Free Guide: The Starting Point for Harnessing Magazine Audience Data
In a short time, data has become a business imperative for magazine publishers. It’s a key differentiator between legacy publishers that drive revenue on a per-product basis and those that are able to monetize audiences across platforms and brands. And with greater data sophistication comes the ability to extract otherwise untapped audience insights that can yield new product development and capture more lucrative advertising deals.
Yet developing a strategy for capitalizing on audience data can be intimidating or even mystifying. With all the buzz that surrounds “big data,” it can be hard to know where to begin. That’s why Publishing Executive has created a free guide to help publishers develop a data strategy that aligns with their business objectives.
In this white paper, leaders from Active Interest Media, AHC Media, Watt Global Media, and ePublishing offer insight on identifying key revenue opportunities for audience data, assembling a “data team,” unifying data assets, and considering tools or services for leveraging audience data.
Following are a few sound bites from The Starting Point for Harnessing Magazine Audience Data:
“Almost every publisher I speak with has three to five databases. Subscriptions are sent to fulfillment; e-newsletters are handled by the ESP. If there is site registration in addition to newsletters, it’s usually separate. Events, white papers, webinars, they’re always separate databases. Start by combining them the best you can.” - Andy Kowl, SVP of Publishing Strategy, ePublishing
“Start at the end. Have a vision for how you want to apply the data. Our vision was very basic: to understand how our audience engaged with our content. . . Think of how the database will be used and that will guide how you build it.” - Joyce Neth, Vice President, Director of Audience Development & Research, Watt Global Media
“At the earliest point, you have to start collecting information, start getting it. Don’t make an excuse not to, because the longer you wait the harder and harder it gets.” - David Fournier, CEO and Publisher, AHC Media
“The blanketing approach to marketing in gone. There has to be very individual targets to focus marketing campaigns whether that be for subscription offers or that be sponsored content marketing campaign for a client or advertiser. You can’t just batch and blast anymore.” - Amanda Philips, Lead Generation Marketing Director for Active Interest Media
Download the free white paper, “The Starting Point for Harnessing Magazine Audience Data,” here to learn how audience data can be put to work for your business.
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.