Since we were new to Medium, and publishing there in order to find people who were new to us, we decided not to promote our publication on other social platforms. After connecting our Twitter account to our Medium user account — to capture our Twitter followers who also use Medium as followers on Medium — we didn’t drive any traffic to it from Twitter. Or even Facebook. We wanted to see the publication grow organically within Medium.
The crucial number is how many new people saw our content. We totalled up the page views for Democracy in America on our website and on Medium. Those on Medium represented around 5% of the total. We’re happy with this. Think about all the infrastructure in economist.com, such as all the other content we publish there beyond that single blog, and the fact that we drive so much social traffic to it all day every day. Economist.com is very busy and heavily used. Our Medium publication was publishing one post per day at most and received no promotion. So we think that 5% number looks pretty good: within that 5% are thousands of people who would not have consumed Economist content if they weren’t on Medium.
These seem reasonable numbers and it’s inspired me to start republishing some of OpenLearn’s longer-form articles to Medium.
(Also, of course his name is Adam Smith.)