How TorStar redefines personalization
News companies often prioritize growth over personalization, to make sure they reach their conversion goals.
Mohan has been an exception to the rule. Instead of creating the same content for all TorStar audiences, he is involved in the personalized content for Gen Z. Communicating the purpose and the value of personalization internally is a big but very necessary step.
The approach has worked. Now TorStar reaches readers under 30 and is able to personalize the whole homepage for their individual users. Prioritizing your audience and giving them a personalized experience can be a driver of business success.
A very good example they put into the table is how the entertainment industry,
especially TikTok, is using personalization to approach the younger generations.
“Go where your readers are. Do a social media approach, making TikToks regularly, consistently and fun. This will create brand awareness.” - said Mohan.
Mohan Gulati is the Sr. Director, Product Management and Delivery at TorStar. He builds diverse teams to create high-value digital products that delight customers. His international career path has allowed him to develop expertise in technology, product management, user experience, design, and agile software development. As a senior leader, he has built strategies for product creation on every major digital platform: Web, native apps, mobile web, and wearables.
Torstar Corporation is a broadly based, progressive media company with a long history in daily and community newspapers, book publishing and digital businesses.
Built on the foundation of the Toronto Star, one of North America’s great metropolitan daily newspapers, Torstar has grown into a diversified media company with a growing portfolio of businesses and investments that reach consumers in Canada, the United States and around the world.
The company also publishes more than 70 newspapers and operates dozens of digital businesses in Canada through its main operating segments, Daily News Brands, Community Brands and Digital Ventures.
Daily News Brands, led by its flagship newspaper, the Toronto Star, also includes thestar.com, one of the most-visited newspaper websites in Canada, as well as The Hamilton Spectator, Waterloo Region Record, Niagara Falls Review and more.
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