for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Video: Washington Post CMO Miki King on how to organize marketing teams
Many publishers have marketing resources scattered across different parts of their organization. In the case of the Washington Post, a pivot to subscriptions meant a shake up for the company’s marketing resources. In this presentation from Digiday’s Hot Topic: Subscriptions and Commerce, which took place in New York City this past February, hear from Miki King, chief marketing officer at the Washington Post, on how she reorganized her teams to get everyone rowing in the same direction. The key hits:
- How the Washington Post centralized marketing efforts in one group to unify its approach
- Transitioning your team members from print to digital can be difficult, and requires a culture shift. But when you look at the skill sets that they share, you can find through lines that allow you to make that transition easier.
- As business continues to shift towards subscriptions for the Washington Post, so does its messaging. King says the publisher is no longer looking at top-of-the-funnel content, but rather digital content that will drive readers to subscribe, or to content that leads to a paywall.
More in Media
Digiday+ Research: Publishers favor generative AI over predictive AI
Publishers have worked to find the right fit for AI tools, and found that generative AI lends itself better to journalism than predictive AI.
MrBeast is so big, Beast Industries turns down eight-figure brand deals if they aren’t the right fit
Beast Industries CEO Jeff Housenbold tells Digiday how the company is expanding and growing the monolith that is MrBeast.
‘I’m playing the long game’: Journalists are striking out alone and discovering the business is toughest beat of all
News creators have become preferred sources for younger viewers, but how do they grow and sustain their independent endeavors?