Newspapers Turn To Analytics to Increase Revenue and Subscribership

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Marketers at daily newspapers use analytical tools to segment successful target audiences, maximize customer loyalty and retention.

By automating our campaigns with G2 Discovery, marketers can focus on strategic manoeuvres as opposed to spending time crunching the data, involving IT and doing data related administrative tasks

Alterian (LSE:ALN), the leading integrated marketing platform provider, announced today several success stories from newspapers organizations using G2 Discovery powered by Alterian. Available through partner Marketing G2, key organizations within the newspaper industry are leveraging G2 Discovery to create multi-channel campaigns and generate new revenue.

As newspapers and publishing companies continue to announce cutbacks, media are digging into the trenches and taking an about-face approach with marketing campaigns. With marketing departments experiencing the first hit with staff reductions, those left are tasked to increase marketing with less money and manpower. A handful of newspapers such as the St. Petersburg Times, San Jose Mercury News and The Colorado Springs Gazette have turned to analytics to fine-tune marketing campaigns and have found success in their multi-channel campaigns.

Marketers at these papers have turned to G2 Discovery to analyze customer data and to segment and target demographics with select multi-channel marketing campaigns to increase subscription and renewal. Through the use of analytics, these marketers have been able to create and implement successful campaigns and have been able to limit excess spending on each campaign.

"As we analyze the data of target segments and compare it to our actual subscribers, we are able to invest our money into targeted marketing campaigns that we know will be successful," said Steve Garza, Direct Response/Database Manager at San Jose Mercury News. "Through our analysis we are able to create better target segments which yield huge cost savings. From our experience as we have analyzed target segments and made appropriate changes we have saved more than $233,000 annually."

To save time and money, marketers at these and other newspapers have focused even more attention on consolidating data in Marketing G2's Open Intelligence marketing database and using Alterian's analytical and campaign management tools. They use the analyzed data to run email, direct mail and telemarketing campaigns. Through analytics, marketers have the opportunity to cross and up-sell to current and potential subscribers. By starting with email campaigns marketers have been able to save time and money by reducing the number of overlapping direct mail and telemarketing campaigns.

"By automating our campaigns with G2 Discovery, marketers can focus on strategic manoeuvres as opposed to spending time crunching the data, involving IT and doing data related administrative tasks," said Stephen Groth, Database Marketing, St. Petersburg Times. "With the added flexibility of the integrated system we are also able to test campaigns before implementation, something we were unable to do before, allowing us to move forward with campaigns that will net the most return on investment."

Analytics has proven to be a valuable tool for newspaper marketers by not only supplying accurate data, but by also freeing up more time to focus on creating complete strategic campaigns instead of one-off ventures. At The Gazette in Colorado Springs, Colo., G2 Discovery has empowered the Circulation department with the ability to analyze data, purge lists and send reports to business executives in the matter of hours - a process that once took weeks. These reports allow top newspaper executives at The Gazette to make informed business decisions to help the paper net new revenue.

"As marketers within the newspaper industry find tremendous success with analytics, we are reminded of the important value of analytical tools such as G2 Discovery," said David Eldridge, CEO, Alterian. "The return on investment for smart marketing campaigns in time, money and resources saved underlines the benefits delivered by Alterian's Integrated Marketing solution."

About Alterian
Alterian (LSE: ALN) empowers marketers with an integrated marketing software platform combining database, online and operational marketing applications on a shared data infrastructure. The Alterian Integrated Marketing Platform makes it practical and cost effective for marketers to use actionable insight to execute an integrated marketing strategy across online and offline channels.

It is the unique integration of analytics, content and execution through our industry leading tools, such as the Alterian Messenger email platform, and the award winning Content Management solutions, which enables marketers to drive a seamless, multi-channel customer experience.

Alterian's analytically-led software is delivered to approximately 1,000 marketing departments, across 26 countries, and an international network of more than 100 business partners, including marketing services providers, agencies and systems integrators. Its partners, such as Accenture, Acxiom, Allant Group, Cap Gemini, Carlson Marketing, Experian, Epsilon, InfoUSA, LogicaCMG, Merkle, Ogilvy One and Euro RSCG Worldwide, deliver Alterian software alongside their own domain and services expertise to help market leaders such as Princess Cruises, General Motors, Zurich, Astra Zeneca, HSBC, Limited Too, AEGON, Avis, Worldwide Wrestling Entertainment, Dell, Amnesty International and Vodafone integrate marketing processes and drive competitive advantage. For more information about Alterian, products within the Alterian Integrated Marketing Platform or our Partner Network, please visit

About Marketing G2
MG2 is a privately held company that combines prospect and customer data to build effective marketing solutions across multiple channels. Their offering is a comprehensive combination of database development know-how and marketing automation. Their marquee solutions include Open Intelligence, a hosted marketing database and G2 Discovery an analytical and campaign management tool powered by Alterian's software platform. Clients include the largest newspaper companies in the United States.

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