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Ekstra Bladet moves from product to customer focus to build audience, ad revenue

24 February 2015 · By Jeremy C. Fox

Editor’s note: This is one of 17 case studies featured in INMA’s strategic report “Making Big Data Smarter For Media Companies,” released in December.  

The Danish tabloid Ekstra Bladet has been focused on growing its customer base rather than earnings since it launched its digital subscription model in May 2013.

The newspaper recently developed its first Big Data strategy, Digital Director Søren Svendsen says, and is in the process of implementing new systems, hiring staff, and creating new processes. 

“The key point is to go from product focus to customer focus,” Svendsen says. “Perhaps it sounds trivial, but it isn’t because of where we are coming from [newspaper production] and the close connection between content and brand. Our strategy is targeting both ...


Postmedia increases ad revenue with data management platform

19 February 2015 · By Jeremy C. Fox

Editor’s note: This is one of 17 case studies featured in INMA’s strategic report “Making Big Data Smarter For Media Companies,” released in December.  

In the past 18 months, the Postmedia Network has invested heavily in developing its own data warehouse, customer relationship management (CRM) system, and business intelligence tools to gather and manage data from its own brands and third-party sources, says Siobhan Vinish, senior vice president of marketing and audience development.

Within the past year, Postmedia has begun using a data management platform that allows it to segment data based on ...


CNHI releases 222 native apps as part of new digital strategy

18 February 2015 · By Jason Maly

At CNHI, the strategic dilemma of WAP versus app was one that we’d carefully weighed over the past few years.

While it was clear that the overwhelming majority of mobile users were still accessing (and sharing) media content via mobile Web, there emerged a number of engagement opportunities on the native app side that became too compelling to ignore.

One of our largest audience initiatives of the last 18 months has been bundling metered digital subscriptions with print subscriptions, greatly streamlining the process by which subscribers access our content. For the first time, a single subscription would gain access across all platforms, and we had to retool our thought process on digital engagement accordingly. 

The first question became: How do we create a mobile destination where live news and digital replica e-editions are equally accessible, while optimising ...


Irish Times creates analytics team to drive reader-first strategy

15 February 2015 · By Jeremy C. Fox

Editor’s note: This is one of 17 case studies featured in INMA’s strategic report “Making Big Data Smarter For Media Companies,” released in December. 

The Irish Times was among the world’s first newspapers to go online, launching its first Web site in 1994. Today it continues its efforts to adapt to the changing digital environment for news, having established a new business analytics team in 2014. 

The key to growing audience and revenue is understanding more about readers, says Managing Director Liam Kavanagh.

“Our primary focus is on content and audience analysis — our content being our core product for readers to consume,” Kavanagh says. The company is analysing its content to determine the kinds of material that remain of interest to readers for more than a day or a week, enabling it to ...


Verlag Dierichs turns classified strategy into community strategy

09 February 2015 · By Harold Grönke

In these fast and furious times of real-time bidding and Big Data, we often forget that there are still some strengths within our old business models that can be developed or revived.

While we tell ourselves that classifieds are “dead” and keep heading for new shores, just type in this word in Google search. You’ll see that classifieds are still alive, just no longer possessed by us. They are, instead, growing strong with players like eBay.

To be honest, it was our fault that we lost them.

They were lousy printed, expensive to buy, hard to access for readers and advertisers, and never pampered with innovation. While we neglected them, companies like eBay ...


Grupo Clarín develops its Big Data strategy with different audiences in mind

08 February 2015 · By Jeremy C. Fox

Editor’s note: This is one of 17 case studies featured in INMA’s strategic report “Making Big Data Smarter For Media Companies,” released in December.

Argentina’s Grupo Clarín is developing its data plan and considering third-party data sources as well as software solutions, says Santiago Bozzano, an analyst in Grupo Clarín’s corporate strategy department.

In early 2014, the company began talks with several data vendors that also offer products such as search, analytics, sales, and advertising segmentation. 

The goal is to expand the company’s understanding of its audience and ...


Albuquerque Journal’s subscriber retention strategy focuses on membership, engagement

05 February 2015 · By Joseph Leong

Subscriber retention is an underdeveloped opportunity for most of us. At the Albuquerque Journal, we are focusing intently in this area.

Currently, we are developing two ideas with retention in mind: 

  1. A membership vs. subscription model.

  2. Measuring (and initiating) engagement with our readers.

Membership: The word “subscription” suggests one thing — home delivery of a printed newspaper. The term “membership” is relationship based and is more descriptive of the many benefits you’ll receive.

Besides home delivery, as a member, you also receive ...


Fairfax successfully uses Big Data to direct content recommendations, ad targeting

03 February 2015 · By Jeremy C. Fox

Editor’s note: This is one of 17 case studies featured in INMA’s strategic report “Making Big Data Smarter For Media Companies,” released in December. 

Australia’s Fairfax Media is using data to guide an array of interactions with users, says Andrew Lam-Po-Tang, Fairfax Media’ s chief information officer, chief technology officer, and director of group services.

Specifically, Fairfax is building propensity models to improve its content recommendations, with the goals of:

  • Increasing reader engagement and satisfaction.

  • Making subscriptions more appealing.

  • Increasing its advertising inventory.

Fairfax has also experimented with ...


What Grupo Nación’s physical reinvention means for its corporate culture

01 February 2015 · By Marcela Trejos

The physical architecture of the changes made at Grupo Nación, along with the decision to modify our work systems, produced a cultural change that highlighted opportunities for synergies and savings without affecting the quality of our products. Furthermore, it showed the potential for the integrated newsroom to actually improve them.

Grupo Nación from Costa Rica is composed La Nación (the main newspaper), La Teja (the popular daily), El Financiero (our weekly financial), plus several magazines and four radio stations partnered with Grupo Prisa.

A bit more than a year ago, we worked in six separate ...


Mktmedia increases digital advertising revenue with real-time bidding strategy

28 January 2015 · By Fredrik Strauss

Mktmedia is a joint business venture owned by six Swedish newspaper media groups, mostly newspapers with digital versions.

The media group’s main digital revenues today are from local advertisers. We believe that programmatic advertising has arrived and will continue to grow slowly, since it’s both a technology shift and a matter of how agencies and buyers are working today (read: manually).

Real-time bidding requires new skills and processes internally from buyers, which may take two to three years. In 10 years or so, I think we are all going to ask ourselves, “Why did we do so much manually before?” RTB saves time for both buyers and sellers.

2014 was the year we started to act as both sellers and buyers on the RTB market. It was a year of good learning — and good revenues!

Where we act as sellers

All unsold impressions are sold via our internal ad exchange, AdaptADX, with the aim of increasing digital revenues without cannibalising existing premium revenues.

During the last 12 months, volumes have gone from 3,000 to ...


About this blog

The Ideas Blog captures the practical discussions and case studies of news media company to grow revenue, audience, and brand. These case studies are written by INMA members for INMA members. Begun in December 2012, this content previously resided in Ideas Magazine; for an archive of past case studies, click here.

Blog editor

Dawn McMullan is the editor of the Ideas Blog and senior editor for INMA. If you are an INMA member and would like to contribute a case study, please contact Dawn directly by clicking here.


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