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Major Media Companies Implement Janrain Engage to Better Connect with Users Online

By Michael Olson | Posted on June 17, 2010

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In April, we wrote about one of the changing paradigms in the news media industry resulting from the emergence of social media. Since establishing an online footprint, many news media companies have historically experienced two pain points:

  • By allowing anonymous commenting on articles and not encouraging folks to use their real identities online, discussions on media sites can often devolve into vitriolic conversations that devalue the online experience.
  • Because the registration process can be such a hassle for online users, media sites often collect inaccurate data on their members. This “Garbage In, Garbage Out” phenomenon means that many media sites are making business decisions (such as serving personalized content or targeted advertisments, for example) based on unreliable user data. When media sites force users to register the traditional way, they end up with far too many “John Smiths” from the zip code “12345”.

As reported today on VentureBeat, DigiDay and WebProNews, innovative media companies are utilizing Janrain Engage (formerly RPX) to allow users to bypass the traditional registration process and sign-in via an existing account with Facebook, Google, Yahoo!, Twitter or other social platforms. Doing this enables media sites both to encourage users to interact on the site with a real online identity, and collect an accurate profile of their audience when a user chooses to share his or her profile data with the website.

Media companies now using Janrain Engage to enable easy registration, login, and publishing of user comments and other website activities to multiple social networks include:

  • Tribune Interactive – has a dynamic online presence both locally and nationally, operating leading news and information sites in 20 major markets. Janrain Engage has already been rolled out on the online properties of the Los Angeles Times, Baltimore Sun, Sun-Sentinel, Orlando Sentinel and four additional media properties.
  • Meredith – the leading media and marketing company serving American women. Janrain Engage is being rolled out across several sites including Better Homes and Gardens, Parents.com, Recipe.com and Fitness Magazine.
  • E.W. Scripps – a diverse media concern with interests in newspaper publishing, broadcast television stations, and licensing and syndication. Janrain Engage will provide authentication and social publishing across all 21 of their newspaper web properties, including those of the Knoxville News Sentinel, Ventura County Star and Naples Daily News.
  • Dallas Morning News – has deployed Janrain Engage across four of its online properties, including dallasnews.com, the online city guides GuideLive.com and QuickDFW.com, as well as on alDiaTX.com, its Spanish-language news site.
  • bizjournals – the online media division of American City Business Journals, the nation’s largest publisher of metropolitan business newspapers. It operates the web sites for each of the company’s 40 print business journals and operates a web-only site with local business news and information for Los Angeles.
  • National Geographic Society – one of the largest non-profit scientific and educational institutions in the world. The Society publishes National Geographic, a leading magazine with subjects that include geography, archaeology and natural science, the promotion of environmental and historical conservation. Janrain Engage has been deployed previously on the National Geographic Channel website and is now being launched on NationalGeographic.com.

These six media customers join a number of other major media companies already working with Janrain, including Fox News, National Public Radio, Oklahoma Publishing Company, Real Girls Media, Journalism Online, Associated Northcliffe Digital, Avro, and the Bakersfield Californian.

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About the author

Michael Olson

Senior Product Marketing Manager

Michael Olson joined Janrain more than five and a half years ago and has experienced the explosive growth of the digital marketing technology landscape. Previously, he managed demand generation programs at Janrain. Currently, as the Senior Product Marketing Manager, Michael drives go-to-market strategy for product launches as well as positioning and messaging to communicate the value of customer profile management solutions to companies. Michael's writing has been featured in publications such as GigaOM, Adotas and iMedia Connection.

View all posts by Michael Olson