The Daily's Audience Isn't 24-Year-Old Hipsters Living In Williamsburg, Brooklyn, It's Their Parents
That’s what The Daily Publisher Greg Clayman said he was most surprised to learn a year after launching the News Corp. tablet native publication.
He says he was surprised to learn the audience wasn’t “24-year-old” “hipsters” “living in Brooklyn.”
“More than likely, it’s their parents,” he said.
Which may be a good thing for The Daily’s advertisers, he implied, because they tend to be more affluent households than the ones 24-year-olds live in. Unless they are 24-year-olds that have launched their own social network.
Clayman said he's also learned a lot about working with advertisers and agencies, and said his biggest insights is that, "transparency is key."
"There are a lot of publishers who have a lot of different digital products, and work with advertisers and agencies, and don't necessarily break out a print reader from the digital readers," Clayman said, adding, "We're only one thing, the iPad app."