Episode 44 (which you can listen to in its entirety here) was so chock-full of information that I generated a companion article dedicated to each of these masterful marketers individually. In this Part 3 text companion, I summarize how Alysia Borsa raises the CMO bar by adding a "D" for Data to her title. As CMDO, she joined me to discuss the marriage of data and marketing at Meredith Corporation.
Borsa's dual-title was achieved by an unusual path to this role — best understood by the very evolution of publishing overall and Meredith Corporation specifically. While most of its 40 channels, or brands — fromPeople to Better Homes and Gardens to Real Simple — are steeped in a print-based history, Meredith is positioned now as an omnichannel organization and is the leading media company focused on women.
Its reach of over 180 million consumers is monumental, but the more impressive stat to me is that every month, it reaches 90. percent of all women in the U.S. Although print numbers are in decline — and at an end of an era for the MPA as it closes its doors this month as an evangelizing association and moves to lobbying only — Meredith has stemmed the tide using digital, OTT, and, yes, podcasts to reach about 150 million consumers.
The Meredith mission is to "engage women across platforms to inform, entertain, and inspire [them] to take an action. That's really what we are all about," Borsa explained.
The following topline has been edited for clarity and length. Subscribe to MediaVillage's Insider InSites (just named a top podcast for digital advertising professionals!) everywhere: Stitcher, Spotify, iHeartRadio, GooglePodcasts, Apple, TuneIn, and YouTube .