Locking it Down: Ending the Era of One-Night Stands and Establishing Real Reader Relationships with a Trip through the Funnel of Love

Diana Fox runs US Publishers for Opinary; prior to that she spearheaded Business Development at Outbrain.

If publishers expect their audience to be in a relationship with them for a decade or more, they need to stop treating them like Tinder hook-ups and start having adult conversations. Publishers want long-term commitments like subscriptions and sign-ups, but they aren’t going to get them if they don’t engage their audience and listen to them. It turns out that lessons from the dating world are highly relevant for publishers. We’ll explain the Funnel of Love, which combines insights from journalism, cognitive science and yes, dating, and has helped publishers of all sizes establish long-term relationships with their audiences, make more money and enhance their journalism.