Personalization

Tech Talk Face Off: Interactive Print Ads Make Paper the New Marketing Tech
April 11, 2018 at 8:00 am

Too often, we treat "marketing technology" as a synonym for "digital marketing." But technology has advanced in all facets of life, and in every marketing channel. And few channels have learned more new tricks than print marketing. Interactive print ads all paper-based marketing materials to do amazing things. Magazine ads…

How TheStreet.com Used Data Modeling to Boost Renewal Rates and Price
March 1, 2018 at 8:00 am

In the relatively world of online publications featuring financial news and analysis, there certainly aren't many that can claim to have the sort of cache and name recognition of TheStreet.com. Today, TheStreet, Inc. boasts a rather formidable B2C unit featuring a suite of free newsletters, premium subscription products, an app, and more. Launched in 1996,…

More Choices & Functions Make Buying A CDP More Difficult for Publishers
January 24, 2018 at 8:00 am

Not so long ago, all publishers needed to know about their subscribers was their name, address, and expiration date. Today, a customer record can include search requests, content selections, email opens and clicks, web page visits, demographics, advertisement history, desktop and mobile devices used, and much more. Traditional fulfillment systems weren’t designed to handle this…

Before Publishers Can Unlock Reader Revenue, They Need to Convert Unknowns
December 11, 2017 at 2:46 pm

As publishers move to monetize their audiences directly, audience relationships become more important than ever. While publishers invest in targeting and personalization technology that uses data to build these relationships, the elephant in the room remains: publishers typically only have actionable, first-party data for less than 20% of their audiences. For these relationships to develop,…

At DigiPub, MPA Offered a New Message & Printers Showcased Innovative Digital Print
November 20, 2017 at 1:21 pm

Last week I went to a NAPCO conference in New York City called DigiPub. Its advertised mission statement was "Harnessing the Power of Data-Driven Print." The overarching question after a decade or more of collecting digital data was, can the information we have gathered be intelligently and successfully applied to a printed product? To be…

Best Sound Bites from DigiPub: Harnessing the Power of Data-Driven Print
November 17, 2017 at 3:59 pm

Yesterday Publishing Executive, Book Business, and Printing Impressions hosted the first ever DigiPub Conference, which brought together leaders from the magazine, book, catalog, and printing industries to discuss new opportunities created by digital printing and data targeting. These technologies are helping publishers and marketers deliver faster, more relevant, and more valuable media to consumers. As Publishing…