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Social media, data, and newsletters can help publishers earn money

October 3, 2010 by  

Paul Westhorpe During the 2010 INMA/OPA Europe Conference in Krakow, Paul Westhorpe (Prisa Digital) shared his experience with attracting and quantifying the audience across different platforms.
The consumer of news today may be the same consumer as many years before, but he is satisfying his needs in a different way, and developing new habits within the same consumption occassions.
Paul Westhorpe’s key topics of the presentation were:
  • Social Media
  • Data acquisistion
  • Newsletter strategy
Today, no newsmedia publisher could be death or blind to social media. It allows to:
  • push content to wider audience (addition of prevalent share toolbar reduces effort required for users to recommend content to friends),
  • pull in conversations, and feedback (website integration with FacebookConnect enriches user experience, increasing time spent on site).
The money for publishers is nowadays in their readers’ (users’) data. They should be collected whenever it is possible.
Prisa Digital standardized the data capture process within all online operations. They developed minimum requirements for information to be collected during email sign-up. And those are: first name, last name, gender, age, permission to send promotional offers, and localization. As Prisa becomes more advanced, it hopes good data will become important to providing relevant content and offers.
Data acquisition platforms should be used by pubishers who develop their ideas to add more value to their users. It can be used for the need of registration process on different websites within one newsmedia company and then used internally for cross-selling offers.
Data acquisition tools can be integrated in mails. A newer approach is to nclude in mailing a “share within your network” option. The average Facebook participant has 120 friends – so sharing within a network can give significant reach under one condition – it must be share-worthy (good content, offers, news about events and more).
Email marketing is a key driver to help monetize users as well as to increase the audience and user information. This is why newsletter programs are so important:
  • they can help increase traffic and revenues
  • they help get to know the user
  • commercial emails may result in high CPM revenues

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