Transforming a radio network into a digital publishing business
Despite being Australia’s largest collection of commercial radio stations, ARN’s digital platform was lagging behind the well commercialised content publishing platforms of rivals such as SCA and Nova Entertainment. The publishing mechanism was tedious, content syndication was non-existent and the platform was under-commercialised. As such, ARN sought to reshape their online content offering and transform their business into a digitally savvy online publisher. In order to do this, they would not only need to reshape their online content platform, they would also need to look to transform their workforce accordingly. With a relatively short development window of 5 months, we set ourselves a modest goal of implementing a content publishing platform for their 11 stations, and growing the traffic and content engagement rates by 20% YOY.
Content production team now create smart content objects, which are tagged and then syndicated to a selection from ARNs stable of 11 stations. Depending on the level of authorisation of the editor, these object are then automatically published or placed into a workflow queue for appropriate authorisation. This has dramatically reduced inefficient repetition of effort between different stations content teams and ensured the content publishing process is far more nimble and adaptive.
Standardised sharing mechanisms applied to all content objects on the site to improve social sharing.
Tagging of content objects facilitates related content lists, and drives site stickiness, ensuring interact with more content and stay on the site for longer.
Part of the transformation of the business to digital content publishers has been an increased focus on commercialisation of the site. This extends to the periodic insertion of ads into continuously lazy loading of content pages, as well as easily facilitating full section take overs with sponsors content. All of which can be trafficked and served by their chosen media partners.