Magazine article Information Today

Outsell Scout Analytics: A Strategic Partnership

Magazine article Information Today

Outsell Scout Analytics: A Strategic Partnership

Article excerpt

Got content? Then you're sure to want to know how it is being used and just who is using it. The recent flurry of reports that elevated web analytics to the top of the content providers' collective agenda says it all: Content providers simply need more basic information about their users' habits, needs, and interests to meet their changing demands. For example, the American Press Institute reports that 60% of newspaper executives are pondering their options for paid content, although 90% of them do not currently charge fees. Likewise, Forrester's report, titled "Publishers Need Multichannel Subscription Models," contends that most consumers (80%) wouldn't access newspaper and magazine content online if they had to pay a fee. And if they had to pay such a fee, consumers also report that only 3% of them would prefer to have micropayments to access a publisher's content.

So what is a content provider to do? Outsell, Inc. and Scout Analytics have now teamed up in a strategic partnership to help online content providers boost revenues with a new service called Outsell Scout Analytics. This subscription service, which is built on the Scout Analytics platform, reveals opportunities that can reportedly increase subscription revenues by about 10% to 15%.

"With the number of ads migrating from print to digital, content providers need to find other options," says Anthea Stratigos, CEO and co-founder of Outsell, Inc. The nature of content is changing too, she says. There is no one-size-fits-all option any more. Consumers want choices. "The wave of the future is unleashing content in a variety of containers, from books to Kindles and from mobile devices to laptops," she says. Not only that, but hundreds of newcomers to the content industry will be pursuing a fixed budget for marketing and advertising dollars, according to an Outsell study released at the end of 2009.

But one of the basic tenets in all the studies is the uncertainty of who is willing to pay for content and why. "I'm not surprised," says Louise Garnett, vice president of Outsell Scout Analytics. "Consumers are willing to pay for some content such as medical information, movies, ring-tones, apps for their handhelds," she says. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.