..how to really measure and improve?
This is your headline metric. To optimise this get the story, CX and mobile access all spot on.
Quick wins:
Right stories not lists
Move away from PDF
Check mobile access
Whether via email, web or social, this tells you if your intended audience are entering your story.
Use animated GIFs
Visualise cover images
No sign-up at the start
To improve your content you need to be able to analyse performance page by page.
Visual overview
Choice to immerse
Improve in realtime
Reading is a passive activity, use tools that allow your readers to actively participate.
Include video
Insert social polls
Make sharing easy
People are happy to provide contact details in exchange to access to relevant content they trust.
High quality content
Optimise sign-up
Name and email only
Serving personal content to each reader will raise the ceiling on your performance to a new level.
Do the other stuff first
Auto-build profiles using polls
Keep it very simple