Case Study: McClatchy achieves 25% homepage CTR uplift with Taboola Homepage For You

The McClatchy Company Drives 25% Homepage CTR Uplift with Taboola’s Homepage For You Tool

McClatchy, publisher of over 30 local news sites including the Miami Herald, The Kansas City Star and The Sacramento Bee, needed to increase homepage engagement, lift clickthrough rates and drive return visits while reducing reliance on high-bounce traffic from platforms like Google and Facebook. The goal was to grow a loyal, direct audience and improve subscriber acquisition.

To solve this, McClatchy deployed Taboola’s Homepage For You—an AI-powered personalization tool built with editor input that customizes homepage content in real time while preserving editorial control. The rollout delivered a 25% uplift in homepage CTR, a 15% increase in page views per session, a 9% rise in new subscriptions, more return visitors, and spurred broader plans to personalize other channels.

McClatchy

Cynthia DuBose

Senior VP of Product & Experience