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#MarketBriefing: How audience measurement has increased digital revenues for Incisive Media

B2B publisher Incisive Media’s improved understanding of analytics has resulted in an increase in digital revenue and profit over the past two years, according to Jon Bentley, head of online commercial development.

Bentley told a conference on ‘audience revenue tools for online publishers’ today that Incisive has achieved an average of 10.34 minutes “dwell time” on its “gated” paid subscription sites, when the average dwell time is  7.55 minutes, according to analysis by AOP.

So what does Incisive do differently?

It measures analytics closely, both for subscription sites and those which do not require readers to pay, Bentley explained. In an introduction to the event, Patrick Smith, editor and chief analyst of TheMediaBriefing.com had put forward this idea saying:

It’s only through the measurement and analytics that you realise who might pay and why they might pay.

Incisive uses Web Analytics and Google Analytics and is starting to talk to Scout Analytics. Bentley detailed what Incisive has done over the past two years to improve the understanding of the audience:

  • It has improved governance and reviewed all analytics.
  • Defined and re-defined the business needs. It has done this by talking to people within the publishing business.
  • Incisive re-wrote its tagging strategy, technically categorising content types.
  • Integrated digital and offline data, merging email and web databases.
  • Developed communications.
  • Set up regular reviews.

The monthly analytics review “clinics”, which feature those from the web, commercial and editorial teams sitting round a table, are “probably the most successful thing we’ve done”, Bentley added.

As well as looking at unique users, page impressions, visits, active email addresses, – which are “one of the most valuable indicators you have” – Incisive also focuses on the sell-through rate, which “is one of the key indicators for revenue”.

Bentley echoed Patrick Smith who said earlier that “the measure of success is no longer about reach”.

It matters but who readers are and what they do is just as important.

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#paywalls12 – Niche content paywalls: three success stories

February 23rd, 2012 | No Comments | Posted by in Events, Paid-for content

The journey from print to digital is “a bit like making trains that float, in case they need to go back on the canal,” Steve Hewlett, Guardian columnist and presenter of BBC Radio 4’s Media Show.

His analogy came at the opening of today’s Paywall Strategies event, which Hewlett is chairing.

Three niche publishers spoke on the panel, along with Tom Whitwell from the Times.

For B2B publisher Lloyd’s List Group, publisher of the 277-year-old daily print newspaper Lloyds List ,which specialises in shipping and commodities news, “Print comes third behind mobile and web,” Adam Smallman said.

“We have sought to provide bloody fantastic content. That’s our paywall strategy,” he added.

Lloyd’s model is a high-price subscription which companies pay, providing access for their employees.

Out of the 7,000 subscribers, 4,000 receive the daily print copy.

A huge focus for the Lloyds List Group is the merging of data and journalism. Smallman illustrated how data led to a story which saw him interviewed on each major US network after last month’s sinking of cruise ship the Costa Concordia.

Data collection meant Lloyds was able to report that the ship had previously come even closer to the island off which it sank, coming within 230 metres of land last year.

Another niche publisher on the panel was Incisive Media, which owns a range of specialist titles.

Jon Bentley, head of online commercial development, said 65 per cent of people who come to Incisive sites never come back. “Therefore focus on your fans who do return,” he recommended.

And those who do not return look at just 2.6 pages per visit, compared with 7.11 pages viewed at by “customers”.

Their aim is therefore to convert readers from “fly-by to fan”, Bentley said, explaining it can be tough with just 5 per cent taking up a trial.

Rob Aherne, of Haymarket Media Group, talked about a different type of niche content: motorsport titles.

The sites – Autosport, Motorsport News and Castrol EDGE World Driver Rankings – have 1.1 million users viewing 20 million pages a month.

“Our paywall has saved us as a business,” he proclaimed.

After trialling a free model and a hard paywall, they have settled on a “freemium” option, with some free content and readers asked to ay £5.50-a-moth for additional content. Those who buy the magazine get a digital subscription included.

So what will people pay for? “Words and pictures – and it is all ad free,” he explained.

Just 1 per cent of readers pay to access content, but those account for 11 per cent of site traffic. “They are loyal, they are engaged,” Aherne added.

The motorsport titles break news outside the wall, but provide content for deeper engagement behind the wall.

Readers subscribe because “they want to know more than the bloke next to them in the pub,” Aherne said.

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#PPAconf: ‘Let’s make sure we do the paid content thing well’

May 4th, 2011 | No Comments | Posted by in Business, Events, Magazines

The final session at the PPA Inspiration & Innovation digital publishing conference today returned to the now common discussion of how publishers can, and should be, developing digital revenues.

Neil Thackray, co-founder of Briefing Media opened up the debate by urging publishers not to repeat what he called a “monumental cock-up” in terms of making money through online advertising. “Let’s make sure we do the paid content thing well”, he said.

But this begs a question that remains unanswered for many: how exactly? Well the main pieces of advice were for publishers to take their time in developing strategies and new digital products, to use the unique content on offer, and not to simply regurgitate online content on new digital platforms. But overall in developing new revenues and products such as mobile, Thackray summed up, it is about putting the reader at the centre of what you do, not the brand or magazine.

And understanding these readers is key, the panel agreed, as fellow panel member Rob Grimshaw, managing director of FT.com, was able to demonstrate.

According to some of the latest figures the FT website saw a 79 per cent year-on-year increase in registered users in 2010, taking the total to more than three million. There has also been a reported 50 per cent increase in digital subscriptions on 2009, with 207,000 registering, and 900,000 downloads of FT apps on mobile phones and tablet devices for the period.

And now it is planning on using this vast data, which it has accrued as a result of its business model, to improve and inform the editorial content offered to its users – and that’s through personalised news.

It is about using insight to power the delivery of the content on the site. We have a fantastic rich picture of what our readers like about the content, how they consume it, and we have an opportunity to use that insight to deliver to people the content that they want.

I caught up with Grimshaw at the end of the panel debate to hear more about the plans:

Listen!

Similarly John Barnes, managing director of digital at Incisive Media – and who is speaking at news:rewired, noise to signal later this month – echoed the value of knowledge when it comes to the audience.

I think business-to-business publishers went after the numbers and lost sight of the fact we should have a deep knowledge of our readers.

With the proliferation of platforms and operating systems, technology can make you a busy fool. For example we hear about digital magazines or iPad apps – what is the right way to go? Well maybe the right way is to not go quickly, or not at all.

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Media Week: Incisive Media near to agreeing debt-for-equity deal

August 18th, 2009 | No Comments | Posted by in Editors' pick, Journalism, Magazines

“Incisive Media, the owner of magazines including Accountancy Age and Computing, is near to agreeing a debt-for-equity deal that would give 25 per cent ownership of the firm to its management,” reports Media Week. Private equity firm, Apax Partners, currently owns 59 per cent; Caledonia Investors and Ingenious Media also have stakes in Incisive.

Full story at this link…

(via paidContent:UK)

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Rory Brown: What next for the B2B media industry?

December 17th, 2008 | 3 Comments | Posted by in Editors' pick, Magazines

Rory Brown, former managing director of the interactive marketing division of Incisive Media, shares his thought about the future of business-to-business publishing. “Yes, big media is clearly struggling – and not just because of the economy – but because, in the main, their whole corporate structure is set up for a very different era,” he says.

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Press Gazette: 20-30 redundancies announced at Incisive, including Investment Week editor

November 12th, 2008 | No Comments | Posted by in Editors' pick, Jobs, Magazines

Incisive Media has completed its redundancy consultation, reports Press Gazette. Between 20 and 30 editorial jobs will be cut – about half the number initially suggested.

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AOP: RBI takes four prizes at Digital Publishing Awards 2008

October 2nd, 2008 | 1 Comment | Posted by in Online Journalism

Reed Business Information (RBI) won four of the 16 awards handed out at last night’s Association of Online Publishers (AOP) Digital Publishing Awards.

The publisher was named best online publisher in the business field for the second year running, as well as picking up prizes for best business website, best B2B online community for Farmers Weekly Interactive, and best online advertising sales team in the business category.

Sky News’ website was awarded the gong for best consumer website, while parent company BSkyB was named best consumer publisher online.

The Guardian picked up an accolade for its Katine project and FT.com for use of video online.

The full list of winners (courtesy of a release from the AOP):

Launch 2008 award – Guardian News and Media for www.guardian.co.uk/katine

Editorial team (business) – Accountancy Age, Incisive Media

Editorial team (consumer) – NME.com, IPC Media

Research & insights project – The Origin Panel – Women’s Space, IPC Media

Online advertising sales team (consumer) – Future Publishing – digital agency team

Online advertising sales team (business) – RBI e-newsletters

Innovation 2008 award – Financial Times, Mockingbird Model

Cross-media project – WKD Nuts Football Awards, IPC Media

Commercial partnership – Ford Bite, Channel 4

Use of video – FT.com

Mobile site – Sun Mobile, News Group Newspapers

Online community – Farmers Weekly Interactive, RBI

Best website (business) – XpertHR.co.uk, RBI

Best website (consumer) – Sky News, BSkyB

Best online publisher 2008 (business) – RBI

Best online publisher 2008 (consumer) – BSkyB

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Media Week: Publishers to use targeted ad service

September 3rd, 2008 | No Comments | Posted by in Advertising, Editors' pick

Media companies such as Trinity Mirror, Incisive Media and Global Radio have signed up to iSense Network, a targeted ad service for online.

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Full shortlist of Association of Online Publishers award nominees

The full list of nominees for this year’s AOP awards, which span 16 categories (courtesy of the AOP):

Launch 2008
Guardian News and Media – guardian.co.uk/katine
Hearst digital – allaboutyou.com
IPC Media – Goodtoknow
James Publishing Ltd – World Reviewer
Redwood – www.yourfamily.org.uk
Channel 4/Zone – Channel 4 Food

Editorial Team – Business

Building – Building.co.uk
Centaur Media – thelawyer.com
CNET Networks UK – silicon.com
Dow Jones & Company – eFN.com
Incisive Media – Accountancy Age
Incisive Media – Legalweek.com
Reed Business Information – PersonnelToday.com
Reed Business Information – XpertHR.co.uk

Editorial Team – Consumer 2008

BBC Worldwide – bbcgoodfood.com
Financial Times – FT.com
Guardian News and Media – guardian.co.uk/sport
IPC MEDIA – nme.com
IPC Media – Nuts.co.uk
Sky News – Sky News Online
Trinity Mirror – Gazette Communities

Research & Insights Project 2008

Guardian News & Media – GNM Total Audience
IPC Media – IPC Media for The Origin Panel – Women’s Space
ITV Online – Ad Innovations-Itv.com
Orange UK – Exposure – Orange UK
Reed Business Information – Travolution
Trinity Mirror – ARRON 2007/2008 Digital Audience Research

Online Advertising Sales Team – Consumer 2008
Bauer Media – Bauer Media Digital Sales Team
Channel 4 – Channel 4
Financial Times – FT.com
Future Publishing PLC – Future Publishing – Digital Agency Team
Guardian News and Media – guardian.co.uk Ad Sales Team
Haymarket Consumer Media – whatcar.com
ITV Online – www.itv.com

Online Advertising Sales Team – Business 2008

CMPi – Building Magazine Online Commercial Team
Incisive Media – Accountancy Age Integrated Sales Team
Redactive Media Group – People Management online sales
Reed Business Information – RBI Job Sites
Reed Business Information – RBI e-Newsletters
UBM – BD & Building Virtual Careers

Innovation 2008

Financial Times – Mockingbird Model
Guardian News and Media – Guardian Publisher Network
ITV Online – Interactive Vouchering – Coronation Street and Harveys Furniture Store
Lonely Planet Publications – Lonely Planet Audio Phrasebooks for iPhone (and iPod Touch)
Jobsite (Assoc Northcliffe Digital) – BeMyInterviewer.co.uk
Lulu Enterprises UK – Lulu.com
TSL Education – TES Resource Bank

Cross-Media Project 2008
CMPI – www.thepublican.com/proudofpubs
Guardian News and Media – British Gas Greener Living Partnership
Incisive Media – Young Professional from Accountancy Age
IPC Media – The WKD Nuts Football Awards
Reuters Media – Bearing Witness: Five Years of Reporting War in Iraq
Seven Squared – ASOS ON FACEBOOK
TelecomTV – Mobile Planet
Times Online – Times Archive

Commercial Partnership
Bauer Media – Bauer Media Zoo Royal Marines 2008
Bauer Media – FHM / Nivea for Men Really Useful Guide
Channel 4 New Media – Ford Bite
Financial Times – Financial Times SST Commercial Partnership 2008
Incisive Media – Adviser Academy – IFAonline and JPMorgan
Reed Business Information – New Scientist Visions of the Future with UniversalMcCann for Microsoft
Telegraph Media Group – Telegraph Media Group and Cisco
VideoJug – Microsoft Office 2007 “It’s a new day, It’s a new office” VideoJug Series

Use of Video 2008
BBC – BBC News website
Channel 4 – Embarrassing Bodies
Financial Times – FT.com
Guardian News and Media – Zimbabwe election: The stolen ballots
IPC Media – NME.COM Video
News Group Newspapers – Sun TV
TelecomTV – TelecomTV
Telegraph Media Group – Telegraph TV

Mobile Site 2008
Brownbook Limited – Brownbook.net
Channel 4 – Big Art Mob
CondéNet UK – Glamour Mobile
CondéNet UK – GQ Mobile
Lonely Planet Publications – Lonely Planet m-site
News Group Newspapers – Sun Mobile

Online Community 2008

National Magazine Company – www.runnersworld.co.uk
News Group Newspapers – My Sun
Reed Business Information – Farmers Weekly Interactive
The National Magazine Co – www.babyexpert.com

Website 2008 – Business

Dow Jones & Company – eFN.com
Faversham House Group Ltd – www.edie.net
MarketClusters Ltd – StrategyEye
Reed Business Information – Hairdressers Journal Interactive
Reed Business Information – XpertHR.co.uk
Reed Business Information – Bankersalmanac.com
Reed Business Information – Farmers Weekly Interactive
TSL Education – www.tes.co.uk

Website 2008 – Consumer

Associated Newspapers Ltd – Mail Online
BSkyB – Sky News
Guardian News and Media – guardian.co.uk
IPC Media – marieclaire.co.uk
IPC Media – nme.com
National Magazines Company – youandyourwedding.co.uk
News Group Newspapers – Sun Online
VideoJug – www.videojug.com

Online Publisher 2008 – Business
Dow Jones & Company – eFN.com
E-consultancy.com – E-consultancy.com
Reed Business Information – Reed Business Information
RICS – RICS
TSL Education – TSL Education
Wildfire Communications – Wildfire Communications Ltd

Online Publisher 2008 – Consumer
Associated Newspapers Ltd – Associated Northcliffe Digital
BSkyB – BSkyB
Hearst digital – Hearst digital
IPC Media – IPC Media
Microsoft – MSN UK
News Group Newspapers – Sun Online
Telegraph Media Group – Telegraph Media Group

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PPA Magazines 2008: Grazia scoops PPA magazine of the year award

May 8th, 2008 | No Comments | Posted by in Journalism

Grazia was crowned consumer magazine of the year at last night’s PPA awards, with Incisive Media’s Legal Week named weekly business magazine of the year.

Brand Republic was chosen as the best non-subscription business website and Workplace Law Magazine’s site the best paid for.

Elsewhere Reed Business Information (RBI) title New Scientist picked up the interactive consumer magazine of the year award, beating competition from Nuts, InStyle and Empire.

For a full list of the award winners visit the PPA’s magazine conference 2008 website.

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