Fascinating article on Nieman Journalism Lab from Ken Doctor, author of Newsonomics, looking at how the Financial Times, its website and its business model take inspiration from internet retail and not publishing.
Internet retailing — think Amazon — seems like a very different business than publishing. In the endlessly measurable digital age, though, the parallels are striking. It’s not in what you are selling – books, electronics, or news stories – it’s what you know about your customers, their habits and wants.
(…) In addition, analytics support the FT’s eight-member strategic sales team as it customises marketing approaches for firms and their agencies. Grimshaw says that by early 2011, advertisers themselves will get some access to FT audience data.
- #MarketBriefing: How the FT is measuring its shift to mobile
- #GEN2012: Inside an analytics-driven French newsroom
- AOP: RBI takes four prizes at Digital Publishing Awards 2008
- #MarketBriefing: How audience measurement has increased digital revenues for Incisive Media
- Analytics to help news sites understand the mobile audience