Audience Development Shifts Focus from Facebook Traffic to Generating Revenue
Audience development pros have always been crucial to how publishers reach new readers. But increasingly, they’re all about the revenue, trying to get people to return to the site in hopes they eventually sign up for a membership, subscribe or buy a ticket to an event.
Travis Bernard, director of audience development for TechCrunch, spends much of his day working on things like combating ad blocking, adding newsletter signup messages to articles and promoting ticketed events — all designed to get people to keep reading the site and paying for things.
“When I first got into [audience development], it was all about Facebook,” said Bernard. “I don’t think that was necessarily the best approach. Now we’re spending more time distributing that work and time to a bunch of different things.”