The Tow Center for Digital Journalism and Guardian US Mobile Innovation Lab are excited to present the launch of Push It: Opportunities, Challenges and Best Practices in Mobile Push Alerts, a major research project led by Pete Brown, PhD (Senior Research Fellow, Tow Center).
Mobile push alerts provide news outlets with one of the most direct, intimate relationships with their audiences. As such, they play a vital role in encouraging audiences to develop and maintain a brand-specific news habit. However, while push alerts offer a wealth of exciting opportunities, they also present a range of new challenges.
Combining an analysis of over 2,500 alerts with 23 interviews with product managers, mobile editors and audience managers, this research explores some of the key questions around mobile push alerts. How many alerts are different outlets posting? What proportion are about breaking news? How do different newsrooms decide what to alert? How are they handling rich notifications? What are their objectives for push alerts and what do they consider a success? What are the major challenges faced by people operating in this field?
Join Pete Brown (Senior Research Fellow, Tow Center), Sasha Koren (Editor, Guardian US Mobile Innovation Lab) and a panel of leading practitioners to explore these issues and many more.
