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Turning Media Into A Conversion Business

NetNewsCheck | by TVNewsCheck

Unless a media company wants to wade into the pageview arms race, then it needs to think of itself as a conversion business, argues Lisa Williams, director of revenue at the Investigative News Network. To be successful on that front, news organizations need to examine what they’re asking their visitors to do besides read and challenge them to cross the line from being consumers to becoming more active supporters of the work