How Publishers Are Using Data to Transform Their Marketing Operations

Editor's note: This article was originally published as part of a Folio: Special Report on the state of data in publishing, but we have decided to open it up to a wider audience by publishing it below. To view the full report, click the link at the bottom. The rise of big data—and the ability to collect, analyze and use it—has transformed industries from finance and healthcare to retail and logistics, and publishing is no exception. While publishers have always used data in some form, recent years have seen it emerge as an integral component to nearly every aspect of the media business. While demographic data on readers still matters, the insights available now are far richer, containing information on the preferences and behavior of groups of readers as well. However, every publisher has their own way of collecting, organizing and monetizing data as a product. [caption id="attachment_163459" align="alignright" width="150"] Nicole McGuire[/caption] “In our shift from a more linear acquisition and retention model to a relationship model where the customer is at the center, data and insights about our customers is critical,” says Nicole McGuire, SVP of consumer marketing at hobbyist magazine publisher Kalmbach Media. “By collecting data and insights about our customers, both purchase and behavior, marketers are better able to deliver relevant messaging to customers and inform content decisions.” Across the board, publishers share the belief that the future of their... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2019-07-31 19:33:50 UTC ]

Other news stories related to: "How Publishers Are Using Data to Transform Their Marketing Operations"


Koji wants to do for games, memes, and selfies what TikTok did for music

The new startup Koji wants you to be able to remix digital content without having to code. Is it the next evolutionary leap after TikTok? While most social platforms have found new ways to democratize content creation, TikTok represented a paradigm shift in how content can be repurposed.Read... Continue reading at Fast Company

[ Fast Company | 2020-06-30 09:00:34 UTC ]
More news stories like this


What Buyers Liked—and Didn’t Like—About the Virtual NewFronts

The first-ever virtual NewFronts is in the books. Adweek has already rounded up the most memorable moments from last week's events, and now it's time for the buyers to have their say. We granted buyers anonymity to tell us what they liked--and didn't like--about the 2020 Digital Content... Continue reading at AdWeek

[ AdWeek | 2020-06-29 17:23:22 UTC ]
More news stories like this


3BlackDot Announces 2 New Shows at NewFronts Debut

Gaming took center stage at the 2020 Digital Content NewFronts today. 3BlackDot, an entertainment studio that builds content around influencers in the gaming space, gave its first NewFronts presentation, boasting to advertisers about its far reach and various functions. The entertainment studio... Continue reading at AdWeek

[ AdWeek | 2020-06-26 18:17:46 UTC ]
More news stories like this


The Most Memorable Moments From 2020’s NewFronts Week

After a two-month delay and a complete format overhaul, the 2020 Digital Content NewFronts have finally wrapped, capping a frenzied week of virtual presentations, insights panels and Q&As. In case you missed any of the events--and there were dozens of them--Adweek has rounded up the most... Continue reading at AdWeek

[ AdWeek | 2020-06-26 18:00:57 UTC ]
More news stories like this


Boston private equity firm buys stock media company

This story first ran in DC Inno, a sister publication of the Boston Business Journal. Storyblocks, a digital content company in the Washington, D.C. area, has struck a deal to sell to private equity firm Great Hill Partners, more than a decade after the company’s launch as a stock video... Continue reading at Silicon Valley Business Journal

[ Silicon Valley Business Journal | 2020-06-25 22:32:04 UTC ]
More news stories like this


NewFronts Now: Social platforms highlight positivity on day 4

Welcome to Ad Age’s special-edition NewFronts Now newsletter, a roundup of the biggest news, trends, insights and takeaways from IAB’s Digital Content NewFronts.  Continue reading at Advertising Age

[ Advertising Age | 2020-06-25 21:05:12 UTC ]
More news stories like this


TikTok Tells Brands Not to ‘Make Ads’ at First-Ever NewFronts

Ahead of TikTok's presentation at the 2020 Digital Content NewFronts, the company released a new umbrella brand called TikTok for Business for its advertiser offerings. TikTok, a newcomer to NewFronts, adapted its vertical-first format for a horizontal presentation. The main message to brands in... Continue reading at AdWeek

[ AdWeek | 2020-06-25 21:01:24 UTC ]
More news stories like this


Arlington’s Storyblocks selling to Boston private equity firm

Arlington’s Storyblocks has struck a deal to sell to private equity firm Great Hill Partners, more than a decade after the digital content company’s launch as a stock video platform. The parties did not disclose a purchase price in their announcement Thursday, and a Storyblocks spokesperson... Continue reading at Silicon Valley Business Journal

[ Silicon Valley Business Journal | 2020-06-25 17:32:16 UTC ]
More news stories like this


NewFronts Now: Day 3 explores the news media's response to racial injustice

Welcome to Ad Age’s special-edition NewFronts Now newsletter, a roundup of the biggest news, trends, insights and takeaways from IAB’s Digital Content NewFronts.  If you're reading this online or in a forwarded email, here's the link to sign up for NewFronts Now.  Continue reading at Advertising Age

[ Advertising Age | 2020-06-24 22:02:37 UTC ]
More news stories like this


NPR, APM and Vibenomics Make a Play for Audio at NewFronts

At the 2020 Digital Content NewFronts today, three companies presented about the future of audio--a visual sales pitch for an aural medium. National Public Radio and American Public Media's Marketplace each put their radio and podcast hosts front-and-center, selling reliable news and audience... Continue reading at AdWeek

[ AdWeek | 2020-06-24 21:17:51 UTC ]
More news stories like this


Bauer to Close Magazine Titles ‘Unlikely to be Sustainable’ After Covid-19

Magazine publisher Bauer is closing a number of titles as part of a review to “protect the long-term health” the Continue reading at Editor & Publisher

[ Editor & Publisher | 2020-06-24 17:01:33 UTC ]
More news stories like this


What Publishers Can Learn From the Pandemic’s Engagement Surge

If there’s one thing that the pandemic has taught the publishing industry, it's that it must be prepared for anything. This was not only true in terms of how publishers were forced to manage their businesses through an unprecedented economic crisis, but also how they planned, produced and... Continue reading at Folio Magazine

[ Folio Magazine | 2020-06-24 11:00:28 UTC ]
More news stories like this


NewFronts Now: Day 2 showcases new generations and shoppable ads

Welcome to Ad Age’s special-edition NewFronts Now newsletter. Check your inbox daily for a roundup of the biggest news, trends, insights and takeaways from IAB’s Digital Content NewFronts. If you're reading this online or in a forwarded email, here's the link to sign up for NewFronts Now.  And... Continue reading at Advertising Age

[ Advertising Age | 2020-06-23 20:11:12 UTC ]
More news stories like this


Is the Facebook Ad Boycott an Opportunity for Publishers?

In less than one week, a campaign by a coalition of civil rights groups aimed at encouraging businesses to pause advertising on Facebook's platforms has already achieved some tangible results. Last Thursday, the digital ad agency 360i, a Dentsu Group subsidiary whose clients include Burberry,... Continue reading at Folio Magazine

[ Folio Magazine | 2020-06-23 18:20:35 UTC ]
More news stories like this


NewFronts Now: Day 1 addresses elephants in the room and puts viewers first

Welcome to Ad Age’s special-edition NewFronts Now newsletter. Check your inbox daily for a roundup of the biggest news from IAB’s Digital Content NewFronts and takeaways from the week, along with key trends and insights.  And join Ad Age on Friday at 2 p.m. EDT when we will close out the IAB’s... Continue reading at Advertising Age

[ Advertising Age | 2020-06-22 22:25:58 UTC ]
More news stories like this


Hulu, Condé Nast, Roku and YouTube Execs on Being Flexible With Marketers During Pandemic

As the delayed 2020 Digital Content NewFronts finally arrive today in their new virtual format, Adweek assembled its annual NewFronts roundtable to discuss this wild year. Several industry execs weighed in on many of the marketplace's biggest issues going into NewFronts, including Jim Keller, vp... Continue reading at AdWeek

[ AdWeek | 2020-06-22 12:41:43 UTC ]
More news stories like this


Here’s How the IAB’s NewFronts Work

Like so many things this year, the 2020 Digital Content NewFronts are going to look different. The biggest change: how they're produced. Instead of four daily in-person presentations that would have ad buyers, content producers and the media running from location to location across Manhattan,... Continue reading at AdWeek

[ AdWeek | 2020-06-22 11:00:36 UTC ]
More news stories like this


Ahead of Postponed NewFronts, Industry Leaders Talk Virtual Format, Adapting to Covid-19

Just four months ago, the Interactive Advertising Bureau heralded an overhaul of its annual Digital Content NewFronts slate, which it was calling the "new NewFronts." But the IAB had no idea just how "new" this year's event would become. In mid-March, Covid-19 shut down the industry, and the... Continue reading at AdWeek

[ AdWeek | 2020-06-22 00:00:40 UTC ]
More news stories like this


What to Expect From the Virtual NewFronts

It has been a long road for the Interactive Advertising Bureau's 2020 Digital Content NewFronts, which were postponed for two months and underwent a significant presenter overhaul as a result of the Covid-19 pandemic. But at long last, the weeklong virtual event is ready to kick off on Monday.... Continue reading at AdWeek

[ AdWeek | 2020-06-19 12:00:45 UTC ]
More news stories like this


LMBPN Feeds “Whale Readers”

After just a few years in business, LMBPN Publishing has more than 700 titles in its backlist and has expanded into new genres, formats, and languages—and its aggressive publishing model is keeping e-book readers happy. Continue reading at Publishers Weekly

[ Publishers Weekly | 2020-06-19 04:00:00 UTC ]
More news stories like this