Video: Washington Post CMO Miki King on how to organize marketing teams

Arc

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.

 

https://staging.digiday.com/?p=329334

More in Media

YouTube is under fire again, this time over child protection

Adalytics Research asks, ‘Are YouTube advertisers inadvertently harvesting data from millions of children?’

Illustration of a puzzle that spells out the word 'media.'

Media Briefing: Publishers pump up per-subscriber revenue amid ad revenue declines

Publishers’ Q2 earnings reveal digital advertising is still in a tight spot, but digital subscriptions are picking up steam.

Lessons for AI from the ad-tech era: ‘We’re living in a memory-less world’

Experts reflect how the failures of social media and online advertising can help the industry improve the next era of innovation.