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Personalised Newsletters at Keskisuomalainen Oyj, non-news verticals investment, and experimenting with Threads: Twipe’s Weekly News Digest

21 August 2023
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Welcome to Twipe’s Weekly News Digest! This week, we take a look at stories from across the world of publishing, including Associated Press work with Open AI, The Economist using short-form video, and more. Read our top 5 stories of the week below.

1. Keskisuomalainen Oyj: Improving Retention with Personalised & Automated JAMES Newsletters 

Founded in 1870, Keskisuomalainen Oyj is a Finnish media group and is currently the largest publisher in central Finland with over 60 regional and local newspapers. Current Chief Digital Officer at Keskisuomalainen OyjKirsi Hakaniemi will be speaking at the upcoming Digital Growth Summit, along with a lineup of renowned industry speakers sharing cases and insights. We take a look at their use of personalised newsletters and the successes they have seen with it.

To read the full article, click here.

2. Why publishers are investing in non-news verticals to grow revenue

Organizations such as The Sun and The Independent have seen significant payoffs for non-news verticals. As traffic is brought more intensely into the papers’ online domains, there seems to be an ability to target areas outside of their traditional demographics and loyal users. Honing in on groups outside of traditional users has allowed for users more innately interested in things such as travel to be accommodated within the paper.

To read the full write up by Press Gazette, click here.

3. Associated Press cements the AI era with newsroom guidance

After having signed an agreement with OpenAI to open cooperation between the storied news outlet and the mammoth AI innovator, the AI era has clearly entered the newsroom. Associated Press has released a set of guidelines on how they plan to use AI Generated content, valuing the human in the loop sentiment which has prevailed within the industry. There will even be a update regarding the use of AI in the newsroom to the AP’s stylebook.

To read the full discussion by the Poynter Institute, click here.

4. How publishers are experimenting with Meta’s Twitter rival Threads

Meta’s Threads burst on the scene (well, not the EU) to capitalise on failings at X (formerly known as Twitter) and was met with incredibly rapid signup numbers. However, since launching, much of the initial excitement, along with the number of active users, has decreased. As a result, publishers are attacking this new beast with much the similarity of how they address Twitter, often copying their tweets and posting them to Threads. Some publishers are being more informal on Threads, while others are trying new things and using the new platform as a sort of sandbox.

To read the full discussion on this topic, click here.

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5. How short-form video is helping The Economist gain young users

Short form video, namely TikTok and Instagram Reels, are taking over recently, being one of the most potent avenues to capture the attention of the youth. The Economist is among the premier examples of publishers honing in on this medium, with 20% of website visits coming from social media. Through this discussion with Liv Moloney, the Head of Social Media, WAN-IFRA looks deeper into this.

To read the full article, click here.

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