How an “insights engine” helped POLITICO respond to Trump-driven traffic

Stephen Whiteside and Mary Connors

This event report outlines how POLITICO, the political news provider, is tapping consumer insights to more fully understand its audience at a time of profound change.

Donald Trump’s tenure in The White House has brought terms like “fake news” and “alternative facts” into the mainstream – and, simultaneously, prompted many US citizens to explore breaking stories with a more cautious eye.

“Particularly coming out of 2016, our audience has grown and evolved in enormous ways,” Rebecca Haller, Director/Audience Insights at POLITICO, a digital (and, secondarily print) brand focused on policy and current affairs, told delegates at TMRE in Focus 2017, an event held by KNect365 in Chicago.

“Of course, growth in audience is excellent news all around. But it’s now more important than ever that we...

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