Case

Transforming De Tijd’s digital news ecosystem to grow their market share

The news and information landscape has radically shifted; from the medium people use to receive their news, to the type of content they are looking for. Against this backdrop, we created a digital product strategy with De Tijd to solidify their audience relationship and grow their market share.

3 audiences defined

pinpointing attention-grabbing news.

3 reader mindsets determined

targeting the right moment for optimal user experience.

Case

Transforming De Tijd’s digital news ecosystem to grow their market share

The news and information landscape has radically shifted; from the medium people use to receive their news, to the type of content they are looking for. Against this backdrop, we created a digital product strategy with De Tijd to solidify their audience relationship and grow their market share.

3 audiences defined

pinpointing attention-grabbing news.

3 reader mindsets determined

targeting the right moment for optimal user experience.

Creating a strategy for growth

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.

Transforming De Tijd’s digital news ecosystem to grow their market share

The changing landscape of news consumption

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.


Determining the audience profile

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.

Three different reader profiles based on research and workshops

Revealing the mindsets that drive news consumption


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:


Readers have different mindsets when approaching news

Right place, right time: Linking mindset to moments


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:


How the reader mindsets translate to moments in the day
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Refining the channel strategy to redesign the digital ecosystem


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:  


The digital product strategy translated into the website.

Want to know more about how to translate mindsets into powerful information architecture?

The result: A ready to launch digital product strategy

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.

Looking to lay the foundations for your next digital product?

Our Director of Client Partnerships Justin would be happy to talk you through how our digital product strategy can help you grow your business.

Looking to lay the foundations for your next digital product?

Our Director of Client Partnerships Justin would be happy to talk you through how our digital product strategy can help you grow your business.

Looking to lay the foundations for your next digital product?

Our Director of Client Partnerships Justin would be happy to talk you through how our digital product strategy can help you grow your business.

Looking to lay the foundations for your next digital product?

Our Director of Client Partnerships Justin would be happy to talk you through how our digital product strategy can help you grow your business.

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