Salem Media, a U.S. broadcaster and publisher recognized for its faith-based and conservative news content, aims to deepen direct connections with its audience as third-party cookies phase out. The company reports having a sizable, loyal digital user base but seeks a better understanding of these users to provide more targeted content.
Audience, a first-party data platform, reports that it assisted Salem in consolidating data from various digital properties to develop a cohesive view of user behavior. Leveraging these insights, Salem pinpointed specific audience segments such as faith-oriented readers and political news followers and introduced targeted newsletters tailored to these interests.
According to Audience, each newsletter incorporated personalized content recommendations to boost open rates, click-throughs and time spent on the site. Salem mentions that subscriber engagement grew, leading to increased traffic and the development of more display ad inventory.
The company states that advertisers engaged with the new products by using newsletters for targeted sponsorships tailored to specific audience segments. Salem further explains that this provided its sales teams with new inventory and offerings created entirely from its own first-party data.
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