A Discussion of Winning (and Losing) Revenue Strategies
A fascinating session at the recent Publishing Business Virtual Conference & Expo explored winning—and losing—revenue strategies for publishers. Kicking off the discussion was Dean Horowitz, VP of Media Operations at Vance Publishing, who spoke on organizational aspects of building out new revenue streams. For Vance, the effort centered on getting salespeople away from a "single platform bias," listening to clients and understanding value propositions from their perspective. Horowitz also spoke for evidence-based innovation: "Data beats opinion."
Patricia Lippe-Davis, VP of Marketing at AARP Media, spoke about developing key products and services designed to fill needs on the marketplace, recognizing demographic and behavioral opportunities and, like Horowitz, offered advice related to understanding—and getting across—the value proposition of what you have to offer. AARP members, she says, "join for discounts" and "renew for information."
Darrell Gunter, President and CEO of The Gunter Media Group, spoke of challenges and opportunities in the STM publishing space. A "gap analysis," he said, can help publishers understand where they need to invest. Data is important to revenue strategy, he said, advising publishers to "measure, evaluate and adapt" in the face of marketplace shifts.
Finally, Charlie Koones, President and CEO of Moon Tide Media, offered advice for publishers targeting local, niche markets. One example given was a subscription-based marketing services platform, which allowed Moon Tide to leverage its cross-media expertise in the service of a lucrative, community-based revenue channel. He also spoke about ways to build customer and brand loyalty.
Listen to the entire session on demand through our free virtual conference environment, which gives access to all of the great sessions and keynotes from this year's show.