The customer data publishers get from launching paywalls is potentially valuable to advertisers, but that’s something many publishers haven’t taken advantage of. Digital subscription data could be used to pinpoint select audiences within users, something Time Inc. is experimenting with in its new digital subscription strategy. However, The Washington Post has replaced user registration data with interest profiles, which chief revenue officer Jed Hartman says provides greater scale and allows the Post to target based on intent.
The post Why publishers are failing to monetize digital subscription data appeared first on American Press Institute.
from American Press Institute http://ift.tt/1SQfrGl
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