Customer Data Not Advertising To Save Papers?
An article in the Independent reports that News International has a database of 11 million British readers and plans to manipulate the heck out of it to save it from experiencing sector-wide decline. The database contains information on a large chunk of the 23 million readers of the The Times, Sunday Times, The Sun and News of the World papers.
Vanneck is managing director, Customer Direct, at News International, which means she is responsible for the management of all four of its national newspaper brands, across all the platforms on which they operate… Vanneck’s vision involves rejecting some of the perceived truths that have emerged elsewhere in the industry. She dismisses the idea that advertising is the only revenue stream that will matter, and she is sceptical of the value of those mass audiences which come in their tens of millions each month to the websites of many British newspapers. Instead of regarding the web as a threat to circulation revenue, she talks of a “seamless experience” where a brand performs diverse functions on different platforms and thinks the word “digital” is divisive and should be considered “defunct”.