In September 2014, Alex MacCallum formed an Audience Development team at The Times to ensure their journalism was reaching readers and bringing readers back repeatedly. In October 2014, the Brown sisters joined the effort. Their strategy focused on commanding attention on social media, connecting with readers, and using compelling examples to show and tell readers about new articles through repetition, while also learning from successes and failures. When implemented altogether, this approach helped make The Times' pages the most visited in 2014 and number one for social referrals.

1. Sept. 2014: Alex MacCallum forms
Audience Development team
We want to ensure our world-class journalism is
reaching readers. And we want to bring those readers
back to The Times again and again.

2. Oct. 2014: Here come the Brown sisters

3. #1 most visited page in 2014
#1 in social referrals

4. 1.Command attention

5. 2. Connect

6. 3. Show and tell

7. Show and tell

8. Show and tell

9. Show and tell

10. Show and tell

11. Show and tell

12. Show and tell

13. Show and tell

14. Show and tell

15. 4. Learn from your wins and losses

16. When you add it all up

17. When you add it all up

18. Thank You