Agea's big data case is a reference in Latin America. The volume of known and registered audiences is the highest in Argentina. The Big Data team was created and managed from a business area, which makes it more efficient and quick responsive. In just 3 years we built a solid team, with great business successes and a strong support for the digital transformation that the Clarin newspaper needs. With almost 15 million registered profiles, we have to be very careful in the security and the way of using this asset to build trust and keep growing.
This session is about the evolution of the research demand client-side. It explains how clients are facing the internal dilemma of increasing demand for research vs shrinking budgets. Medium-large companies are internalising the research as much as possible, but the demand is increasing and budgets are low. The solution is to open the research division to the external, to generate new revenues that would help financially sustain the development of the department. In the last two years, several companies, especially in the media industry like SG360, Washington Post and The Economist to name a few, are opening their research department to external clients. During the session, we will present the case of Il Sole 24 Ore.
Social functionality has transformed the online news category. sharing via social networks and adding comments to articles creates a new dimension to how people experience current events. For example, readers generate six million comments every month on the Huffington Post, making it among the most social content sites on the internet. What has been missing to date is an understanding of how comments enhance or detract from the readers' experiences. to illuminate this void, this research used a ratings-based conjoint to disentangle 16 various attributes of user comments to create a standard measure for their marginal utility. This structure was then used to create a composite index of major news sites to determine the composition, and ultimately, the user value of each sites' comment base.
As magazines are increasingly delivered in multi-platform digital formats, and the internet continues to grow as an advertising medium, the convergence of these two trends leads buyers and sellers to seek one single source for media and consumer purchase information. This paper describes the development of a cross-media consumer database including the 'split-weights congruent fusion' model used while highlighting the many insights gained from this important product with numerous examples. A key benefit of this fused database is the ability of magazines and national newspapers to prove the strength of their combined audience over traditional and digital platforms.
ClarÃn, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, ClarÃn is experiencing readership declines among the younger audience segments. Because the younger generation is increasingly less interested in traditional newspapers, ClarÃn is poised to deliver news and information in new and different ways. The changes require a complete strategic development which will service the market over the next ten years. The client and agency implemented a working model integrating research into the corporate decision board and actively involving several areas of the company, research agency and a strategic consultant in a continuous process. This paper summarizes the structure of the working methodology for building a new editorial strategy to be used in both the short and long term.
This paper summarises the recent UK readership accumulation study conducted by NOP on behalf of NRS Ltd. Given the increase in time-based press planning, there has been an increasing demand for up-to-date information on the rate at which average issue readership accumulates. That demand has now been met in the United Kingdom by NRS Ltd and, prior to that in the United States, by a MRI study conducted in the late 1990s. This paper outlines the methodology employed and the modeling work that was undertaken to generate UK accumulation curves. The rates of accumulation are illustrated for each of the major UK newspaper and magazine genres and the results contrasted with those emerging from the US study. We believe that the findings from the UK and US studies will contribute significantly to the worldwide debate on readership accumulation issues.
This paper describes the Print Optimization Monitor (POM), a research tool designed to not only measure the affinity of certain target groups to individual magazines, but also those contents with an above average or below average opportunity of attracting attention within the magazines. Stating the obvious is that magazines and newspapers are mainly bought or subscribed to on account of their editorial contents. Therefore the editorial contents are in the focus of this new research tool, not the 'advertisement exposure probability'.
Many newspapers have a distinct and regular readership pattern across the days of the week, a function of general newspaper readership patterns and of differing editorial content. The current press readership model, based on 'average issue' measurement, does not adequately measure daily audience fluctuations. This paper addresses two issues: first the collection of the readership of daily newspapers and their supplements on a day-by-day basis; and secondly the use of that data to estimate schedule reach and frequency. The authors report how a 'bi-source' method of data collection was used in Sweden to estimate variations in daily readership levels and how the traditional binomial model used within the SESAME media analysis software was significantly modified to allow for conditional dependencies of reading a newspaper on successive days of the week and for the reading of the parent newspaper and its supplement.