Lydia Polgreen, Editor-in-Chief of HuffPost, discusses her strategy to broaden HuffPost's audience beyond its traditional base to include ideologically diverse readers, such as Donald Trump supporters. She also outlines the company's strategic pivot away from heavy reliance on Facebook for traffic, exploring diversified content distribution and engagement tactics. This episode offers valuable lessons in adapting media strategy and audience engagement for a polarized digital landscape.
Key takeaways
To broaden your audience, actively court demographics outside your traditional base with inclusive content strategies, even if politically divergent.
Reduce dependence on single platforms for traffic; diversifying distribution channels (e.g., SEO, direct, email) builds resilience against platform algorithm changes.
Re-evaluate and refresh your brand identity to remain relevant and attract new readership in a competitive and rapidly changing digital environment.
Prioritize direct engagement with your audience to foster community and dialogue, rather than relying solely on third-party platforms for interaction.
Adapt editorial strategies to political polarization by focusing on inclusive reporting that aims to bridge divides rather than reinforce echo chambers.
Lydia Polgreen, the editor in chief of HuffPost — the website formerly known as The Huffington Post — talks with Recode's Kara Swisher and Peter Kafka at the 2018 Code Media conference in Huntington Beach, Calif. Polgreen explains what she has been changing since taking over the top editor role in December 2016, how she's trying to reach a broader audience that includes Donald Trump supporters and why HuffPost is investing less in Facebook than it used to.
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To broaden your audience, actively court demographics outside your traditional base with inclusive content strategies, even if politically divergent.
What does this episode say about dtc strategy?
Reduce dependence on single platforms for traffic; diversifying distribution channels (e.g., SEO, direct, email) builds resilience against platform algorithm changes.
What does this episode say about brand & content?
Re-evaluate and refresh your brand identity to remain relevant and attract new readership in a competitive and rapidly changing digital environment.
What does this episode say about brand & content?
Prioritize direct engagement with your audience to foster community and dialogue, rather than relying solely on third-party platforms for interaction.
What does this episode say about brand & content?
Adapt editorial strategies to political polarization by focusing on inclusive reporting that aims to bridge divides rather than reinforce echo chambers.
