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Vulcan Post boss Jacky Yap: We are more targeted and sexier than Mashable

Jacky Yap talking at the Publishing Summit

Jacky Yap talking at the Singapore Publishers Summit today

The head of tech lifestyle website Vulcan Post said today that the two year-old Singapore-based company modelled itself on the early days of Mashable, but is a more targeted, “sexier” publication.

Speaking at the Singapore Digital Publishing Summit this morning, Jacky Yap, the managing editor of Vulcan Post, was asked when he made of the competitive threat of Mashable, which recently launched a Singapore operation.

“We modelled as ourselves on the early days of Mashable. We loved what we were doing back then. But Mashable has evolved into a global media brand and they produce not just digital lifestyle content, they cover fashion and politics. We don’t see ourselves in the same space – we are more targeted, we are a sexier version,” he said of his site.

“We don’t cover political stuff. Yahoo and MSN are the ones who should be comparing their content with Mashable,” said Yap, referring to Vulcan Post’s content sharing partners.

Yap, who also described Yulcan Post as “a sexier version of Straits Times Digital Life,” said that frequency of posting has been critical for developing a loyal following for the publication.

“If you’re looking to start a publication, you need consistency in quality articles. This is critical for generating social media traffic and to boost Google search performance,” he said.

Yap shared that 35 per cent of Vulcan Post’s traffic of around half a million page views per month comes from social media, 30 per cent from Google search, 20 per cent is direct and 15 per cent comes from referral.

“If your readers don’t see articles [regularly] they’ll feel betrayed. The sweet spot is five to six posts [of content written inhouse] a day. We found that nine to 10 articles dilutes the quality of the content,” Yap said.

Yap co-founded Vulcan Post two years ago, and has grown the company’s editorial team to more than 30 writers in that time, launched Vulcan TV, a video channel, and launched Vulcan Post in Malaysia.

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