The Dallas Morning News
The Dallas Morning News (DMN) is a print and digital publication serving the Dallas–Fort Worth area of Texas. Founded in 1885, today, it has one of the largest circulations in Texas of 65,000+ with a social media audience of 1.5M and an online audience of 1.8M.
The Mission
The mission of the Dallas Morning News’ engagement was twofold: 1) to modernize and transform an organization with Pushly’s digital tools and 2) to increase profitability via subscriptions and ad revenue, utilizing Pushly as a new marketing channel.
Implementation
Once Pushly was integrated with the digital publication, it gave Dallas Morning News’ readers a choice to opt-in to receive web push notifications on topics of interest to them. Pushly’s notifications were displayed in users’ web browsers, enabling them to click on those notifications and arrive directly on the publisher’s site.
As Pushly collected reader behavior data, it further segmented them, fine-tuned notifications, and brought the readers back to the site with new content. Further, Pushly’s AI technology was able to choose topics to show to the users that are similar to the ones that brought them to the website, showcasing more of the publisher’s content and keeping the readers on the website longer.
Results
- Increased Quality of Traffic
- First-Party Connection with the Site
- Increased Engagement
- Increased Loyalty
The Bottom Line
With the implementation of Pushly, The Dallas Morning News was able to deliver the right content to the right audience at the right time and in the right way.
Dallas Morning News has been able to increase the quality of its readership, fostering deeper connections and a loyal audience, which means higher subscription revenue. Having a loyal audience allows publishers to generate reliable ad revenue.