No, I’m not asking you to take a trip to Sea World and wrap your arms around Shamu. For us niche publishers, “Whales” are our most engaged and enthusiastic audience members. They usually only make up about 5% of our customer base, Read More
Publishers have gotten the message that they need to innovate to survive. Innovation can take several forms – new content areas, new products, new business models. As digital ad dollars grow scarcer, some publishers have turned to the idea of micropayments to Read More
I’m working with a magazine CEO who has seen revenues fall 45% over the last five years. Until last year, she didn’t think she had a problem because she cut costs enough to keep profits flat. Then last year, the bottom fell Read More
Segmentation allows companies simultaneously to lower marketing costs and increase sales. The results speak for themselves. I have seen segmentation benefit many media firms and publishers. Actual outcomes include: 50% increase in email conversion 10 point increase in profit margins 15% increase Read More
Many media executives complain that their audience is not willing to pay for digital content. Publishers often cite a 10% rule of thumb, meaning only one out of ten print subscribers pay for a digital replica. However, we have found that people Read More
