Several breakout sessions at the 2023 MFM Annual Conference emphasized the concept of "data as an asset" to media and entertainment companies, but none more so than the presentation by Joseph Gordon of The Los Angeles Times. Gordon provided an overview of how the publication collects first-party data from its subscribers and utilizes it in ways that enhance readers experiences and adds value to current and prospective advertisers. "Subscriber data is absolutely critical to the long term success of the organization," says Gordon. "And with increasingly tighter restrictions on the use of third party data, collecting, analyzing and applying information on our readers becomes even more important to the Times and to every other news organization in the United States."
In this follow-up interview, Gordon explains to MFM president and CEO Joe Annotti how the Times' in-house team utilizes data to improve subscriber satisfaction, attract new subscribers, and deliver tangible value to current and prospective advertisers. Moreover, he provides examples of the ROI the Times generates from its data collection efforts and explains how even the smallest publications can initiate such programs and enhance their chances of long term viability.
Watch their entire conversation above.
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