Emmanuel Naert, brand manager at Belgium’s De Standaard, says that after converting readers into paying digital subscribers, our job is to find ways to continue to activate those readers. For a three-month series De Standaard did, that meant rebundling the content into an e-book format and promoting it through another channel. Naert says: “Don’t use the same type of content to promote or activate your brand. Try to vary and appeal to different groups of people.”
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