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May 22, 2007. Audience Management – The Single Customer View. The Changing Roles in Publishing. Today, Publishing roles are changing quickly: Circulation Director -> Director of Audience Management Publisher -> Impresario, Yenta, Facilitator

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May 22 2007

May 22, 2007

Audience Management –

The Single Customer View


The changing roles in publishing
The Changing Roles in Publishing

  • Today, Publishing roles are changing quickly:

  • Circulation Director -> Director of Audience Management

  • Publisher -> Impresario, Yenta, Facilitator

  • Ad Sales Representative -> Publicity Agent, Business advisor

  • Print-only Reader -> increasingly elusive prey

  • Print-only Advertiser -> endangered species


The changing world of b2b publishing
The Changing World of b2b Publishing

  • The Decline of the Print Ad

  • Alternative Media Rising

  • The emergence of ‘Face to Face’

  • Repurposing

  • Long Tails

  • …..all offering challenges

  • …..but also opportunities


Thoughts on b2b publisher challenges
Thoughts on B2B Publisher Challenges…

Return on Investment?

Who are my readers?

What is the Best New Product to Launch?

Shrinking Ad Sales!

Advertisers More Demanding!

How to Achieve a Deep

Understanding of a

Readership/Audience

to Unlock Latent Value!

Premium Content?

Should I make a strategic acquisition?

Webinars?

Who should I market to?

Should I launch a new Conference?


And on opportunities
And on Opportunities…

…“Investment in Database technology in order to achieve a single view of your subscribers is absolutely an essential component of pursuing alternate revenue models.”

-David Levin

CEO, United Business Media


Audience knowledge how to get it
Audience Knowledge – How to get it?

Relevant?

Timely?

Costly!

Time Consuming!

Differing formats – what is most up to date?



On roi
On ROI…

  • Investment in Single Customer View achieves returns in multiple ways:

    • Increased revenue from advertisers/subscribers

    • Reduction in costly over-promotion, poor targeting

    • Increased media sales/subscriptions (i.e. Data, CDs)

    • New product creation via Audience Knowledge

    • Cross-sell and up-sell to existing readers/advertisers

    • Vendor management simplification

    • Organizational cost savings – IT, other opp costs


How to do it
How to do it…?

  • Single Customer View requires:

    • Willingness by key stakeholders and

    • Internal champions who can devise

    • Realizable project goals, that have inherent

    • Measurability, coupled with

    • Commitment to organizational evolution at all levels

    • Upfront expenditure in advance of ROI

    • And in most cases, a trusted partner who has done this before

    • It doesn’t require you to change subscription fulfillment, web hosting or most other elements



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