The situation
Tuoi Tre Newspaper participated in the Google News Initiative’s (GNI) Advertising Lab 2023. The program was designed to support the digital transformation of news organizations in Vietnam, emphasizing audience development, data solutions, and advertising revenue.
The organization was established in 1975 with the purpose of creating a newspaper with unique content, which caters to a range of diverse audiences. In recent years, Tuoi Tre has focused on transforming from a traditional newspaper to a digital publication.
Focusing on audience development goals, the newspaper aspired to establish a stable base of loyal readers, and enhance reader engagement. However, as a long-established print publisher, the team was hampered by their lack of technical knowledge in building an interactive website. Tuoi Tre also faced difficulties in understanding reader needs, attracting new readers, and retaining their existing readers.