Less Bounce, More Pageviews–Taboola Attracts Readers to The Jakarta Post

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As Indonesia’s leading English-language daily newspaper, The Jakarta Post aspires to be a leading media company in the Southeast Asia region. Its mission is to be an accurate information engine that brings Indonesia toward a more pluralistic and democratic civil society.

The company originally built its reader community through social media and email marketing, later expanding into other paid marketing platforms to expand readership.

“We wanted to grow our number of readers outside of the social community,” says Nezar Patria, editor in chief of The Jakarta Post.

“With Taboola, we see both higher amounts of traffic and improved engagement.”

They were eager to use the Taboola discovery platform to promote organic content and find new audiences—and the move paid off. The Jakarta Post readership now grows by 6% each month.

Taboola is effective and efficient for the Jakarta Post.

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With other marketing channels, the team had to create individual ads, target manually and develop new creatives for each campaign.

Taboola’s automated processes not only saved time on ad creation, they also delivered higher performance for the Post than any other channel—social or paid.

“It’s easy to manage because everything is in one place,” says social media and community manager Annisa Steviani. “It saves us a lot of time.”

Number of readers now grows 6% each month.

Taboola generates twice the pages per session and three times the average session duration than any other channel in the Post’s media mix.

What’s more, Taboola traffic now contributes more than 7% of total traffic per month for the Post, with 6% monthly growth in readership.

In addition, traffic from Taboola has around 20% lower bounce rate, better than other platforms like Facebook or Twitter.

The Jakarta Post is very happy with Taboola account management, which they described as helpful from the start in terms of increasing all metrics, including click-through-rate (CTR).