Presented by Jeff Daker

1. AUDIENCE MEASUREMENT, ENGAGEMENT & GROWTH
POLITICO

2. From a qualitative perspective, they are professionals involved in the
government, NGOs, lobbying and, most importantly, elected officials, their
top advisors and staff. DC Elites’ lives revolve around connecting and
networking. Policymaking can be a bit hectic, so they make an effort to be as
diligent and organized as possible.
They tend to be very cultured and worldly, with interests in international
news, events, arts, foreign goods and traveling abroad.
From a quantitative perspective, DC Elites have high HHIs, an advanced
level of education, senior titles and responsibilities, and exceed 25 years of
age.
Who is a DC Elite?
POLITICO Opinion Formers Audience
• 1.1 million monthly uniques
• Includes subscribers from POLITICO’s top
leader-focused newsletters including
Playbook, Huddle, Influence, Morning
Media, policy newsletters, and POLITICO
Pro subscribers
POLITICO Pro (included in Opinion Formers audience)
• Subscribed to by over 4,500 organizations
• Over 30,000 unique subscribers
• 60% of Fortune 500s, and 83% of Fortune 100s subscribe
• Used by 80% of US Senate offices
• Used at 93% of Federal agencies
• 29% of Pro subscribers work in government
• 66% of Pro subscribers are Director level or above
WHO WE ARE
POLITICO IS A GLOBAL MEDIA COMPANY THAT REPORTS ON
THE INTERSECTION OF POLITICS, POLICY, AND POWER FOR
THE MOST INFLUENTIAL PEOPLE AROUND THE WORLD

3. Editorial Approach
POLITICO changed how publishers serve DC policy makers and thought leaders by
disrupting the Washington ecosystem. We changed the conversation by understanding,
speaking to, and connecting the policy influencer community.
The POLITICO audience is comprised of influencers and strategic decision makers who are
leaders in government and business. Our goal is not to attract the largest audience, but to
provide valuable information and utility journalism
• Agriculture
• Cybersecurity
• Defence
• Education
• Employment & Immigration
• Energy & Environment
• Finance & Tax
• Health Care
• Space
• Technology
• Trade
• Transportation

4. The POLITICO influencers are professionals involved in the government,
NGOs, lobbying and, most importantly, elected officials, their top advisors
and staff. Influencer lives revolve around connecting and networking.
Policymaking can be a bit hectic, so they make an effort to be as diligent and
organized as possible. They tend to be cultured and worldly, with interests in
international news, events, arts, foreign goods and traveling abroad.
The POLITICO Audience
Policymakers and Staff
Trade Associations
Lobbyist
Non-Profits
Media Organizations
Enterprise Leaders
Community Organizers
Politically-Engaged Individuals
INFLUENCER AUDIENCE

5. Influencer Measurement
The core of any growth at POLITICO starts with the audience
• Who am I trying to reach?
• What type of content and product aligns with the audience?
• How is the user engaging with the content?
• Audience insights and market research on the audience and their consumption habits?
• What is the business and value revenue proposition for the audience?
POLITICO Development
Original Market Research
Influencer Audience Reach
Editorial Strategy
Product Development
Audience Engagement
Business Development
POLITICO Development
Influencer Audience
Editorial Strategy
Product Development
Business DevelopmentAudience Engagement
Market Research

6. 1 2 3AUDIENCE
INSIGHTS
DATA
COLLECTION
AUDIENCE
ACTIVATION
For POLITICO, the core value proposition the defines success within editorial, product, and business
development is how we engage, understand and activate our audience. However, to create a comprehensive
strategy to meet these qualifications, we had to solve for three connecting components:
Data Challenge & Audience Approach

7. 1 2 3AUDIENCE
INSIGHTS
DATA
COLLECTION
AUDIENCE
ACTIVATION
For POLITICO, the core value proposition the defines success within editorial, product, and business
development is how we engage, understand and activate our audience. However, to create a comprehensive
strategy to meet these qualifications, we had to solve for three connecting components:
Data Challenge & Audience Approach

8. 1 2 3AUDIENCE
INSIGHTS
DATA
COLLECTION
AUDIENCE
ACTIVATION
For POLITICO, the core value proposition the defines success within editorial, product, and business
development is how we engage, understand and activate our audience. However, to create a comprehensive
strategy to meet these qualifications, we had to solve for three connecting components:
Data Challenge & Audience Approach

9. 1 2 3AUDIENCE
INSIGHTS
DATA
COLLECTION
AUDIENCE
ACTIVATION
For POLITICO, the core value proposition the defines success within editorial, product, and business
development is how we engage, understand and activate our audience. However, to create a comprehensive
strategy to meet these qualifications, we had to solve for three connecting components:
Data Challenge & Audience Approach

10. Data Driven Audience and Product Growth

11. Building off the impact of journalism at the national level, POLITICO’s challenge based on market research was to take to DC
influencer approach to editorial content and expand the methodology to state bureaus. POLITICO’s goal was to deliver timely,
incisive political and policy-based coverage to a influential audience in the Garden State. The POLITICO audience in
California is drawn form key pockets of influence operating inside and around the local, state and federal levels of
government.
California Expansion
EDITORIAL STRATEGY
Health Care
Energy / Environment
Transportation
Budget & Tax
Education Policy
Consumer Regulation
INFLUENCER
AUDIENCE
Policymakers and Staff
Trade Associations
Lobbyist
Non-Profits
Media Organizations
Enterprise Leaders
Community Organizers
Politically-Engaged Individuals
PARTNERSHIP
OPPORTUNITIES
CA Playbook
CA Pro
Targeted Digital
Brand Content
Live Events

12. Building off the impact of journalism at the national level, POLITICO’s challenge was to take to DC influencer approach to
editorial content and expand the methodology to state bureaus. POLITICO’s goal was to deliver timely, incisive political and
policy-based coverage to a influential audience in the Garden State. The POLITICO audience in California is drawn form key
pockets of influence operating inside and around the local, state and federal levels of government.
California Expansion
POLITICO CA: By the Numbers
CA Playbook
CA Pro Subscription
4.65 million monthly uniques
10 Reporters
3 editorial bureaus
8+ Live Events in 2019

13. Our global reach
Washington, DC | California | Massachusetts | Illinois | New Jersey | New York |
Florida | Brussels | London | Paris | Berlin | Warsaw | Hong Kong | Ottawa | Toronto
95%
of POLITICO’s US
traffic comes from
outside the DC DMA

14. Thank you.
Jeff Daker
Executive Director, Audience Solutions