The Shift in Publishers' Revenue Mix: BPA's Glenn Hansen to Speak on Maximizing Audience Metrics
Today, one of the greatest hurdles for magazine publishers is to provide premium value to marketers seeking to optimize today's media channels. According to Glenn Hansen, president and chief executive officer of BPA Worldwide, there are efficient ways to gather data such that it can easily be measured against, and shared across, multiple platforms. Hansen will speak alongside Scout Analytics' Matt Shanahan as part of a session, "'The Shift in Publishers' Revenue Mix: Maximize Your Audience Metrics and Provide Premium Value to Marketers," at the 2012 Publishing Business Conference & Expo.
"What was circulation is truly now audience development and not simply accumulating a database of contacts. Media buyers need to market such that the media owners contact becomes a lead for the marketer, which converts more readily to a marketing qualified lead and then sale," Hansen told Publishing Business Today.
Shanahan and Hansen will present new research on effective revenue models. This includes tracking average revenue per audience member, the value of registered users and how this affects profitability. Hansen will discuss how to compare metrics across platforms to best determine Return on Investment (ROI).
Hansen says he plans to demonstrate the value in third party verification of the full reach of a brand. "The information typically provided for the print product is of value for all other channels of the brand," he says. Publishers benefit from conveying to media buyers that each channel added to the content distribution platform offers a chance to gain a new audience.
According to Hansen, new ways of demonstrating the value of media owner contacts underpin a "new ecosystem" built on thinking in terms of qualified leads.
"Media owners who provide verified data for their marketers ... creat[e] corporate value," Hansen says.