Wencke Tzanakakis: Wie hält die ZEIT Abonnenten bei der S...

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Wencke Tsanakakis hat das Mitglieder-Treue Programm der ZEIT (“Freunde der ZEIT”) aufgebaut und verantwortet es zusammen mit sechs KollegInnen. Sinn dieses Teams ist, in einer Brückenposition zwischen Redaktion und Verlag dafür zu sorgen, dass bestehende Abonnenten nicht abspringen, sondern treue, lebenslange und zahlende "Freunde der ZEIT” werden und bleiben. Stichwort #Retention #Churn-Prävention. In den letzten Jahren haben sich viele Verlage Gedanken dazu gemacht, wie sie mit Paywalls und Abos einen Umsatzkanal mit ihren Lesern aufbauen. Wie man nach Konvertierung diese zahlenden Community aber bei der Stange hält, das steht auf einem anderen Blatt und wurde in vielen Häusern erstmal etwas unterbeleuchtet. Wencke und ihr Team haben sich auf die Schnittstelle zwischen Redaktion und Verlag gesetzt und verfolgen mit Hilfe von Veranstaltungen, Newsletter, Podcast, Online Lesungen etc. extrem erfolgreich die Treue-Ziele der ZEIT. Wie sie das machen, darüber redet sie hier im Interview. Website: https://verlag.zeit.de/freunde/ Freunde der ZEIT auf Instagram: https://www.instagram.com/freundederzeit/ Freunde der ZEIT Newsletter: https://verlag.zeit.de/freunde/newsletter/ Freunde der ZEIT Podcast: https://verlag.zeit.de/freunde/hinterdergeschichte/ Wencke auf Instagram: https://www.instagram.com/wencketzanakakis/ Kontakt: [email protected]

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This episode is 49 minutes long.

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This episode was published on June 4, 2020.

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Wencke Tsanakakis hat das Mitglieder-Treue Programm der ZEIT (“Freunde der ZEIT”) aufgebaut und verantwortet es zusammen mit sechs KollegInnen. Sinn dieses Teams ist, in einer Brückenposition zwischen Redaktion und Verlag dafür zu sorgen, dass...

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