United Robots will be hosting a workshop during INMA's upcoming Media Subscriptions Summit (February 28–March 1) in New York City, headlining our U.S. publisher partner, Advance Local. United Robots has worked with the group since mid-2022, and from the start it was apparent that the publisher has a very robust methodology for testing and rolling out new features and content across the group. VP Content Strategy Lamar Graham and Matt Dowling, director of breaking and local news, NJ Advance Media, will take to the stage in NYC to share insights on how the publisher has experimented with and is rolling out automated real estate and weather warnings content across its local titles.
If you're heading to New York City for the Media Subscriptions Summit, do join us for our March 1 workshop: "The art and science of experimentation — Insights from deploying and scaling automated content at Advance Local." Find the conference agenda and registration info here.
So what's the story behind this workshop? A couple of years ago, Lamar Graham and his team at Advance Local had a new idea for attracting readers to the top of their reader revenue funnel. Would it be possible to use automated hyperlocal real estate stories to drive incremental pageviews — and reader engagement — across group sites? The company set up a test ground at its MassLive.com site and began methodically testing and iterating. Fast forward two years, and nine of Advance Local’s markets have rolled out automated content.
The learnings have been many. Join this workshop to get a blueprint for a methodical approach to ideating, testing, measuring and rolling out new features. Lamar Graham and Matt Dowling will share how they set the project up, decided on KPIs, how they get newsrooms on board and how they optimize and product develop around the new content. During the workshop, there will be ample opportunity to discuss and test ideas of your own with peers in the room.
Find more information about United Robots here.
Cecilia Campbell is senior strategy advisor with United Robots.
