In theory, retention is the art and science that measures both short- and long-term effectiveness in continuously retaining new and recurring customers. The difficulty, however, is that in the application, retention tactics usually involve a high degree of finesse, pricing strategy, data assessments, marketing communication and logistical acumen. Here are six things that are essential to the immediate and future sustainability of your advertiser or subscriber base retention.
In 1913, Victoriano Manteiga came to the United States from Cuba and went to work as a “lector,” reading the news of the day to the immigrant workers of the Morgan Cigar Factory in Ybor City, a National Historic Landmark District in Tampa. In 1922 he founded a newspaper for those workers that is now celebrating 100-years of service. Today Victoriano’s grandson Patrick Manteiga is “at the helm" of La Gaceta, the nation’s only trilingual newspaper still informing, influencing, and thriving as it publishes weekly in English, Spanish and Italian.
In newsrooms across the country, editors bear heavy responsibilities — leading the newsroom, determining what stories should be told and who is best positioned to tell them, challenging assertions, developing talent, elevating journalism — all while maintaining an unwavering commitment to the public’s interest. Their names may not always be as familiar as bylined reporters or celebrated columnists, but their insight, experience and leadership are indispensable. We hope you enjoy meeting this exemplary group of E&P’s 2022 Editors Extraordinaire.
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