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ata is everywhere. Consumers
are socially active, FitBit wearing,
stat tracking (and oversharing)
humans flooding the market with personal
data for those willing to reach out and use
it. They’re your audience, your customers,
and your prospects.
As a business practice, are you taking
advantage of what they’re sharing? More
importantly, are you asking for information
in exchange for opportunities, products or
services? If so, you’re on the road to being
a Datasexual: “stewards of data who eat,
breathe, drink, and LIVE data.” (Metrics
Insider: “Data Saves the CMO” by Michael
If not, you can be. Becoming a Datasex-
ual changes the way you connect with your
audience and deliver for your advertisers.
In the August 8th LMA webinar: “Are
You A Datasexual?” Presslaff Interactive
Revenue’s Kirsten DiChiappari highlighted
media companies who are measuring the
success of editorial content through sur-
veys, supplying relevant data and oppor-
tunities to their advertising partners and
delivering relevant offers to their users.
It all starts with the data. And the data
all starts with an email address. In order
to sign up for almost anything online, one
must provide an email address. It’s the
Social Security number of the digital world.
It’s also important to collect first and
last name, zip code, gender and age. If
just these few questions are the founda-
tion of your database, you’re on your way
to becoming a Datasexual, with valuable,
Here’s why this data is important :
Flash forward to Valentine’s Day 2016.
Imagine email marketing to your male
audience about gift ideas for the "hers" in
his life. Or vice versa. Email Address +
Gender opens a world of opportunity for
Or, talking to clients about their trading
zone area? Participating in a live event?
Use the zip code data to target prospects
inside a zip code radius. Use that one zip
code data point to show clients the regis-
tered, engaged audience you have right in
their area. Email based on zip code filters,
targeting the right people with the right
Do you know your audience’s birth-
dates? Are you wishing them a happy
birthday, complete with an email offer?
Birthday data provides a strong relation-
ship builder and revenue generator.
First and last name provide personal-
ization opportunities, (as well as the ability
to confirm contest winners!)
Here’s how you collect the basics and
Contesting is a powerful way to build
databases and audience engagement. But
don’t miss the opportunity to collect valu-
able market research and insights, as well.
Experiment with this practice: Dig
deeper than enter-to-win contests. Ask
your entrants two or three questions rela-
tive to your sponsor. Share this data with
your advertisers to help shape business
practices and product development.
Datasexuals are here to stay. Businesses
want, in fact are expecting, trackable, mea-
sureable, actionable information about
their consumers. Consumers are expecting
it too, in the form of the right message at
the right time with the right content.
Follow the simple steps outlined in this
article and then YOU, the Datasexual, will
become the must-have marketing partner.
The one who speaks in multiple data points
and converts them into dollars.
Are You a Datasexual?
Webinar presenter and author of this
article, Kirsten DiChiappari is the Marketing
Specialist at Presslaff Interactive Revenue.
She joined the company in December
2014, coming from years of experience as
a marketing consultant and digital sales
director in the small business, newspaper
publishing and radio broadcast industries.
Kirsten’s focus is launching, training and
executing new and creative ways to collect
data and generate recurring revenue.
If you would like to learn more about
the benefits of collecting, unifying and
maximizing your data, contact Kirsten at
Marketing Specialist at
Presslaff Interactive Revenue
sponsored webinars are
one of the most valued
member benefits and, making them an
ever better tool, most are free and all are
archived. That means you can access them
at anytime to glean important lessons
on a vast array of pertinent topics. Many
managers also opt to use the webinars as a
training tool for staff members.
The majority of LMA webinars are
“quick bites” which means they’re just 30
In addition to Kirsten’s August 8th
Datasexual webinar mentioned in above
article, recent webinars that are archived
and available FREE to LMA members are:
More Than Cat Videos
Presented by Dena Levitz, Author,
"Content Disruptors: More Than Cat Vid-
eos", on August 11
It Takes More than Impres-
sions: How to Build an Inte-
grated Digital Campaign
Presented by Stephen
Warley, Digital Revenue
Consultant, on August 20
Make New Social Media
Platforms Work for
Presented by Shannon Kinney, Found-
er and Client Success Officer, Dream Local
Digital, on August 25
How to Motivate your Sales Team
Presented by Colleen Brewer, Presi-
dent, Brewer & Co., on September 3
Local Lists: Creating
Presented by GateHouse Media’s Cen-
ter for News & Design, on September 15
Fast Forward: Video is on a Roll
Presented by Beth Lawton, social
media/content marketing strategist and
author of the industry white paper report
of the same name, on September 17
All webinars are found at www.lo-
calmedia.org/webinars. New webinars
are scheduled frequently. Check
back often to register for upcom-
ing events and watch your
inbox for announce-
Spend a Half Hour - Learn A Lot
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