Don’t make reader segmentation too complicated. This was a key takeaway from this year’s INMA World Congress of News Media for Xavier Van Leeuwe, director consumer market for TMG Media.

“Don’t segment too much. Just do the big stuff. Swing at every ball that comes to you,” Van Leeuwe said.

“In terms of a propensity model, basically you want to understand how you raise the frequency,” Van Leeuwe continued. “Once they are converted, how do you first understand what drives habit and then actually throw that at everybody as well. We tend to make things too complicated.”