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Product Ideas Pitch Portal
Status Needs review
Created by Todd Witter
Created on Dec 23, 2024

Create and curate specific page for daily web stories for Radio promotion

No description provided
Product value score
3
Business Priority (Optional) Engagement
Values Curiosity, Public Service
State your hypothesis, tying your project back to the impact it might have.

We don't currently have a direct way to track the effectiveness of current on-air (radio) promotion of web stories. Having a radio promotion-specific link (such as opb.org/today or similar easy-to-say and easy-to-remember link) and then tracking people who use that specific link will help inform us about the effectiveness of the on-air promos to web.
Also, sometimes (maybe more than sometimes), a story promoted by the radio host is difficult to actually find at opb.org - we are a robust and fast-moving news organization and things can shift around on the site fairly quickly at times - but that can also lead to frustration for the listener who does, in fact, go to opb.org because it was recommended by the radio host but yet the story isn't in an obvious or easy-to-find place. This specific page would be curated (perhaps with 3-5 of the main stories digital wants promoted and the radio host will only promote) so that the stories offered are obvious and easy to see once the listener goes to that link. It makes sure, also, that we're being intentional and targeted on-air about the stories we promote on opb.org.

Which metrics would you use to track the success of this project? We will use this as the foundation of our experiment design. (Optional)

Tracking the number of listeners who use that radio-specific link - not just how many but when they actually use it (we would be prescriptive about when we do the promotions on-air so we can better clearly track the promo-to-click turnaround, etc.

What problem are we trying to solve for our communities with this experiment? How might it help us better serve them?

Solving 2 things: 1. Using a radio-only promoted link (such as opb.org/today), we can (for a period of time) track how effective such radio promotion is currently (are people going to the web when announcers and hosts mention stories on opb.org?). 2. Makes sure that the stories that are promoted on radio are in the very place the listener goes to find that story.

Lay out the potential project steps to the best of your ability, including key teams that would need to be consulted. This is your best knowledge of the systems, tools and lift that would be required.

There would certainly need to be coordination across many on the P&AE team - digital content, dev, radio, etc).

Effort (scale of 1-lowest to 4-highest) 2
Urgency (scale of 1-lowest to 4-highest) 1
Business Impact (scale of 1-lowest to 4-highest) 3
Cost (scale of 1-lowest to 4-highest) 1
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