Published Articles

PERSONALIZE YOUR BUSINESS MODEL

My byline in MarTech advisor on personalization of content (pay) walls. This is effectively personalization of the business model to your audience segments. You think that first time visitor from Facebook is going to convert on your paywall? Nope, but you can expect much higher conversion rates by offering them something lower hurdle, like a 7 day guest pass in exchange for their email address.

How Publishers Can Use Personalization to Increase Subscriptions

Subscribers vs. Subscriptions

My byline on iMediaConnection about the revenue benefits of increasing the number of subscriptions, on top of getting new subscribers. Or said another way, drive your engaged audience to subscribe to more than one newsletters. The more subscriptions you have (per subscriber) the more revenue you generate at all levels of the monetization funnel. Give your subscribers multiple, category-based newsletters to choose from, and cross promote. A corollary to this is that having one (personalized) newsletter to “rule them all” is bad for business. It may sound glib, but the more email you send, the more revenue you generate.

Forget Subscribers: It’s All About Subscriptions

PERSONALIZATION DOESN’T SOLVE THE REAL PROBLEM

1-to-1 personalization was nearing the end of the marketing hype cycle, when it suddenly morphed into something-something Artificial Intelligence. Regardless of how it is actually implemented, personalization is not the solution to publishing industry’s main problems: how to counter decreasing advertising CPMs and how to take back control of their audience from the platforms. At best, personalization can increase engagement of already engaged subscribers. As a solution, it’s got more in common with the “show more ads on the page” strategy for increasing revenue than it does with something that can actually change the course of publisher business models.

I expand on this in my contributor post at the Association of National Advertisers: The Truth Behind Personalization: Why It Doesn’t Solve Publishers’ Biggest Problem