Paid or Organic

Does relying on acquiring audience through organic channels such as search or social deliver publishers with engaged audiences? Or is there a need to spend money to reach new audiences and build your brand? And how important are newsletters and events in the mix?

Charlotte Cijffers of Rolling Stone UK on paid or organic marketing for publishers

Charlotte Cijffers, the Digital Director at Rolling Stone UK and Attitude Magazine, was part of the PPA Decodes Paid or Organic breakfast briefing on February 23rd 2022.

Charlotte is an audience growth and content specialist with over 10 years’ experience in digital publishing. She began her career as a music journalist, working as Digital Editor of DJ Magazine for five years, alongside editing the title’s North American print publication. In March 2019, Charlotte became Head of Digital and Audience at Dazed Media, driving audience growth for titles including Dazed, Dazed Beauty, Another Magazine and Nowness, plus working on creative agency projects as part of Dazed Studio.

In January this year, Charlotte left Dazed to launch Rolling Stone UK — the new British-based outlet for the iconic American music magazine — working with Stream Publishing and PMC on establishing the title in the UK market. She is also responsible for the ongoing digital transformation of Stream Publishing’s LGBTQ title, Attitude Magazine, with the brand set to re-launch digitally in Q2 2022.

Here she tells us what publishers should be considering when deciding whether to focus on paid marketing or organic audience building.

For more from the PPA Decodes Paid or Organic panel click here.