Augsburger Allgemeine Digital Strategy and Web Operations
The transition from traditional print to a dynamic digital presence is a cornerstone of modern journalism. For the Augsburger Allgemeine, this journey began in 1997 with an automated web presence. However, the publication evolved significantly in 2001 by introducing a dedicated editorial team to manage its online content, marking a shift toward a professional, editor-led digital strategy.
Key Facts
- Staffing: Six permanent editors and one search engine optimizer (SEO), supported by interns, freelancers, and trainees.
- Infrastructure: The site has utilized the Escenic Content Management System (CMS) since February 2011.
- Reach: Ranked 19th among Germany's top 25 news websites by AGOF, with 1.55 million unique users in August 2014.
- Monetization: Employs a metered paywall model introduced in December 2013.
- Network: Integration with 16 local newsrooms to ensure comprehensive regional coverage.
Editorial Workflow and Content Creation
The digital editorial staff is responsible for a diverse array of content, ranging from standard news reports and op-eds to multimedia elements such as videos and images. To increase user engagement, the team also develops interactive services, including quizzes, liveblogs, and polls.
A primary focus of the website is local and regional reporting. To achieve this, the web editors maintain a tight collaboration with 16 local newsrooms. These regional hubs provide a steady stream of cross-media content throughout the day. When content is originally produced for the print newspaper, the online staff edits and adapts it specifically for the web to ensure it meets digital consumption standards before publication.
[ไม่มีภาพประกอบ]Cross-Media Training and Support
The professional core of the web team is augmented by a rotating group of trainees. As part of their cross-media training—a program designed to teach journalists how to work across different platforms—trainees spend approximately two months embedded within the web team. This workforce is further supported by freelancers and interns.
Digital Ecosystem and Social Media
Beyond the main website, the Augsburger Allgemeine maintains a broad digital footprint to foster community interaction. This includes an internet forum that, as of November 2014, boasted approximately 30,000 registered users, as well as dedicated blogs for both readers and editors.
The publication's social media strategy is multi-layered. The central editorial staff manages the primary Facebook page (approximately 50,000 likes), a Twitter feed (8,500 followers), a YouTube channel, and a Google+ account. Additionally, each of the 16 local newsrooms operates its own individual Facebook page to maintain a hyper-local connection with their respective audiences.
Technical Infrastructure and Monetization
In February 2011, the website underwent a comprehensive relaunch that updated its graphical interface, functionality, and technical backend. Since this relaunch, the site has been powered by Escenic, a specialized online Content Management System (CMS) used to streamline the publishing process.
To ensure financial sustainability, the Augsburger Allgemeine implemented a metered paywall in December 2013. This model limits the amount of free content available to users based on their registration status:
- Unregistered users: 10 free articles per month.
- Registered users: Up to 20 free articles per month.
- Subscribers: Full access to all content.
Performance and Reach
| Metric | Value/Rank |
|---|---|
| AGOF News Website Ranking (Germany) | 19th |
| Unique Users (August 2014) | 1.55 Million |
| Registered Forum Users | ~30,000 |
| Facebook Page Likes | ~50,000 |
| Twitter Followers | 8,500 |
Frequently Asked Questions
What is a metered paywall?
A metered paywall is a monetization strategy that allows users to access a limited number of articles for free before requiring a paid subscription to view more content.
Which CMS does the Augsburger Allgemeine use?
The website has been using the Escenic online Content Management System since its technical and graphical relaunch in February 2011.
How does the website handle local news?
The web editors work closely with 16 local newsrooms that provide regional news and cross-media content throughout the day, which is then edited for the web.
How many unique users did the site have in August 2014?
According to the AGOF list, the website reached 1.55 million unique users in August 2014.
Who manages the social media presence?
The central online editorial staff manages the main Facebook, Twitter, YouTube, and Google+ accounts, while each of the 16 local newsrooms manages its own Facebook page.