might not be posted on Facebook until 7 p.m. An investigation that gets published online at 7 a.m.Social videos do well anytime, so they post them at 3 a.m.A lot of people aren’t looking for news on Facebook on the weekends, but there’s still a core audience looking for stories. Stories about people doing good will do well on a weekend morning, but those posts get lost in the shuffle if posted on a weeknight.Here’s what she found out about Facebook and the Journal Sentinel’s audience there: That summer, when Ristow moved into her current job, she started strategizing. Knowing how many times a day they were posting was helpful, she said, and forced them to be selective. In January of 2017, the Journal Sentinel attempted to put some order to the story dumps by creating a posting schedule for Facebook. To grow those audiences, the Journal Sentinel stopped dumping every single story on Facebook and started paying attention to what worked when and why.īefore: “We didn’t really think about how it would perform, it was just like we want to broadcast and get this out there,” Ristow said. (Disclosure: The Knight Foundation helps fund my coverage of local news, and Lenfest is a funder of Poynter.)įor the Journal Sentinel, social media was the top of the funnel (here’s a funnel refresher if you need one.) Growing audiences on social media has helped them connect with people who aren’t yet subscribers. The Journal Sentinel took part in the Knight-Lenfest Newsroom Initiative, also known as Table Stakes, and one goal was to grow digital subscribers, said Emily Ristow, loyalty and engagement news director. Since January of 2017, the Journal Sentinel grew Facebook page likes by more than three times, reach by more than seven times and, in the past year, Instagram followers have nearly doubled. And the measure now isn’t click-throughs, but getting people engaged with what they’re doing on the platforms where they are. They’ve figured out the rhythms of their readers, which stories should go on different platforms and how those platforms differ. They still share frequently on Facebook, but they don’t share everything the 137-year-old newspaper publishes. And like a lot of other newsrooms, the Journal Sentinel sent that paperboy out a lot. The company’s stock price plummeted to an all-time low of 49 cents in March 2009 before stabilizing again in 2010.The Milwaukee Journal Sentinel used to use social media the way a lot of newsrooms do - as the digital paperboy meant to deliver the news and get people back to their site. Journal Communications has made numerous layoffs and cuts since 2007. In the initial stages of the plan, about three quarters of the online subscribers came from outside the Milwaukee area, largely because of interest in the paper’s coverage of the Green Bay Packers. In 2014, the Journal Sentinel announced a partnership with The Washington Post that gave Journal Sentinel subscribers free access to the Post’s website and apps. It offers a metered model, with the first 20 articles per month free, and a digital subscription costing $2.35 per week. The Journal Sentinel has charged for access to its Packer Insider site since 2001 and began charging for its website in January 2012. The paper has maintained its investment in investigative reporting in recent years despite overall cuts. The Journal Sentinel has a sizable investigative reporting unit that has won wide acclaim and numerous awards in the past several years, including two Pulitzer Prizes. Scripps, folding the two companies’ broadcast properties into Scripps and spinning off the newspapers into a new public company, the Journal Media Group, headquartered in Milwaukee with the Journal Sentinel as its flagship. In July 2014, Journal Communications announced it would merge with E. Journal Communications, which also owns numerous weekly newspapers and radio and television stations, was employee-owned until going public in 2003. The Journal Sentinel was created of the 1995 consolidation of the Milwaukee Journal and Sentinel. The Milwaukee Journal Sentinel is a daily newspaper based in Milwaukee, Wis., and the flagship of the publicly traded media company Journal Communications.
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