The duty is a finalist in the “best initiative to increase the number of subscriptions” category of the Global Media Awards, presented by the International News Media Association (INMA).
The Montreal daily is in the running for an advertising campaign launched last June on several platforms. This was intended to be a “response” to the blocking of news by the company Meta, explains Marianne Gélinas, analyst, digital marketing and engagement at Duty. “We first wanted to educate everyone who consults the news about what it means for this company to stop broadcasting Canadian media content. Then, after that, we tried to get people to subscribe to us. »
To do this, the daily also set up two promotions, including one which allowed you to pay $1 per week for six months of digital subscription. The second instead offered a 50% discount on the annual digital subscription.
The campaign bore fruit, allowing the Montreal daily to have more than 32,000 digital subscribers as of December 2023, an increase of 13% in six months.
Tuesday, the director of Duty, Brian Myles said he was honored to be part of the Global Media Awards shortlist. “We owe it to our readers who allowed us to counter the blocking of news by Meta by subscribing to our digital edition and resuming the habit of using our platforms directly. »
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