John Wilpers, editor of the FIPP Innovation in Magazine Media 2015-2016 World Report offers advice for gathering, organising, analysing, interpreting, and acting on data:
• Collect the traditional measures (page views, unique visitors) because advertisers still like those
• Collect social share data (Facebook posts, shares, retweets, Pinterest pins, etc.) because they demonstrate some level of engagement and contact with non-subscribers/followers
• Collect the newest measures (total time reading, attention, etc.) because they might actually reflect impact and predict behaviour
• Collect the classics (conversions, subscriptions, etc.) because they demonstrate loyalty and commitment
After collecting the data, apply them as appropriate against your biggest challenges and goals (subscriptions, new products, interactions, conversions, return visits, etc.).
Interpret what the data says about your performance in each case and what the data suggests in terms of improvement. Develop an action plan including various tests of your hypotheses that can be proven or disproven by subsequent data.
And then do something with it, because most publishing companies don’t. Almost every publishing company collects and reports data, but too few outside of the mega-publishers have teams (or individuals) tasked with the responsibility to analyse, interpret, and make strategic recommendations based on data.
Wilpers concludes: "In fact, data analysis and interpretation should be the top action item on the agendas of every editorial and advertising meeting. The first order of business should be to examine progress against short-, medium- and long-range goals as indicated by the data, and discuss what the data suggests in terms of strategic and tactical pivots."
Kevin Lawrence, leadership coach and acclaimed author, has joined the speaker line-up for the FIPP World Media Congress 2019.30th May 2019 FIPP News
The FIPP World Media Congress 2019 will bring a host of high-profile speakers together in Las Vegas later this year to discuss the issues facing magazine media. But, as FIPP CEO James Hewes and event Chair Linda Thomas Brooks explain, it aims to offer a whole lot more too…28th May 2019 FIPP News
Hearst, Burda, Red Bull, Playboy and Trusted Media Brands are the latest speakers to be announced alongside the draft agenda for the FIPP World Media Congress 2019.23rd May 2019 FIPP News
There’s no substitute for live event attendance. Away from your day-to-day environment and in the company of peers and experts, the opportunity to reflect, learn and build relationships is unmatched. Of course, these opportunities come with a cost. With budgets under an ever-increasing level of scrutiny, getting the most from your expense spend is a no-brainer. If you’re planning to join us in Las Vegas this year, here are some budget saving tips that will help keep costs under control.13th May 2019 FIPP News
For over 50 years, Rolling Stone has been iconic in its coverage of music and popular culture, political journalism and commentary. From the Beatles' Magical Mystery tour to Shawn Mendes, Rolling Stone has covered the greatest rockstars, the hottest celebrities, the biggest political stories. Called a 'counterculture bible' by The New York Times, the magazine has launched careers, defined what was cool, inspired a rock song, been embroiled in controversy, and over the last two years, found a new home with Penske Media Corporation.17th Jun 2019 Features
Despite popular belief, subscriptions and paywalls will not be the silver bullet most digital publishers have been waiting for. Instead, publishers should be exploring innovation in digital advertising formats, said Jessica Rovello, co-founder and CEO, Arkadium, USA, at this year's Digital Innovators' Summit in Berlin. She proposed four new formats as a good place to start.17th Jun 2019 Features
Condé Nast International today announced the launch of Vogue Business Talent, a curated recruitment platform for professionals seeking opportunities with the world’s leading fashion brands. The new platform, launching with selected opportunities in London, New York, Paris, Milan and Hong Kong forms part of Vogue Business, the online B2B publication launched in January 2019.12th Jun 2019 Industry News
A little under half of the people in the United Kingdom and Finland said they first referred to news websites or apps when using a smartphone for news, according to Reuters most recent Digital News Report. While around half of people in the United States and Italy said they used social media and messaging apps when initially engaging with news on their smartphones.17th Jun 2019 Insight News
Hearst UK has commissioned a comprehensive piece of research with Theobalds Road, on the power of positivity. According to the research, people with a positive outlook on life are much more open minded and purposeful, and much more receptive to commercial messages. Thus, making them a key audience for advertisers.11th Jun 2019 Insight News
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