Digital transformation is a frequently discussed concept today. However, it’s not the result of a single, clear path, but rather a collection of hundreds of daily decisions made by individual newsroom members. The key to success lies in steering these steps in the right direction – by leveraging relevant data to support decision-making. This approach has proven effective in practice at the Czech News Center media house, specifically with the economic daily E15. Through data analysis, E15 significantly improved its online position and moved closer to achieving “love brand” status.
Context and Challenges: E15’s Digital Shift
E15, a Czech daily with a fifteen-year history focusing on fast and high-quality business news, underwent a fundamental transformation in 2021. The arrival of a new editor-in-chief, Nikita Poljakov, and a clear focus on digital content necessitated an optimization of not just traffic, but primarily the quality of reader engagement. Metrics such as time spent with content and loyalty rates were crucial for verifying the success of this new approach.
Data as the Foundation for Content Strategy
A systematic, data-driven approach was the cornerstone of this optimization. Detailed analyses and their correct interpretation helped identify what truly interests current and potential audiences. The first step was a correspondence analysis, which allowed for the recognition of key reader interests in the Czech market and placed them within the context of the entire media group.
This was followed by a cluster analysis based on consumer behavior, which defined core topics for E15’s online content. These pillars – such as stock exchanges and markets, real estate, cryptocurrencies, finance, technology, and energy – form the content foundation that not only attracts readers but also motivates them to return regularly. Conversely, less relevant topics, particularly magazine-style formats, were gradually eliminated, leading to better focus and editorial efficiency.
The strategy also included the development of SEO-oriented content focused on practical advice, calculations, and interactive tools, which supports long-term organic readership growth.
Results: Increased Traffic and Strengthened Loyalty
The implementation of this data-backed strategy led to a significant increase in key metrics. Year-on-year growth in average traffic reached 19%, while engagement – the measure of reader involvement – improved even more dramatically. The actual readership of articles rose by 25%, and the average time spent per website visit increased by an impressive 82%.
These positive changes also led to an increase in the platform’s commercial value. Third-quarter online advertising revenue grew by 84% year-on-year, with the most significant CTR growth recorded on mobile devices (up by 28%). This shift also positively impacted CPM, which increased by approximately 30%.
Conclusion
The case of E15, a respected Czech daily, clearly demonstrates how crucial it is for media brands to build content strategies based on quality data and its consistent application. It’s not a matter of random steps, but a carefully managed process that leads to increased value for both readers and advertisers. As a result, E15 not only managed to boost its digital traffic but also built a stronger relationship with its audience and solidified its position in the competitive media landscape as a respected and popular source of information.
