Quantcast
return Home

Quartz's Jay Lauf: Focus on human beings, not just technology

Quartz has been one of the big success stories of online media of the last few years. Since its launch in 2012 the website ‘which bills itself as serving global business professionals with news information and analysis,’ has has grown to a readership of 20 million monthly unique visitors around the world.

One of the figures responsible the for growth of the the company is Jay Lauf, publisher of Quartz and SVP of Atlantic Media. In his role, he oversees Quartz's business operations and acts as a senior advisor to Atlantic Media on corporate initiatives.

Jay Lauf DIS 2017 ()

At DIS he began his talk by outlining why the focus for publishers shouldn’t be about technology, but actually the human element of the business.

A changing business

Jay then ran through some of the changes of the last 15 years. In particular citing how more and more time is now spent on mobile devices than on desktop. He said that 70 per cent of Quartz’s audience is on mobile devices and this presents both a “huge opportunity and a set of hazards.”

“Mobile is much more intimate,” explained Jay, “people aren’t multi-tasking, they are focusing on the content and that means it is easier for publishers to repel them.”

Related: How The New York Times brings the audience inside

And one way readers respond is via ad blockers. Jay pointed out that as many as 29% of mobile owners in the US and Germany are using ad blockers.

He countered this by saying though that “consumers don't necessarily hate ads, they hate bad advertising experiences. We spend so much time to draw people into the site and then put up a wall to prevent them from getting the content,” explains Jay. “Ultimately it is about treating others in the way that we like to be treated.”

Doubling revenue

Jay then went on to outline how Quartz is handling the problem. He said that year on year they have doubled revenue and this was for a number of reasons. 

He stressed the importance of highly visual content - charts, he explains they are “cat videos for professionals.”

Jay then spoke about the centrality of trust saying that there are two ways of building it. Firstly by providing high quality content and secondly by relentlessly focusing on the user experience. “Stay out of the user's way - ensure that everything renders well on mobile first,” exhorted Jay.

Ultimately Jay said that company made “big decisions with our gut and little decisions with data.”

Jay listed a series of things that you won't find on Quartz products from video pre-rolls to Outbrain content ads. He also said that industry had to look again at banner ads - saying that you are more likely to be struck by lightning than intentionally click on a banner ad.

As Jay explained Quartz takes a different approach. “We had a blank canvas from day one, and tried to create own ad scarcity and therefore deliver better, more relevant advertising that adds to the experience.”

Get stories like these every week directly into your inbox. Subscribe to our (free) FIPP World newsletter. 

Jay also referenced the Quartz app - which he described as being like “a smart friend texting you back the news.” He describes it as being highly addictive yet delivering advertising only in an unobtrusive way.

Another significant product for Quartz is its Daily Briefing email newsletter. “We asked what do we want from an email newsletter? said Jay. “We didn't want to produce a marketing vehicle that drives you back to the site, we wanted the email to be a product of its own - a standalone tells you what happened while you were sleeping. The newsletter has 350,000 subscribers and 40 per cent open rate.”

Finally Jay asked “is this working as business proposition? Four and a half years in and we charge significantly higher CPMs than the industry average. Click through rates are 4x that of industry average. More than 200 advertisers have tried Quartz and 95 per cent do repeat business.

“Experience is everything,” concluded Jay.

More like this

John Wilpers showcases top trends included in new FIPP Innovation World Report

We are at Digital Innovators’ Summit 2017! Here’s how you can follow it

How The New York Times brings the audience inside

Voice is the next major disruption in computing - Amazon exec

Media and marketing in a connected world

How news media brands are innovating in content creation and delivery

Audience engagement: why a platform-appropriate content strategy is crucial

Millennials and mobile prodigies: lessons on ad engagement, with Verve’s Ian James

  • John Wilpers showcases top trends included in new FIPP Innovation World Report Messaging apps and chatbots are two of the main developments media should be paying a lot more attention to than is already the case, John Wilpers, Innovation Media Consulting senior US director and author of FIPP’s annual Innovation World Report, said at Digital Innovators’ Summit in Berlin today as he shared top media innovations from around the world. 20th Mar 2017 MagWorld
  • How to develop your chatbot strategy

    If you have Alexa, Amazon’s intelligent personal assistant, then you probably start your morning with a conversation with a chatbot. Because let’s admit it: chatbots are already everywhere. On the one hand, we love to hate them because they are, well, not human. On the other, we love to love them because they create an interactive and personalised experience. Brands have been quick to adopt this technology. Too many media companies lag behind experimenting in this field.

    16th Mar 2017 Insight News
  • Video strategies for a visual world - with AJ+ and AwesomenessTV Unsurprisingly, a hot topic for many of the speakers at this year’s Digital Innovators’ Summit is audience engagement via video. On day one of the conference, Alan Saura, audience development strategist at AJ+, focused his talk on how to maximise audience engagement using video and social media. Meanwhile, chief digital officer at AwesomenessTV, Kelly Day, explained how the company harnesses the unique attributes of Generation-Z (those aged between two and 21 at present) to create content that really speaks to this young but powerful audience. 20th Mar 2017 MagWorld
  • Monetising content - from distribution to subscription Diversifying revenue streams is naturally on top of the to do list of the execs of most publishers. It is a topic that was widely covered at DIS 2017 with a number of speakers addressing the issue of monetisation from a number of differing perspectives on Day 1 and Day 2. 21st Mar 2017 MagWorld
  • Platforms as mass media, magazine media as niche and ‘why you should not outsource your future’ Published content drives daily news consumption and engagement on platforms all over the world. They (platforms) have become the new mass media. Magazine media are now in the niche media business, according to Grzegorz (Greg) Piechota, research associate at Harvard Business School and 2016 Nieman Fellow, presenting at Digital Innovators’ Summit yesterday in Berlin. 21st Mar 2017 MagWorld

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE

Upcoming @ FIPP

What’s happening now, what’s coming next

Go to Full Site