When was the last time you read the news without AdBlocker? It can be overwhelming – invasive pop-up ads, annoying banners, video ads that follow you as you scroll, and suggested articles from shady sites you’ve never heard of before. It’s annoying, and it’s not what you’re there for, but they’re all begging you for one thing: your attention.

There is a solution

What if, instead of in-your-face bids for your attention, data, and money, news sites transformed their strategy entirely and asked for your opinion on the news topics you’re reading? With an easy-to-use poll, you could engage with debates in the news, see where thousands of other readers stand, and your newsroom of choice gains valuable insights and activates previously silent masses of readers.

This article will show you how, by using your voice with a simple click on a poll, you can transform your news reading experience, and help publishers to serve you better.


Remember those annoying pop-up banners and videos ads? They’re there for one reason: the newspapers you love need money to cover the latest news, write in-depth analyses, and bring global events to your screen.


Before we continue, why don’t you give this poll a try:


At Opinary, we’re all avid news-readers and media consumers. We thought long and hard about a way to integrate subscription conversions and adverts into articles without distracting you from the content you’re trying to read. Our solution: put the reader in control. Here’s how, using a poll like the one above, you decide on your own news reading journey.

First, you vote in a poll about the article you’re reading: 

It will always be a relevant poll that lets you and the publisher see what other readers think about the topic of the article. You get to compare your opinion to thousands of other readers, and help the publishers get to know you better. 


Using information like this, we were able to let Süddeutsche Zeitung track reader sentiment about the German football team’s progress in the World Cup. Then they ran an article breaking down these insights to their readers.

Afterwards, the poll transitions to the beginning of a conversation between you and the newspaper, or a brand, like this:


This content will be relevant to what you’ve been engaging with. If you’re interested, you can go ahead and hear more of what they have to say. If not, you don’t need to do anything more – just keep reading the article. It’s all in your hands.


At Opinary, we aim to help readers and publishers build long-lasting relationships based on real interactions. We love the inquisitive side of journalism that asks questions to create value, not flashing banners that detract from readers’ experiences. With us, readers and newsrooms get a better understanding of people’s sentiment in key debates. And it works. Our tools have proven to help publishers and brands to engage, understand and convert their audiences – by helping them to start conversations with readers at scale.


If you’re a publisher or a brand who wants to start a conversation with your audience, send us an email or use our contact form. If you’re a news reader, keep reading and voting to support the publishers you love.

Facebook has had a tough time recently. After losing the trust of its users and breaching data protection regulations, Mark Zuckerberg has had some serious grovelling to do. 

Opinary is a revolutionary way for newsrooms to start conversations with their readers, and listening is just as important as asking the questions. That’s why we make it easy for you to analyse your users’ opinions at a glance, and offer several ways for you to take a deeper look at what they’re telling you.

1. Results at a glance

As soon as a user votes on an Opinary poll, they are given an instant breakdown of the results. On the speedometer, each dot represents a percentage point, so it’s easy to see the distribution of votes at different points in the scale. This is a great way to find out how strongly your readers feel about specific issues, and which opinion leaders they identify with the most.

2. Poll analytics

So you know what your readers are thinking, but was your question engaging enough? Did they care enough about the topic to vote? Every Opinary publisher has access to an Analytics Dashboard which allows them to assess the performance of individual polls. This will allow you to keep track of all the polls you used, and make changes to any you think could be improved.

3. Insights

Another resource we provide is our Insights Dashboard – it offers an overview of audience sentiment. You can use this to see what your audience agrees on, what they disagree on, and how their opinions have changed over time.

We also have an in-house data science team who can provide even deeper insights, for a range of purposes including special editorial projects, audience analysis, and content generation.

Your readers will love to see that you’re listening, so why not write an article about the interesting insights you’ve gained from your Opinary polls?

Reach out to your Opinary representative or use our contact form to see how we can help you.

As publishers around the world strive build better relationships with their audiences, it’s understandable that many treat their readers like customers. But what if you stopped treating it like a business transaction and started treating it like a relationship?

How do you show your value on the first date to secure that all-important second date, and hopefully begin a lasting relationship with this person?

Sure, having a fling and getting what you need from a one-time user is great, but what if you’re losing interest in those one-night-stands and want something more meaningful? Is that one quick click enough to satisfy you, or do you want your reader to click with you every night as part of a long-term relationship?

You could get that one click/ad impression from a user and never see them again, but that means you’re constantly searching for the next one. Constantly putting yourself out there to find another reader who wants to click with you.

By building a more meaningful relationship, you could have a committed user who will care about your content for weeks, months, or years to come. It just takes a little patience and persistence.

Would you propose to someone on the first date, or ask your Tinder match to be your boyfriend before you even met? No. And would they say yes if you did? Probably not. So why should a first-time reader buy a paid subscription if you haven’t shown your value yet? It’s better to ease into things, take it slow, and get to know each other first.

You can’t just jump straight into things and expect your desired result. Building a relationship takes a lot of communication over time. You text, you talk, you discuss issues, you have deep meaningful conversations.

So why are some publishers so reluctant to start a conversation with their readers, who are human beings, and preferring to think of them as statistics and numbers in a spreadsheet? Many news sites offer few chances for readers to actually interact, instead opting to overload users with adverts (or pop-ups asking them not to block their ads).

It’s no surprise that comment and interaction rates on many news sites continue to linger around 5%.

Opinary has found a unique and effective way to foster this communication and enable publishers to build the loyalty they crave. Think of us as your relationship coach.

We understand the engagement funnel and have built tools to effectively demonstrate your value to your readers. We make it easy to engage, understand and convert users by starting with a simple conversation.

With industry leading engagement rates of 15% (versus 0.2% in the average comment section), we’ve learned that users feel rewarded and heard when they have the opportunity to share their opinions. Using our knowledge, we can effectively convert those engaged users into social followers, paid subscribers, app users, etc.

Not only does this give you a more fulfilling and loyal relationship with your readers, that stable and consistent audience will also make you more attractive to advertisers and help you diversify your monetization strategy in a healthy way.

Want more relationship advice? Send us an email or use our contact form.

Stick man support provided by Tim Urban / waitbuywhy.com 

A recent Hubspot survey found that only 36% of executives were up to date with the General Data Protection Regulation (GDPR) and 12% admitted it was the first time they had even heard of it. 

Great news from London! Our campaign with fisherAppelt and Merck in the UK has been nominated for two categories at this year’s Digiday Media Awards Europe:

A new way to engage with Opinary

Opinary is always striving to find new ways to orient and empower our users with our suite of tools.

The Speedometer allows readers to place themselves on a scale between two answers, the Multiple Choice tool allows you to visualize different types of debates, and our newest tool brings even more choice.

Our latest offering provides readers with a way to share their opinion on a numerical scale – from 1-10, 0-100, or any other range you can imagine.

What should the maximum speed limit be?
How would you rate the latest Star Wars movie?
How much would you pay for the newest iPhone?

The opportunities for Slider polls are almost endless.

It’s simple, it’s intuitive, and it’s available in the Opinary Dashboard right now.

How does it work?

It couldn’t be simpler to create a Slider poll in our Dashboard – only 5 simple steps stand between you and the newest way to start a conversation with your readers.

  1. Select the lowest and highest number
  2. Choose your unit of measurement
  3. Select the step size
  4. Hit Save
  5. Embed with one click

It’s that easy.


Ready to find out more? Send an email to ryan@opinary.com.

Want to work with us? Opinary is hiring!

Click here to view open positions.

Opinary provides newsrooms with an engaging and exciting way to start a conversation with their readers – a vital factor in the current landscape of digital publishing. Loyalty has never been more important to those hoping to build and retain their audiences.

We hope to help publishers break through to passive browsers and turn their content into an experience that will keep readers coming back for more. By orienting and empowering readers to share their opinion with one click, we can burst the filter bubble and make a difference in the way people consume content.

If you think this would be useful for your organisation, please fill out the form on our contact page.

It’s the festive season, so we have a special gift for you.

We’ve scoured through our database and picked some of our favourite opinion trends from our publishers.

We hope this was interesting! If you want more fun insights, be sure to follow us on Facebook and Twitter.