The International News Media Association (INMA) has honoured the DRIVE project as the best innovation project in the world. DRIVE beat 650 entries and also won the category “Best Use of Data To Drive Subscriptions, Content, or Product Design”.
The globally unique project by Schickler, dpa and nine newspaper publishers sets new standards. All user data and content from over 20 news sites are collected and analysed in a joint technological platform. With almost one billion data records per month, a treasure trove of data is being built up that will enable, among other things, detailed analyses of success factors in digital publishing and the development of algorithms for the personalisation of news offerings.
Publishers engage in overarching market tests and share the results with each other. In this way, the participants gain speed and save resources. “Against the background of our strategic objective to quickly and sustainably increase revenues in the digital reader market, the DRIVE initiative is something like winning the lottery,” says Manfred Sauerer, editor-in-chief and managing director of Mittelbayerische Zeitung, which was one of the pilot members of DRIVE.
The DRIVE initiative does not want to rest on its laurels, but has a lot planned for the coming months. The powerful organisation allows for about 10 to 20 market experiments at the same time. After the personalisation of content, for example, the customer-specific control of payment barriers (“intelligent paywalls”) and the development of automated exchange platforms are on the agenda.
Click here for the press release of our partner dpa (in German).