Video: Incisive Media CEO Tim Weller On Subscription Strategy
B2B publisher Incisive Media’s chief exec Tim Weller speaks to the Association of Online Publishers about staying small, moving from CPMs to engagement and re-establishing relationships with readers…
Interesting to see things as viewed from the top.
But, very sad to go back for a read of my old profession’s newspaper not too long ago (which was a former Haymarket title, now one of Incisive’s) to see a much blander and nearly advertising free, shadow of its former self.
To take up a couple of Tim’s points –
Am wondering if the main aim of being on all the corporate desk tops is the right one? – if the business is basically selling job ads, is the workplace the main place to be? – for that surely it’s more important to be accessed by laptop and mobile (eg on the train) and on the home computer?
Hope that as they seek to use cookies to acquire a database of information on each subscriber, to replace the information which used to be obtained by those marathon questionnaires, that it is done in a genuinely permission based and above board way.
As a general point would hope too, that they’d try to be more reader driven rather than advertiser driven – not emasculating the content to satisfy corporate and professional egos but aim to have genuinely interesting editorial with the advertising following.
But wish them well.