Building sustainable online audiences

Helping web media sites acquire and retain viewers

Digital Insight Report - April 2008

Building a successful online media property means building a sustainable and resilient audience. The dynamics of audience acquisition and engagement on the web are different from those in classic media channels and although they hinge on the delivery of great content that satisfies audience needs, marketers have to work hard to acquire the right audiences at the right price. Add to that the competitive landscape where every other site is only a click away and there are many challenges in getting the model right. In this report we collate smart tactics for getting audiences into and back to the content.

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