Media Pitch: Quintype Strives to Reduce Technology Costs by Combining Content, Marketing & AdTech
The most successful media companies today are driven by data insights. They invest heavily in technology that can analyze and guide content, audience development, and advertising strategies. As a result, these publishers are growing revenue through continuously improved products and processes. But many small and mid-sized publishers are limited by the high costs of these technologies and the difficulty of unifying data across various tools. Amit Rathore, CEO of data-driven publishing platform Quintype, describes how his software combines these disparate technologies -- CMS, marketing tools, and adtech -- to provide a more affordable and streamlined solution for publishers.
Who are you? What is your technology and how does it work? Who are the entrepreneurs behind it?
We are a data-driven content management and publishing platform. The platform is now available to the public, after a successful 13-month beta period that saw a range of publishers -- including Mother Jones -- signing up to use the publishing tools. The platform displays the stages of the editorial process and enables editors to assign tasks, set up notifications, and bring teams together to collaborate on new projects. Quintype’s Content Assistant also helps content creators and curators by suggesting content references and research from other online sources.
Quintype is fortunate to have been co-founded by billionaire Indian media magnate Raghav Bahl, a hugely successful entrepreneur. He built Network18, a media conglomerate in India that included some 37 TV channels and several online properties. As I was growing up in India I watched many of these television channels without knowing the man behind them. In July 2014 -- through a strange series of events -- I found myself across the table from Raghav at a friend’s office in downtown San Francisco. A little over two months later, Quintype had been founded.
Explain your existence: What problem are you solving or opportunity are you enabling? How are you unique and innovative?
Quintype is an open SaaS product that brings to the market what made platforms like Buzzfeed and Vox Media so successful. Our core features center around data-driven insights that allow publishers and marketers to target their content and stories to relevant audiences. A combination of a built-in CMS, content personalization, email marketing, social media integrations, and SEO tools help organizations to target and engage large audiences. The platform provides detailed analytics showing top performing stories, sections and authors. Furthermore, native advertising solutions mean businesses can also monetize their sites far more effectively than before, and measure advertiser return on investment (ROI).
Results: How have you or do you plan to help media companies increase revenue or cut costs? Can you quantify this?
Quintype is making it possible to run a sustainable, profitable media business by reducing technology costs for publishers, while also using big data and algorithms to increase revenues. This helps thousands of independent media outlets to thrive and succeed, giving them time to publish all of the news, opinions, analysis, and other content needed for modern society to have a conversation.
Share some wisdom: What do you think are the most important trends affecting the media business today? What do you see that no one else sees?
The most important media trend for the media now is the creation of new publishing platforms, which combine publishing systems, marketing technology systems, and ad-tech systems. Eventually, it all is about the complete, end-to-end value chain.
Beyond pure play news and media companies, content marketers are also very interested in these platforms because even if you’re just a brand creating content for your fans, you still need metrics and ways of keeping them engaged and coming back. This is exactly the type of systems that are now being built.
What’s Next? How do you plan on expanding or improving on your offering? Where do you see opportunities for growth?
We’ve had conversations with several dozen news organizations and many are now using Quintype as their next-generation newsroom; it’s amazing to watch. We also built a highly customizable Kanban board into Quintype. It’s fun to see news teams managing their editorial processes through it; watching article ideas become published content, being consumed by different users on different devices, and generating all kinds of data in this process. We’re looking forward to broadening our native advertising revenue streams next, so we can further increase revenues for all our publishers.