to find out how the company makes free political journalism pay. Press Gazette asked how the Politics Home, Conservative Home and The House publisher is faring since incorporating in its new form in 2022, and finds out how the business has found a way to hedge against political cycles by selling services on sites targeting both left and right. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Camilla Tominey and Kamal Ahmed on cracking a busy news podcast market 42:53
42:53 Play Later Play Later Lists Like Liked42:53
Play Later Play Later Lists Like LikedThe Telegraph’s new daily news podcast, The Daily T, is the latest entrant to an increasingly crowded audio market. Days after the show bagged the first election trail extended nterview with Rishi Sunak, Press Gazette spoke with Daily T hosts Camilla Tominey and Kamal Ahmed about how they’re hoping to stand out from the competition with a right-of-centre viewpoint they feel is missing and by leaning heavily on the Telegraph newsroom. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Daily Mail CEO Rich Caccappolo on keeping journalism free 36:04
36:04 Play Later Play Later Lists Like Liked36:04
Play Later Play Later Lists Like LikedThis episode includes excerpts from an interview between Press Gazette editor-in-chief Dominic Ponsford and Rich Caccappolo, CEO of Daily Mail publisher DMG Media. It also features media consultant Matthew Scott Goldstein. They talk about how to save journalism (and democracy) on the open web by adapting to Google's plan to switch off cookies on Chrome. He also provides an update on DMG Media's legal action against the search giant and reveals how his company is growing overall revenue in a tough market. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 The Atlantic's winning subscription strategy with CEO Nicholas Thompson 40:51
40:51 Play Later Play Later Lists Like Liked40:51
Play Later Play Later Lists Like LikedThe Atlantic has become profitable after years in the red and marked the major milestone of reaching one million subscribers, it announced in April. CEO Nicholas Thompson joined Press Gazette to discuss the subscription strategy behind The Atlantic's recent success, how advertising fits in, the search for an elusive third revenue stream, and what goals he might set for the business next. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 ADHD, autism and the news business: How different minds can thrive in media 49:22
49:22 Play Later Play Later Lists Like Liked49:22
Play Later Play Later Lists Like LikedPress Gazette editor Dominic Ponsford talks about exclusive new research on the prevalence of neurodiversity in news media. He also speaks to Times Radio journalist Darryl Morris and freelance journalist Lydia Wilkins about the benefits and challenges ADHD and autistic thinkers can bring to jobs in journalism. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
Founder of video news network TLDR Jack Kelly explains how he funds an 11-strong editorial team providing a serious news for younger viewers on Youtube. The profitable publisher is funded mainly through the Youtube ad revenue split but also makes money from direct-sold sponsorship and a foray into print publishing. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 How The Economist is attracting younger readers with cut-price daily app 23:06
23:06 Play Later Play Later Lists Like Liked23:06
Play Later Play Later Lists Like LikedPress Gazette editor-in-chief Dominic Ponsford discusses the latest UK magazine industry circulation figures with reporter Bron Maher. They pick out the winners and losers from the latest crop of results and also hear from Economist executive vice president Nada Arnot about how the title's cut-price daily edition Expresso achieved lift-off in 2023. She also explained why she is bullish about The Economist's headline (print and digital) circulation figures returning to growth in this election year. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Online advertising - how publishers can survive a tsunami of change 38:12
38:12 Play Later Play Later Lists Like Liked38:12
Play Later Play Later Lists Like LikedOnline advertising used to support investigative journalism at digital-native brands such as Buzzfeed News and Vice. In the space of just a few years everything has changed, and thousands of journalists have lost their jobs as a result. Press Gazette editor-in-chief Dominic Ponsford talks to former Business Insider editor-in-chief Jim Edwards about what is going on and how publishers should adapt to an online publishing ecosystem which is being rocked by a tsunami of disruptive change. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Beyond Google? Amazon and Microsoft are future says Ricky Sutton 47:06
47:06 Play Later Play Later Lists Like Liked47:06
Play Later Play Later Lists Like LikedFormer online editor of the News of the World turned tech entrepreneur turned future of news Cassandra Ricky Sutton joins Dominic Ponsford on the podcast sofa. The last year has been bleak for ad-funded news media but Ricky believes he has the solution. He explains why Google's reign as the most important tech partner for news publishers is drawing to a close, but more lucrative partnerships around AI and advertising with Microsoft and Amazon beckon. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Why Reach is upbeat about online ads despite the big cookie switch-off 40:06
40:06 Play Later Play Later Lists Like Liked40:06
Play Later Play Later Lists Like LikedReach group director of digital Terry Hornsby is at the forefront of the journey away from third-party cookies at the UK’s largest commercial news publisher. Hornsby told Press Gazette's Charlotte Tobitt the three pillars that will help Reach grow digital revenues through this monumental shift to the open web, discussed why trusted premium publishers will come out on top and issued a call for more industry collaboration. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Political reporting in an election year with Christopher Hope and Gloria De Piero 26:33
26:33 Play Later Play Later Lists Like Liked26:33
Play Later Play Later Lists Like LikedIn the latest episode, Press Gazette editor in chief Dominic Ponsford met GB News presenting duo Gloria De Piero and Christopher Hope at their new Westminster studio. They spoke about their new weekly show, PMQs Live, the future of political reporting in an election year and why they think GB News is striking a chord with viewers by offering them more of what they want. (As part of this podcast was recorded on location, apologies but the quality can get a little patchy) Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 How publishers can sell online advertising in an awful market 35:55
35:55 Play Later Play Later Lists Like Liked35:55
Play Later Play Later Lists Like LikedGuardian US senior vice president for advertising Luis Romero talks to Press Gazette about what it is like to sell in the toughest ad market since 2008. He also shares some tactics and strategies the Guardian is deploying to persuade more brands to spend money on reaching its 40m US readers per month. His pitch is a simply one - stop supporting the dark corners of the internet on tech platforms and instead help fund a news business which is shining light on the world's most important issues. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 Why bad news can be good for business publishers with Dow Jones CEO Almar Latour 37:30
37:30 Play Later Play Later Lists Like Liked37:30
Play Later Play Later Lists Like LikedDow Jones CEO and Wall Street Journal publisher Almar Latour spoke to Press Gazette about how the financial news division of News Corp managed to just achieve its most profitable quarter since 2007. In this edited version of his interview at the Press Gazette Media Strategy Network event in New York, he also spoke about what publishers need to focus on as global uncertainty looks set to continue in 2024. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
1 How to make local news pay with Newsquest CEO Henry Faure Walker 27:00
27:00 Play Later Play Later Lists Like Liked27:00
Play Later Play Later Lists Like LikedLast year UK regional news giant Newsquest made £40m in pre-tax profits on turnover of £190m. This year it is tracking to have ad revenue broadly flat over two years. CEO Henry Faure Walker spoke to Dominic Ponsford about how the publisher of 200+ titles is bucking the trend on both audience and advertising revenue decline. He also shed light on some fascinating experiments using generative AI in the newsroom. Hosted on Acast. See acast.com/privacy for more information.…
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The Future of Media, Explained - from Press Gazette
Elle UK editor Kenya Hunt talks to Press Gazette about why she hopes readers will pay £150 a year to become fashion industry insiders as members of Elle Collective. She also talks about the future of magazines, diversity and why magazine editors have a duty to present images of female beauty responsibly. Hosted on Acast. See acast.com/privacy for more information.…
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