2019 Finalist

Power on Trial

Newsday Media Group

Melville, United States

Category Best Idea to Grow Digital Readership or Engagement

Overview of this campaign

Newsday successfully launched our first pop-up newsletter, Power on Trial, to give the most dedicated trial audience -- constituents, citizens focused on corruption, business leaders, etc. -- “a seat in the courtroom.” Joye Brown, a columnist who’s spent 30 years covering all aspects of our area, lent her distinctive voice to a succinct rundown of the day’s key moments, with commentary. She broke news and provided exclusive behind-the-scenes tidbits. We did things to make this audience feel almost like a club -- for example, once the trial ended, Joye asked the newsletter subscribers for their questions and answered them in a special edition.

 

Our goal was to use our mobile platform to serve political junkies who saw this as the trial of the century and wanted to be the first to know of any key developments or explosive testimony. We wanted to use our website platform to serve the general audience. The idea was to feature daily stories but also build a comprehensive multimedia story gallery so people could catch up on the trial at any time. On social media, we wanted users to interact with our courtroom reporters on a regular basis, and to expose our brand to a younger audience. Finally, we wanted to strengthen our ties with our sister TV station, who could also provide us a wider platform for our coverage.


Results for this campaign

We exceeded all of our expectations. We quickly signed up over four thousand people to our flagship newsletter by developing a widget that allowed users to subscribe directly from the homepage.  We used the same widget in-line on article, ran digital and print house ads, email blasts, radio ads, targeted social, etc.

 

Every mailing had an average open rate of 50% -- the highest average we’ve seen of any of our 13 regular newsletters. We even had a few break 60%, well above the industry average of 20-30% for hard news mailing campaigns. Our mobile alerts also performed above average.

 

Our multimedia coverage collected 359,663 unique visitors (82% were local) and 1,731,161 page views across all platforms. Our average engagement time was 2:33, and mobile users engaged with content on average for 3:13; both are strong numbers for our site.

 

Our social media campaign reached 291,925 people and had 2,001 reactions, comments and shares, 4,761 link clicks and 47,334 video views on Facebook; in addition, one of our Instagram stories hit a 54% completion rate. Finally, a quote board we created once the verdict had been reached drew 4,091 uniques with an average of 2:56 time spent.


Contact

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