In the fifth and final webinar of the News Media Alliance Audience and Revenue series, “Programs that Build Audience Across Platforms” on Thursday, October 13, 2016 from 2:00-3:00 p.m. EST, we will showcase audience and revenue building best practices and the measurable results at several McClatchy newspapers.
Engaging readers is key to building audience and revenue. Success requires effective strategies and tactics in acquiring new high-value subscribers; engaging print subscribers with digital products; and effective communications through targeted newsletters, daily touches and social media. The combined impact builds deeper and frequent engagement.
In this session, Renee Lopez-Cantera, the Audience Growth and Initiatives Manager at the Miami Herald Media Company, responsible for direct response print and digital customer acquisitions, shared the effective approach she has adopted in planning and executing the digital sales campaigns for the South East Region of McClatchy. She was joined by Francis Lopez, the Director of Market Research and Analytics for the Miami Herald Media Company, who provided insights behind the success in that market. Corrina Rose, Director of Audience Development-Home Delivery & Digital, McClatchy West Region focused on the company’s successful programs in acquiring and retaining subscribers through improved reader engagement.
Learn about these strategies and adaptable tactics to better attract and retain subscribers, build cross-platform engagement and build audience and revenue.
Renee Lopez-Cantera is the Audience Growth and Initiatives Manager at the Miami Herald Media Company, responsible for direct response print and digital customer acquisitions. She plans and executes digital sales campaigns for the South East Region for McClatchy, and works with a national McClatchy Digital Sales Team on strategy and creative templates for all 29 newspapers.
She has held several managerial positions at MHMC since 2006 and has been honored with the Herald Hero award and Neighbors4Neighbors Community Leader Award for Service. She has over 18 years of consumer marketing and customer service experience in media, real estate, consumer products and has participated in several political campaigns.
Francis Lopez is the Director of Market Research and Analytics for the Miami Herald Media Company. She brings over 11 years of experience in market research and over five years in digital analytics.
Lopez joined the Miami Herald in 2007, as a Market Research Consultant. Prior to that, she was the Market Research Team Lead for Brand Institute, where she led a team of analysts in both qualitative and quantitative research projects. Her current responsibilities include tracking digital performance, as well as monitoring the local competitive landscape and industry trends to enable the organization to position itself for growth and to better adapt to changes in the market. She also analyzes consumer/audience behaviors and trends through primary and secondary research to provide insights on product enhancements and uncover opportunities.
Corrina Rose is currently the Director of Audience Development-Home Delivery & Digital, West Region for McClatchy. Although she was recently promoted to that position, she has been actively marketing the McClatchy California newspapers for some time and has been Audience Development Sales & Marketing Manager at The Sacramento Bee since June 2008. She moved to the Bee from The Stockton Record where she had 10 years’ experience as the Circulation Sales & Service Manager. Rose’s primary responsibilities are building total audience for McClatchy in this region through print and digital subscriber acquisition and retention by increasing audience engagement across the company’s portfolio of products.