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How the LA Times Used 'Dirty John' to Drive Newsletter Sign-ups
By: Digiday
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It turns out hit podcasts can help drive newsletter sign-ups. The Los Angeles Times used interest in “Dirty John,” a podcast and editorial series that the Tronc-owned title produced in partnership with Wondery, to get an additional 21,000 email subscribers to Essential California, a newsletter that had grown slowly since it launched at the beginning of 2017.

While the podcast hasn’t yet accounted for a noticeable surge in paid subscriptions to the Times, its marketing and audience-acquisition operation used a simple offer — subscribe to the newsletter to find out when new episodes of the show are posted — to grow sign-ups.

“It was kind of marketing 101,” said Mark Campbell, Tronc svp of digital acquisition. “I’ll take opportunities like these all day.”

While many people think of “Dirty John,” a story of a grifter who meets a victim in Southern California, as a podcast principally, it had a written component, too, with a series of pieces that ran in the print and digital editions of the Times.

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This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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