Here's How News Sites and Advocacy Groups Measure Loyalty

Measuring membership is a headache.

I learned this while at the Shorenstein Center, where I studied how single-topic newsrooms like The Trace and The Hechinger Report can engage and grow their audiences.  About a year into the project, I remember a phone call with Hannah Young, director of audience at Reveal. She essentially said: “The traditional marketing funnel just doesn’t work for us — we have 10 funnels!”

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