Managing Magazine Audiences with Collaborative Data (slide deck) with Malcolm Netburn at ACT 5
•Als PPTX, PDF herunterladen•
0 gefällt mir•709 views
I was honored to speak on a keynote panel at Magazine Innovation Center's ACT 5 conference, hosted by media veteran Samir Husni (Mr. Magazine). Here's my presentation deck. Please find the corresponding transcript on SlideShare: http://www.slideshare.net/mnetburn/managing-magazine-audiences Panel topic: Building and Managing Magazine Media Audiences. Key topics discussed: Collaborative industry data, sourcing dynamic third party data, database innovation, predictive modeling, identifying niche ideal audience segments. Conference info: http://www.maginnovation.org/act/agenda/ #MICACT5
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Managing Magazine Audiences with Collaborative Data (slide deck) with Malcolm Netburn at ACT 5
Ähnlich wie Managing Magazine Audiences with Collaborative Data (slide deck) with Malcolm Netburn at ACT 5 (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Managing Magazine Audiences with Collaborative Data (slide deck) with Malcolm Netburn at ACT 5
- 1. Managing Magazine Audiences CDS Global Chairman Malcolm Netburn @mnetburn #micact5
- 3. #micact5 2
- 4. PAGE This Is What I Want You to Remember 3 • Foster a Collaborative Approach to Data • Identify “likely magazine buyers” and then engage then in a direct tailored way • Aggressive About Pursuing Innovation DATA STRATEGY OPERATIONS #micact5
- 5. PAGE History of Media & Magazines The print magazine remains vital, powerful and valuable. And value generates money. 4 #micact5
- 6. 99% of American households own a television 92% of Americans ages 12 & older listen to the radio each week Social media is no longer seen as a stand-alone set of tools 91% of all American adults read print or digital magazines Media Reach/Influence #micact5
- 7. PAGE Value of Magazines 6 The top 25 print magazines reach more adults and teens than the top 25 regularly scheduled primetime TV shows. #micact5
- 8. PAGE Value of Magazines 7 #micact5
- 9. PAGE 8 Audience #micact5
- 10. PAGE Audience 9 #micact5
- 11. #micact5 PAGE Audience 10
- 12. PAGE Audience 11 41.7 44.7 45.2 46.9 49.5 #micact5
- 13. PAGE 12 Audience #micact5
- 14. PAGE Audience 13 The key is knowing who your customers are – and are not. Magazine publishers know a fair amount about their existing customers – but not enough about who isn’t buying media, or why. #micact5
- 15. PAGE Data is Critical 14 Magazine media audience remains strong and circulation is stable Total 18+ magazine audience Subscription/single copy sales 2003-2012 year year subscription single copy total 2013 187,055,000 2012 + 285,148,911 26,535,140 311,684,051 2012 186,992,000 2011 + 282,919,614 29,558,699 312,478,313 2011 191,022,000 2010 + 292,237,864 32,999,204 325,237,070 2010 189,772,000 2009 + 310,433,396 36,138,514 346,571,912 2009 189,315,000 2008 + 324,818,012 43,664,772 368,363,773 2008 188,893,000 2007 + 322,359,612 47,433,976 369,793,587 2007 185,523,000 2006 + 321,644,445 47,975,657 369,620,102 2006 183,405,000 2005 313,992,423 48,289,137 362,281,559 2005 180,620,000 2004 311,818,667 51,317,183 363,135,850 2004 178,723,000 2003 301,800,237 50,800,854 352,601,091 Note: Measured magazine titles excluding Sunday magazines and newspapers Source: GfK MRI, Spring 2013 + Paid and Verified-Effective 2006, AAM established verified subscriptio circulation as a category Source: Averages calculated by MPA from each year's AAM Publishers Statements, 2003-2013 Comics, annuals and international editions are not included. The AAM ruled in 2012 that digital editions would be reported as part of this data; as of 2012 digital editions make up approximately 2.2% of these estimates #micact5
- 16. PAGE Optimization vs. Predictive 15 #micact5
- 17. PAGE Collaborative Data – Three Steps 16 Collect the widest range of valuable data, from a range of sources inside and outside the world of media #micact5
- 18. Develop the models to identify high-value target audiences as well as explore connections between media consumption and other consumer behaviors #micact5 PAGE Collaborative Data – Three Steps 17
- 19. Identify the opportunities to engage audiences and test different methods for marketing and communicating with potential customers #micact5 PAGE Collaborative Data – Three Steps 18
- 20. PAGE 19 Collaborative Data – Challenge #micact5
- 21. 20 Collaborative Data – Challenge Develop and Foster a Collaborative Approach to Data #micact5
- 22. 21 Collaborative Data – Challenge Work Together as Publishers to Outline a Strategy #micact5
- 23. 22 Collaborative Data – Challenge We Must be More Aggressive About Pursuing Innovation #micact5
- 24. thank you #micact5 Connect with me: @mnetburn