Personalization

PwC’s Global Entertainment & Media Outlook 2018-2022 Reveals Long-Term Trends
June 27, 2018 at 3:05 pm

Each year PwC releases the Global Entertainment & Media Outlook. Released earlier this month was the 2018-2022 edition. (Here’s the press release from last year.) The Outlook is definitely a worthy read to get a grip on the high-level and (very) long-term trends shaping the media industry, such as where advertising dollars are expected to…

The Top Technologies Publishers Will Buy in 2018
May 30, 2018 at 4:06 pm

Media executives reveal which technologies they plan to buy this year and why, exhibiting a more audience-centric approach than recent years and an overall desire to take back control of their own destinies.

A Closer Look at the Personalized ELLE Cover with Kim Kardashian West
May 30, 2018 at 12:19 pm

In April, 50,000 ELLE magazine subscribers got a surprise in the mail. The chosen readers received a specially printed issue, featuring Kim Kardashian West on the cover and a message from the reality TV celebrity personalized with the reader’s first name. The personalized cover generated a lot of buzz, getting people talking across a wide…

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,…