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An interview with Aimie Rigas, Director of Audience Growth, Publishing at Nine.

Published B&T

Aimie Rigas is a new breed of newsperson. She and her colleagues in the news publishing industry are using data science to shake up how news is developed and presented. Their aim – to drive greater engagement with written news content and the ads contained within.

Vanessa Lyons, CEO of ThinkNewsBrands caught up with Rigas, director of audience growth, publishing at Nine to better understand how to use data to drive news engagement.

Vanessa: Hey Aimie. So, data can be a bit daunting for some people. Can you sum up what it is that you do?

Aimie: Sure thing. For years, publishers were reliant on the gut feel of journalists and editors to make their stories and content as engaging and interesting as possible. Honed by hours and hours of writing and consuming news that gut feel is still very important.


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Roy Morgan: Written News reaches 97% of Aussies.
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Written news maintains staggering 97 per cent reach and delivers deep, frequent audience engagement.

Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

Written news maintains staggering 97 per cent reach and delivers deep, frequent audience engagement.

Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

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