The future of audiences

1. Future of Audience(s)
The ROUNDTABLE | Vail, CO
August 26th, 2016

2. To envision our future we must
first understand the past

3. 1993
 First edition of The ROUNDTABLE held in Snowmass Village
 A gathering to discuss and debate the opportunities surrounding database marketing
Tom in August, 1993 Daniel in August, 1993

4. “Revenue follows audiences”
Bob Gilbert, VP/Audience, Morris Publishing Group

5. Facebook Growth (2005-2015)
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Active Users (in 1000s)
Source: Techcrunch.com

6. Facebook Growth (2005-2015)
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Active Users (in 1000s) Total Revenue (in 1000s)
Source: Techcrunch.com

7. Facebook vs U.S. Newsmedia (2005-2015)
0
10,000
20,000
30,000
40,000
50,000
60,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Active Users (in 1000s) U.S. Newsmedia Paid Subscribers (in 1000s)
Source: Techcrunch.com
Newspaper Association of America

8. U.S. Newsmedia (2005-2015)
0
10,000
20,000
30,000
40,000
50,000
60,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
U.S. Newsmedia Paid Subscribers
Source: Newspaper Association of America

9. U.S. Newsmedia (2005-2015)
0
10,000
20,000
30,000
40,000
50,000
60,000
0
10,000
20,000
30,000
40,000
50,000
60,000
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
U.S. Newsmedia Paid Subscribers Total Revenue (in 1000s)
Source: Newspaper Association of America

10. The long-term prosperity of newsmedia will be
determined not by how much you can charge for
your content…
…but by how much you know about your
customers and your customers’ customers.

11. What do we know?
Core Operational Systems
• Name/address
• Tenure
• Frequency
• Price
• Source
• Products
• Credit status
• Vacation schedules
• Complaints/satisfaction
E-Commerce/Deals
• Email address
• Shopping preferences
• Consumption behavior
• Price sensitivity
Data Management Platforms
• Content engagement
• Frequency
• MAC/IP address
Digital Registration
• Email address
• Channel preference
• Content consumption
Contests/Events
• Lifestyle interests
Loyalty Platforms
• Lifestyle interests
• Content preferences

12. What else can we know?
Demographics
• Name/address/phone
• Age/gender/ethnicity
• Marital status
• Occupation/education
• Hispanic language preference
• Number of children/ages
• Political party
• Homeownership/home
value/type/age
• Length of residence
Other
• Vehicle interest/car
buyer/number
• Channel preference
• Online purchaser
• Direct mail purchaser
• Military veteran
Lifestyles
• Dog/cat owner
• Culture/arts/collectibles
• Fashion
• Camping/fishing/hunting/shooting
• Gardening
• Gourmet cooking/food
• Travel – foreign/domestic
• Home video games/computers
• Bicycling/boating/golf/tennis/skiing
• Home furnishing/decorating
• Home improvement
• Fitness/running
• Casino gambling
• Sweepstakes/contests
• Wines
Merchant Customers
• Content engagement
• Frequency
Voter Registrations
• Party affiliation

13. Definition of “customer”
Address-based
distribution model
User-based content
access model

14. Meet Mary
Mary Smith
40 Cove Road
Stonington, CT 06371
Consider all the ways you
“touch” Mary across your
portfolio of print and
digital products – and
what those touchpoints
might tell you about her.

15. Audience(s) are built with data
Mary Smith
40 Cove Road
Stonington, CT 06371
44 years old
HH Income > $150,000
Active Friday-Sunday
print subscriber
High-value customer at
Bed, Bath & Beyond
Six daily deals
purchases since 2011
Attended Home
Show in August
Signed up for mobile
breaking news alerts
Registered for weekly
Wine & Dine e-newsletter
Participated in Home
Makeover Contest
Acxiom Lifestage:
Mature Wealth
Scores high for
Online Purchasing
Prefers email to
direct mail
Interest in Community
Digital content: real
estate, finance
Four free ticket offers
redeemed this year
msmith123@gmail.com
Married with
children 8 and 12
Interest in Home Decor
$847 in total revenue
in past 3 years
Donated $800 to
United Way last year
Enterprise
Data
Warehouse
Subscribers
Data
Management
Platform
User
Registration
Newsletters
Deals
Contests &
Events
Loyalty
Merchants
Demographics
Voter
Registrations

16. Monetizing Mary
Mary Smith
40 Cove Road
Stonington, CT 06371
Question: How many times can you be paid to
deliver timely, relevant, personalized and
channel-optimized communications to “Mary”
by your merchant community?
Answer: It is entirely dependent on how much
you know about Mary…i.e. how many
audiences she belongs to.

17. We are in the business of
connecting buyers with sellers

18. Faculty
 Wendy Hurwitz, VP/Audience, Sightline Media Group
 Kurt Caywood, VP/Audience, Florida Times-Union
 Mark Medici, SVP/Audience Strategy & Revenue, Cox Media Group