Magazine article Folio: the Magazine for Magazine Management

The Five Lowest-Hanging Fruits of Database Monetization: A Checklist of Quick Paths to Driving Revenue from Your Centralized Database

Magazine article Folio: the Magazine for Magazine Management

The Five Lowest-Hanging Fruits of Database Monetization: A Checklist of Quick Paths to Driving Revenue from Your Centralized Database

Article excerpt

LET'S FACE IT, building a centralized database is expensive. Maintaining it is expensive. So, as you begin to explore your options, keep these opportunities--courtesy of Pegg Nadler, principal of database consulting firm Pegg Nadler Associates, and former vice president of database marketing at Hachette Filipacchi Media U.S.--in mind for some quick paths to new or enhanced revenue streams that will recoup costs and bolster the top line.

1. LIST RENTAL REVENUE

"You can significantly impact the amount of revenue that can be made in the list rental generation of names. By finally collecting all these names together, you pair this with the ability to model to maximize the successful use of those names. Depending on the publishing environment, I also recommend putting e-mail names out to market. If you want the quick hit of putting them on the market, you'll see a boost in list rental dollars, and list rental revenue has been shrinking across the board."

2. E-MAIL COLLECTION

"Collect e-mails wherever they may be residing across the company. This is one of the newest aspects of database collection. They will be in all divisions, and invariably they won't want to share. They'll be dirty and out of date, but it's the best way to start. It means pulling them from the fulfillment house, sweepstakes promos, research activity, online activity and queries, letters to the editor, advertising promotions--everything. And then follow with aggressive e-mail appends on your actives and expires. …

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