Situation

Jutarnji List is one of the most prominent news organisations in Croatia and one of the top three websites in the country with approximately 2 million visitors per month. In 2022, their share of women readers fell by 5 percent. Even when women made up the majority of the audience, data showed that they did less on the website than men and engaged for a shorter time, revealing less propensity to subscribe. As a female-owned organisation with a solid mission to make meaningful changes toward gender equality, Jutarnji List wished to focus on attracting more women readers and subscribers.


Results

FT Strategies and the Google News Initiative, helped Jutarnji List create a gender dashboard to show how women engage with content on the website. The team also conducted A/B tests with headlines and images to understand what elements would better appeal to women. Customer surveys also highlighted how Jutarnji could improve brand perception amongst women.

The new dashboard data is used daily in the newsroom and at the beginning of editorial meetings, providing journalists useful insight into what is being read and what topics have resonated with audiences. Inspirational, thoughtful and educational stories proved successful with women which has influenced the organisation’s content strategy. Creating a registry of female sources by sector has also enabled journalists to tap into a more balanced range of expert opinion and increase women's representation on the site. In just two months, Jutarnji List was able to increase their women readers by 11% to 54%.