De Tijd is Belgium’s leading financial newspaper, attracting a business-minded readership looking for information and advice over today's financial affairs. With revenue moving away from traditional advertising income, subscriptions have become more important to a modern news outlet’s income.
We were asked by De Tijd to work with them to research and conceptualise an up-to-date profile of their customers. Having uncovered three profiles and three mindsets that drove customer behaviour, we used this research to create a bespoke digital product strategy. This laid the foundations for an ecosystem of digital platforms; improving their overall customer experience, and leading to recaptured and increased market share.
Read on to see how our digital product strategy transformed De Tijd’s digital ecosystem.
As the first newspaper in Belgium to go digital, De Tijd was an early adopter. When they approached us to create a new digital ecosystem for their publication, the landscape had shifted again. Social media, apps and novel platforms had changed the ways and devices that people read the news.
Together with De Tijd, we undertook analysis to establish how their audience was consuming news. By establishing their audience behaviour, we could create an information architecture and digital ecosystem that captured their readers’ attention. This way, our strategy for content and distribution could get right to the heart of their readers' needs and future-proof their offering.
To discover what digital content and channels would create an ecosystem that would encourage the audience to pay, we first needed to establish the profile of the audience.
Through workshopping with De Tijd and extensive audience research, we discovered three key profiles; the business-minded reader, the investment minded reader and the quality content seeker.
While determining your audience is essential, knowing the mindset of your readers is equally important to target the kind of news that will interest them. Through our research, we established three mindsets:
The next step was to model these profiles onto their typical day, to find out what part of the news they were consuming, how and when:
This is where we put the meat on the bones of the strategy and defined exactly where value could be created for the reader and for De Tijd.
By defining the users, their mindsets and the moments in their day, we could look at the channels that would capture the readers at their important moments, as well as the information architecture that would guide their journey:
November Five in collaboration with the newspaper De Tijd created a digital product strategy that was bespoke and ready to launch into its next phases. Our strategy went on to form the foundation for the solution definition, roadmap and the interface design of a whole new digital ecosystem.
These products improved the experience the customer has when interacting with De Tijd’s digital platforms, ultimately helping them to attract more audience generated revenue and retain readership.