Data-Driven Publishing: Know Thy Audience

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Publishers have long been adept at gathering information about readers and audiences in the interest of producing better content and more effective advertising. But these processes were a lot more simplistic “back in the day” of print-centric magazines.

Then, the information publishers gathered was largely demographic in nature, as in the coveted “18-35 male” demographic. The more recent focus is on behavioral data and psychographic data (things like personality, values, attitudes, interests, and lifestyle). “Now, as we look toward our digital audiences across multiple platforms…we’re able to recognize usage patterns, how consumers are absorbing our content, and then translate that information back to advertisers,” says Scott Laine, executive director, digital sales and marketing at Bon Appétit.

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