The goldmine of reader data

Business publications have traditionally been very good at building up quality databases about their readership. The closed circulation approach has allowed them to target content and advertising very specifically to readers. When selling additional resources (such as market reports) they have always captured extensive additional data, enabling very effective lead generation and sponsored content insertions. When translating this to the online world, a similar focus on data has been used. An effective method is to create a videocast about an issue, sponsored by a brand, demand registrations in order to view it, and return these to the brand for further direct marketing. For example, Incisive Media’s IT Hound aggregates white papers on a variety of business issues, and requires user signup for viewing. Read more →