'We're Not Any More In The News Business, We Are In The Database Business'
Newspapers have always depended on multiple streams of income to run their companies: they sell the paper to consumers and they sell space inside the paper to advertisers. But this model has stopped working—nay, it’s veritably ground to a halt.
Jeff Mignon argues that there’s a way to save advertising (online, at least) from completely plummeting into that black hole: better data collection.
Before, it was difficult to collect information about customers. It is why we were using a lot of tools based on polls.
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