Measure Loyalty to Increase Trial Conversions

by Matt Shanahan on January 13, 2012 in Behavioral Analytics, Subscriptions, Yield Optimization

While trials are a common mechanism for generating paying subscribers, trial conversion rates for most publishers are in the low single digits. The majority of users starting a trial do not have the budget or authority to convert into paying subscribers. Often times, the trial user is exploring or investigating, and most trial users become fence [...]

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Prospecting Up-sells with Behavioral Analytics

by Matt Shanahan on December 16, 2011 in Subscriptions

In paid content, one of the challenges for corporate sales is finding demand for content that can be monetized – finding a good lead. Our research shows one of the best sources for leads is within existing individual subscribers where several individuals are sharing the access to the paid content. The charts below show a [...]

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Engagement Rate is the Margin Squeeze in Digital Advertising

by Matt Shanahan on December 2, 2011 in Advertising, Revenue Performance Indicators

Engagement rate, the percentage of the audiences that consumes a particular piece of editorial content, creates the biggest squeeze on digital advertising profits.  The advertising profit contribution of media is defined by the advertising revenue produced from page views minus the costs to create the content and sell the advertising. Unlike print media that uses [...]

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The Digital Drop-off

by Matt Shanahan on November 15, 2011 in Advertising

Debates are surfacing on the transition strategies to digital publishing such as paywalls and social media. Strategies are usually characterized as a response to the democratization of distribution that increased competition and lowered barriers to entry, but there is a more fundamental disruption that occurred – the basis of monetization has changed. Digital has shifted [...]

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How Many Audiences Can You Measure?

by Matt Shanahan on November 7, 2011 in Advertising, Audience Development, Behavioral Analytics

Building on our original findings in 2010 about audience loyalty, scout® research has been looking into what creates loyalty.  Understanding the nature of loyalty, would obviously allow a publisher to nurture and grow the audience.  For instance, is a fan a fan because she reads all the homepage articles?  Or is she a fan because [...]

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The Faulty Comparison of “Analog Dollars” to “Digital Dimes”

by Matt Shanahan on September 30, 2011 in Advertising, Pricing

This post originally was written for and appeared in adexchanger.com. The comparison of “analog dollars” to “digital dimes” is often an attempt to explain that paltry digital revenue is coming from commoditized advertising prices.  When you dig deeper into rate cards, the reality is quite the opposite – digital rates are more expensive than print!  [...]

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The Real Price of Advertising

by Matt Shanahan on September 22, 2011 in Advertising, Pricing

Audience metrics are the key for publishers to increases prices and advertising revenue.  In fact, right now most publishers are charging more than they think for advertising, because who receives the page views dictates the real price of advertising.  But without the right metrics, they are not able to package and price their advertising inventory [...]

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