Our news audience
News site, newsletter, LinkedIn
The consistent quality of the PostTrade 360° content, in conferences and on the news site, has established us as one of the industry’s main arenas for industry players to meet their community. Indeed, the news venture has made us global to an extent that even ourselves didn’t fathom until we recently sat down to churn the stats here below. Discover your global communication partner behind our Nordic disguise, and count us in among your resources.
This article seeks to give you a good understanding of our audience, to underpin your decisions on how to make use of our channels for your marketing. As this is being written in September 2024, we are also in the process of setting up our web shop for you to be able to buy our offers smoothly, and eventually a blog to help guide you to the rich possibilities. This first article looks at the news audience; let us eventually come back with a close analysis also of our conference audience.
In summary, the news site has a great global reach among the post-trade world’s top decision makers, while our event platform records deep interactive engagement, through weeks around the event, from the side of the core Northwest-European pros who make up most of our event’s physical delegates.
Our first pan-Nordic conference, in September 2024, made us the largest dedicated post-trade conference in the world, and made it clear that we are a vehicle for your European leadership, not just an internal Nordic concern; let us come back to the delegate breakdown further down. What is less known – mainly because for all these years we didn’t tell anybody – is that our news site and its 2–3-times-weekly newsletter have become a global power force in their own right.
So, let’s get started on the numbers!
The news site audience
Per autumn 2024, the past year has seen an average news-site audience a bit above 1,000 users per week. Our news site interest has always peaked at our events and this year’s big event brought unprecedented news site traffic with it. This screenshot from our Google Analytics shows an orange line for the user count on our news site as such, posttrade360.com. The blue line shows the total number of users across our news site and conference websites in combination. (A user visiting both sites should still usually count as only one; a tracking code goes into the URL when crossing directly between the platforms.) So far, we have never driven any audience aquisition to PostTrade 360° by paid exposure – this is all organic.
So, where are these 1,000 users per week from? Let’s go on the geographic breakdown, sorted from the top by the number of engaged sessions from each country. (We’ll come back to more stats on roles and seniority levels further down.) Highly engaged audiences are observed not only in the Nordic countries (Sweden, Denmark, Finland, Norway), but also in the UK, Netherlands, Germany … and in global post-trade operations powerhouse India. The top-15 list comprises also Belgium (centre of EU regulation, Euroclear etc), Switzerland (SIX, fintechs etc), Luxembourg (fund operations centre), Singapore and Italy, and many other nations are obviously on the total list below them. While the US and France show low average engagement times, let’s not ignore the high number of engaged users and sessions that are still in there, as fractions of their high total numbers. So, in total, they still make it to places 3 and 6 among our engaged audiences.
The newsletter audience
So, what professional roles do they represent? We cannot know all our web site readers, so we have to look at proxy numbers. We have chosen two sets of data to do this: our register of active newsletter subscribers, and our most recent followers on LinkedIn. Let’s start with our newsletter subscribers. About 4,900 subscribers receive our newsletters. Our analysis in September 2024, of a randomised sample of 300 of them, revealed the following role distribution. (“Others” includes mainly association representatives and regulatory-body officials, as well as a number of readers whose private email addresses leave them impossible to identify. Journalists and academics form a small part, too.)
About our newsletter subscribers, it should be pointed out that we have acquired their addresses largely from registrations to our own conferences (in the Nordics, and Netherlands). Thus the sample of 300 may well correlate closer to our Nordic event audience than our global news site readers.
Our LinkedIn audience
What’s the impression we get if we look at our LinkedIn data, which should intuitively be more global? The level of our LinkedIn audience is generally senior, as evident from these titles of our hundred latest signups. (Some are their full LinkedIn titles, some are central elements from the titles. Those in square brackets are our descriptions where the original titles were unclear.) Again, all have been acquired organically; so far we never sponsored any campaign.
Certified Data Protection Specialist; Release Manager; Strategic Business Development Manager; Manager Consulting Expert; Client Executive; BO Consultant; Product; Co-founder; Head of Direct Investing; Senior AML/KYC & Transfer Officer; Senior Account Manager; Executive Director; Senior Manager of Post-trade Strategy; HR & Payroll; Project Management; Business Development Origination; Electrician; Blockchain Advisor; Global sanction screening and investigations; Director; Associate Director; Director; Senior Domain Architect, Securities and Custody; Associate Partner; Public Relations Officer; Sales and Relationship Manager Post Trade Services; Settlements Analyst; Global Head of Custody; CCP Risk Policy; Managing Director; Senior Consultant; Vice President, Financial Market Infrastructure Risk; Liquidity & Collateral Management; Capital Markets – Sr Engineering Manager; VP Client Solutions; Consultant; APAC Market Specialist; Buy Side / Global Coverage; Director Postgraduate Studies; Economist; Business Analyst; Market Infrastructure PM Expert; [Student]; Associate, Digital Assets; Founder; EMEA Sales; Business Development Associate; Commercial Manager Savings; Executive Director; Market Supervisor; Head of EMEA & Americas Network Management; Executive Assistant; FX & Currency Overlay Solutions Director; Client Relationship Manager; Investment Management; [FS Consultant]; Global Business Development Exec; Head Custody & Market Intelligence; Expert … Branding; Solutions Architect; Chief Compliance Officer; Project manager Finance & IT; A little bit of everything; Business Development; Recruiter – sales; IT Project Manager; Head of Investment Operations; Communications and Media Manager; Senior advisor; Country Manager, Head of Tax & Regulatory; Director – Solutions; Compliance Analyst; Assistant General Manager; Managing Director & CEO; Business & Technology … Strategist; Project Manager … Vice President; COO & Co-founder; Transaction Reporting Specialist; AI Powered Post-trade Processing; Head of Sales for Europe; Collateral Management; Head of Group Securities Markets; Chief Representative; Chief Executive; [Business scholar]; SVP Payments & Products; Partner; Custody Settlement Manager; Full Stack Developer; Vice President; Senior Manager of Cybersecurity; IT Consultant; Business developer; [Event manager]; Heading Client Relationship Management Team; Co-Head of Quantitative Services; Project Manager; Executive Director, Global Custody Product; Co-Founder & Chief Executive Officer; Senior Director
The geographical distribution of our full set of LinkedIn followers is evident from this LinkedIn analytics screenshot. As you see, we acquired 1,433 new followers through the past 12 months, putting the total at 4,797 per 13 October 2024. We appreciate this as a respectable proportion of the industry’s senior managers across the globe. On the whole, this geographical distribution on LinkedIn is reminiscent of that from our news site’s Google Analytics data above.