Case Study: POST - Optimising the distribution of content.

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Germany’s Edenspiekermann wanted to help publishers to identify opportunities to optimise the distribution of content.

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POST by edenspiekermann
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The DNI

When you’re reporting the news, your day is dictated by events happening in the world around you. Editorial teams are always chasing new leads, which often means that recently published articles get forgotten in the pursuit of the next big story. So, a team at Edenspiekermann is helping journalists make the most of their archive content.

The POST team identified this problem at one of their monthly Hackathons, and set about solving it. POST is a post–publishing tool for journalists, which tracks stories once they’re published. POST keeps tabs on traffic, helping to identify opportunities and build strategies to optimise the distribution of content.

The POST team, based in Germany, has created a working prototype with Slack integration. A bot watches the article through Google Analytics. If the bot tracks something unusual, such as a spike in views, it will notify the journalist via Slack with hints and tips for how best to react to this. POST hopes to empower editors to reach out to their audience, changing the mindset of newsroom teams to think more strategically.

Working with the DNI fostered innovation and boosted their visibility and reputation in the press, explains the POST team. So far, the project has received backing from nine news organisations wanting to work on developing a real product. POST — Unleash the Power of Post-publishing has also been accepted for follow-up funding in the third round of the DNI Innovation Fund in July 2017.



Download the full DNI Innovation Fund report 2016-2017 here to read more about our funded projects and key insights from the report.

Christian Hanke
Partner and Creative Director (Digital Editorial and Brands) at Edenspiekermann

POST hopes to empower editors to reach out to their audience, changing the mindset of newsroom teams to think more strategically.