Nieman Foundation at Harvard
The Kansas City Defender is a nonprofit news site for young Black audiences across the Midwest
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Articles by Anne Powell, John Wiley, and Peter Gray

Anne Powell is associate director of engagement, John Wiley is associate director of data science and analytics, and Peter Gray is vice president of product optimization at The Wall Street Journal.
The Journal went on a quest to identify the user actions — an app download, an article share, repeat reading of a particular reporter’s stories — that can turn a new subscriber into a loyal one. Then it turned that knowledge into churn-reducing action.