Gone are the days when publishers didn’t need to know that much about their audience. Take the publisher of a women’s health magazine. The fact their readership comprised women interested in health and wellness issues was all they needed to sell magazines, subscriptions and advertising space. But it’s not that simple any more.
Companies wishing to target their audience want to be more on point. Take the health food manufacturers, beauty companies and sports clothes retailers that are potential advertisers in this women’s health magazine. They might want to target high earners, or women who have specific health issues or sports interests, or those with children.
And it is starting to go much deeper than that. Publishers and media companies have to provide more insight into their audiences’ behaviour, tastes, purchasing power and – importantly – how they engage with the publication. As such, efficiently executed audience management – and audience profiling – has become a key weapon in the armoury for publishers and media companies.
So how do you create effective audience profiling? Four steps:
There is no silver bullet to effective audience profiling, but CRM will put you on the right track and help you to work smarter. And with increasing competition for advertising spend in the publishing world, having a clear picture of your audience has never been more important.
To learn more about how CRM can help you manage your audience, read our white paper How media and publishing companies can improve audience management or contact one of our team on: +44 118 3030 100
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