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Just be yourself. Good advice for people, but maybe good advice for news organizations too?

Kerry Lauerman, editor in chief of recently published a blog post, revealing that at the end of 2011 Salon had a record of over 7 million unique visitors, a figure that increased to 7.23 million by the end of last month. This number is up from 5.5 million uniques last August - a significant jump.

The secret? Focusing on original content rather than aggregation. "We've tried to work longer on stories for greater impact, and publish fewer quick-takes that we know you can consume elsewhere," writes Lauerman. As a result, Salon is actually publishing about one third fewer posts than it was one year ago, but generating about 40% more traffic.

Lauerman partly credits the return of Salon founder David Talbot for the publication's new direction, saying that his leadership was "enormously liberating". In an interview with Nieman Lab, Lauerman notes that Talbot fully backed the publication's turn away from aggregation. He "wanted us to be ambitious and aggressive and break stories that really matter to our readers", states Lauerman.


Hannah Vinter


2012-02-08 17:45

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