Publications
Below is a summary of publications written by Impact Consultancy.
Publication Date: Summer, 2016
It is instructive to address the concept of Big Data from three perspectives: 1. What exactly is Big Data and how (and why) is it different from previous strategy planning tools and approaches? 2. What are the specific problems in the planning efforts at subscription-based companies and how can Big Data solve those problems? 3. What are some specific applications that can be undertaken only with Big Data, applications that provide tangible, quantifiable improvements to a subscription-based company's bottom line?
How a Major Newspaper Improved Retention 22%."
Publication Date: Fall, 2015
The "Tug of War" occurs when a newspaper pursues conflicting top-line (e.g., circulation) and bottom-line (e.g., cash flow) goals within different activities of its business, which in turn leads to none of its goals being fulfilled. One top 50 newspaper decided to eliminate this conflict by relying on Impact's ICAPTR™ data system to maximize copies from its stop-save program, which yielded a 22% increase in retention rate in less than 90 days.
Neither Should Great Data."
Publication Date: Summer, 2015
The right data is incredibly valuable, but only if it is used in the right way. This reports answers such questions as "Why do news media organizations resist paying for great data?", "What is high quality data?", "What should high quality data cost?", and "What should be done with high quality data, and why is data alone worthless?"
Find a Head Start."
Publication Date: Spring, 2015
Newspaper executives who lobby for "data ownership" confuse an asset's importance with a need to control it directly. Most newspapers do not have the ability to capture this type of value potential through Big Data. Why would this be the case?
(in your Subscriber Acquisition Budget)."
Publication Date: Winter, 2014
Many subscriber acquisition budgets are simply overweight, i.e., too much money is spent for not enough payback. So why not adopt a similar New Year resolution, using an approach similar to a weight loss program?
Let's Make a Deal."
Publication Date: Fall, 2014
Many media executives feel there is no solid analytical data to help them determine the costs and benefits of adding and eliminating products and services. But one large publishing company found a way to measure a variety of relevant data to confidently change its business strategy.
What to Sell? Or Where to Sell It? "
Publication Date: Summer, 2014
Recent research sought to quantify which segmentation variables drive the greatest circulation results: frequency, zip code, or offer price. The answer? Quantifying the trade-offs between the best and worst delivery frequencies and zip codes can provide a strong starting point.
Subscriber Acquisition Budgets on the Fly."
Publication Date: Spring, 2014
By harnessing data, media companies can quickly quantify the non-linear relationship between financial investments in subscriber acquisition and actual long-term circulation gains, making better and more timely decisions as to where to spend.
Guiding Them Toward New Print Subscribers."
Publication Date: Spring, 2014
In trying to attract new subscribers, media companies need to do more than simply analyze how their previous print acquisition efforts fell short. Instead, they need to develop channel-specific blueprints that will lead the way to optimized investment.
Subscriber Acquisition Investments & Results."
Publication Date: Winter, 2013
One major U.S. newspaper boosted its annual cash flow by $2.6 million. By focusing on retention, cost per start and weekly net margin, what specific tactics did they use and from where did the improvements specifically originate?
(aka Why Rifles are Better than Shotguns)."
Publication Date: Spring, 2013
The long-held industry assumption is that managing subscriber acquisition by channel or sales source is the optimal way to acquire new subscribers. However, this historical approach undercuts one of the key principles of strategy development and is inconsistent with true optimization of subscriber acquisition performance.
Through the use of concrete examples from major newspapers, this report demonstrates the importance of micro-targeting as an indispensable tool for circulation executives. By comparing micro-targeted results against historical results, this report shows a large performance gap for newspapers to bridge.
on its Subscription Starts Vendors."
Publication Date: Winter, 2012
Realizing that not all vendors are created or perform equally, AJC uses a new tracking system, developed by Impact Consultancy LLC, to evaluate vendors and price commissions, working toward optimal impact.
Take to Build the Optimal Subscriber Base."
Publication Date: Fall, 2012
This in-depth report, produced by Impact Consultancy LLC for Newspaper Association of America (NAA), focuses on the challenge of getting the best possible return on the dollars newspapers invest in selling subscriptions and building home-delivery circulation. It describes the analytics necessary to establish optimal levels of circulation and takes readers through an analytical decision-making process for optimizing subscriber acquisition and retention. Impact Consultancy's work helps to address the question of whether it makes sense to sell one more subscription.