Q4 16/17 EMOG Overview Report

Goal: you want about a 50/50 spilt between new and returning users or 60/40 at most, but this also depends on what marketing and goals you have in place for your site.

Why: If you skew very little new users, there’s no potential for growth. If you skew very little returning visitors there’s no potential for sustainability. Returning users tend to have better site engagement.

How you can get more new users: more post through social media, grow newsletter subscribers, run contest

Returning users: being consistent in posts with social media, consistently send out newsletters to subscribers, consistently run contests.

What you do to grab new users will start driving return users if it’s done consistently. With return users it’s the content that engages the reader that will keep them coming back.

This also depends on what campaigns you have running at the time and their goal – is it to attract new customers – then you would expect your new percentage to be larger – or is it to retain your current customers – then the returning would be larger.

For this quarter, the analytics issues with the Daily Astorian skewed their new user stats, which in turn had an effect on the company totals and why new users increased so much.

October to December 2015

New – 54%
Returning – 46%

January to March 2016

New – 53%
Returning – 47%

April – June 2016

New – 50%
Returning – 50%

July – September 2016

New – 51%
Returning – 49%

October – December 2016

New – 56%
Returning – 44%

January – March 2017

New – 60%
Returning – 40%

April – June 2017

New – 71%
Returning – 29%

Our audience is focused on the middle age groups. With our smallest being the 18-24, followed by the 65+ The industry median age is 41.4 which is close to our company-wide average.

Mobile and tablet traffic continue to grow at many of our sites. The Capital Press which has been the only site where desktop is still the majority, for this quarter finally had more mobile traffic then desktop. The Daily Astorian, with it’s analytics issues, skewed heavily desktop this quarter, which is not the norm. Hermiston Herald also went more desktop users this quarter. Because of this, our company-wide stats pushed desktop users to the top and stats we haven’t seen since 2015.

Our company wide audience is 42% mobile and tablet traffic. Leaders in our company are the EO with 69% non desktop traffic, followed by BME with 68% and OCT 60%.

January to September 2015

Mobile 36%
Tablet 11%
Desktop 53%

October to December 2015

Mobile 41%
Tablet 10%
Desktop 53%

January to March 2016

Mobile 49%
Tablet 11%
Desktop 40%

April to June 2016

Mobile 44%
Tablet 9%
Desktop 47%

July to September 2016

Mobile 51%
Tablet 9%
Desktop 40%

October to December 2016

Mobile 48.5%
Tablet 9%
Desktop 42.5%

January to March 2017

Mobile 45%
Tablet 8%
Desktop 47%

April to June 2017

Mobile 37%
Tablet 6%
Desktop 56%

Daily Astorian pageviews are skewed due to issues with analytics.

Social Referrals – what platforms are our audiences using to get to us.

Facebook dominated by more than we’ve seen in the last two years. We relied on all but 2% of our social referrals to come from Facebook.

What does this mean? We are not utilizing other social media platforms at our disposal like Twitter, Google+, Pinterest, Linkedin, etc. That the newsrooms sole focus seems to be Facebook. We must diversify. We have the means within Social News Desk for this. For those that are low, a consistent posting of articles to Facebook daily and weekly, engage with your community on Facebook, share more than just articles, we have calendar of events, create photo galleries and share out the link to the photo galleries instead of posting all the photos to Facebook or just within the story, to name a few.

  • January to September 2015- 89% FB
  • October to December 2015 – 90% FB
  • Jan-March 2016 – 79% FB
  • April – June 2016 – 79% FB
  • July – September 2016 – 98% FB
  • October – December 2016 – 97% FB
  • January – March 2017 – 98% FB
  • April – June 2017 – 98% FB