Online Publishers Change Narrative From Audience Growth to Audience Retention to Drive Long-Term Profitability
Sailthru founder Neil Capel to chair industry event focusing on
the increasing role of retention for leading online media and digital
publishing enterprises
LONDON–(BUSINESS WIRE)–Sailthru,
the leading Customer Retention CloudSM for the world’s top
retail and media companies, will join prominent publishers at this
year’s Association
of Online Publishers (AOP) Customer Retention Forum to debate “Audience
Development Strategies: Customer Retention in Age of Disruption.”
In this age of disruption, online publishers must use the right
strategies and technologies to build a more valuable and, crucially,
more cost-effective audience base to drive audience retention and
advertising revenues.
The evolution of consumer behavior and preferences has resulted in
publishers continued struggles to increase revenue. According to Pew
Research Center’s State of the News Media 2015, 39 of the top 50
comScore digital news sites receive more traffic from mobile devices
than desktops, yet mobile visitors spend less time per visit.
Additionally, the report identified that while digital ad revenues
across all media grew 18% in 2014, just five companies took in half of
all digital ad revenue, leaving traditional outlets with little growth
and a major gap in digital monetisation.
The forum, taking place on Tuesday March 15th, 2016, is
dedicated to providing insights detailing why online media and digital
publishing enterprises must focus on retention to set the foundation for
profitable growth. Additionally forum attendees will share success
stories, including those of The Economist, Hearst and Business Insider,
which are leading the industry with their focus on retention. The event
includes presentations and discussions with leading industry experts who
have designed, implemented and delivered highly successful retention
strategies:
-
Neil Capel, founder and chairman, Sailthru – will examine why
changing focus from content-centricity to audience-centricity is key
to success, and will lay the groundwork for incorporating retention as
a key pillar of corporate strategy; -
Cathy Ma, director of audience development, Bauer Media – will
share how Bauer’s audience development toolkit helped thedebrief.co.uk
triple users in only 10 months through the smart use of behaviourally
informed audience data without the injection of additional marketing
spend; -
David Weeks, strategic sales director, Dennis Publishing – will
share insights from Dennis Publishing flagship brand “The Week”; -
Jeremy Bedford, VP of EMEA, Sailthru – will close and summarise
the day chairing a panel comprised of the speakers.
Neil Capel, founder and chairman of Sailthru, comments: “Publishers have
made great headway by adapting to the needs and demands of their
readers, who increasingly consume their news online and via mobile
devices. However, there are still significant opportunities modern media
and publishers have to increase profitability, especially when it comes
to using data to build loyalty with their readers. Focusing on retention
is much more cost-effective than driving fleeting acquisitions that fail
to deliver significant long-term return on investment in terms of both
advertising revenue and subscription conversion. The AOP is wise to
create a forum where publishers can learn more about why retention is
critical to prioritise and to share best practices for decreasing
subscriber churn while increasing subscription conversion, advertising
revenue and content recirculation by offering audiences a modern,
cross-channel experience.”
If you would like to meet with Neil Capel or Jeremy Bedford at Sailthru
at or during the event, then please contact via sailthru@itpr.co.uk.
Sailthru is the lead sponsor of the AOP Customer Retention Forum, which
will be held at Courthouse Hotel, London W1F 7HL on Tuesday March 15th,
between 2 and 5pm. For more information, click here.
About Sailthru
Sailthru is a customer retention platform
that helps modern marketers at leading retail and media companies build
deeper, longer-lasting relationships with their customers. Sailthru
personalizes individual customer experiences across digital
communication channels – in email, on a brand’s website and in their
mobile applications. Sailthru-powered 1:1 relationships with consumers
drive higher revenue and reduce churn for more the world’s most
innovative publishers, including The Economist, Business Insider, and
Mashable, and the world’s fastest growing ecommerce companies, including
Rent The Runway, JustFab, and Alex and Ani. Founded in 2008, Sailthru is
headquartered in NYC, and backed by an exceptional group of investors,
including Benchmark, RRE Ventures, DFJ Gotham, Scale Venture Partners,
and AOL Ventures.
For more information, please visit www.sailthru.com.
Contacts
Sailthru
Holly Forrest, +44 (0)20 7183 8200
sailthru@itpr.co.uk
