Caroline Scott of Journalism.co.uk writes about why business news site Quartz focuses on the user experience as its key strategy.
Scott writes, “‘Focusing on those audiences and serving them beyond just the technological innovation can lead to success – that’s with the golden rule, treating the audiences the way we would like to be treated ourselves.’
“Audiences on mobile, Lauf explained, have a much more intimate experience with the content they are viewing than those multitasking on desktops who are more likely to get distracted.
“‘There is an opportunity for us, and for advertisers, to engage this audience more deeply than ever,’ he said.
“‘But conversely, because of the intensity and the personal nature of these devices, there is a more dangerous opportunity to repel, annoy and push them away – and I think that’s often what’s happening in this ecosystem.’
“Lauf doesn’t believe bad advertising is the issue, but rather the way in which these bad advertising experiences are presented to readers, ‘putting up a wall in front of the content they came for.’
“The publisher has seen its mobile audience grow from 40 per cent of the total at the time of its launch in September 2012 to 70 per cent at present, said Lauf, adding that Quartz has also doubled its revenue every year.”
Read more here.
