Audience Acquisition with iPad Product “The Peel” Is it working?
Back in May 2011 we launched our tablet publishing effort (The Peel) seeking to attract a younger demographic utilizing Apple’s iPad. It has been an exciting, yet daunting task. Today, I am happy to say we are making great progress. When we set out on this journey, we laid out milestones that we wanted to reach within a year. The key milestones were 20,000 loyal users and a primary audience in the 35-45 year old demographic, 50,000 downloads, deep user engagement of at least 8 minutes per session and advertiser acceptance. I have been receiving calls from industry friends fairly regularly since the launch of The Peel asking how we are doing. Many of those calls from traditional media businesses still trying to figure out if they should pursue an audience acquisition strategy similar to what we have done. We believe we are heading in the right direction with this product. As The Peel continues to show good results, we will be adding another tablet product focused on a traditional newspaper audience in the 50+ age demographic. I thought everyone might like to see how we have done after 8 months of publishing The Peel, so I included an infographic on the topic. Our strategy is paying off.