In a recently published article in Web Analytics World, (read the article here) Matt Lindsay discusses how yield management techniques can be applied to the data now available to digital publishers. Insights gained through analysis of this valuable data can be used to optimize the trade-offs between customer subscription revenues and digital advertising revenues, and identify targeted content for customers that will enhance their overall experience and increase retention and loyalty.
In a May 21 bylined article in NetNewsCheck, Mather Economics President Matt Lindsay shares that the idea of publishers relying on audiences instead of ads for revenue is not a new one, but the industry’s return to that kind of model requires it to adopt a new set of capabilities to be successful. Specifically, Matt adds, publishers have to use analytics to understand their customers so they can segment them based on preferences and willingness to pay.
Breakfast Session-Using Data and Analytics
On June 3, Matt Lindsay will address the challenge of identifying and tapping into the right data to help publishers acquire paying customers and maximize yield from digital advertising inventory and also discuss how their new Listener™ data tool can be used to maximize audience, advertising and content revenues. Learn more here
An article by Mather President Matt Lindsay about why and how segmentation in the publishing industry can be used successfully to boost digital revenues appears in the May/June issue of News & Tech. In the article, “Using segmentation to grow paying digital audiences,” Matt makes parallels to other industries and shares pertinent insights. See the full article, on pg. 8 here.
Our new Listener™ tool was mentioned in this May 12 article on NetNewsCheck about the sweeping changes at The McClatchy Co. Among McClatchy’s efforts is its focus on a new data strategy, which is the area that Mather Economics is supporting. This is an ideal application for the Listener tool. Read the full details here.
Writing for Data Science Central, Mather Economics President Matt Lindsay drafted a recent post about how newspapers more than a century ago derived their revenues from customers, then later shifted to ad sales as the primary source for revenue and now, with the introduction of digital media, are circling back to an audience-centric revenue model. Matt talks about what this means for publishers today and offers insights on how, given the current situation, they can optimize the income they generate from their customers.
Unfolding the story of how publishers have begun to use big data, as well as how they can use it wisely, is the focus of Mather’s Arvid Tchivzhel in his May 1 byline article, “Evolution of print media and applying big data,” in WAN-IFRA’s RIND Survey. A list concisely enumerates the characteristics of big data and includes some helpful tips for print media on how to properly execute a big data solution that benefits the company and its customers.
In an article, “Changing the Economics and the Use of Data in the News Media,” Mather President Matt Lindsay wrote April 10 for Talking New Media, Matt describes how current factors are leading the press away from an advertising-dominant revenue model to one where the audience is the primary revenue source. With that, he said, comes publishers’ increased reliability on data to understand their customers, segment them based on their preferences and price elasticity and target them for acquisition,
A recent article by Mather Economics President Matt Lindsay, “Leveraging Customer Data to Drive Business Strategy,” was published in the March issue of Inland Press Association’s The Inlander. In the article, Matt discusses the frequent scenario in which many publishers realize the opportunity to use big data and are spending large sums to capture it, but they often are unable to realize a return on this investment because a significant gap exists between having the data on hand and actually putting it to good use.