au­di­ence anal­y­sis ser­vice for small pa­pers launches

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Leap Me­dia Part­ners rolled out a data­base mar­ket­ing ser­vice tai­lored to small and mid-sized news­pa­per pub­lish­ers that want to bol­ster their au­di­ence mar­ket­ing and re­ten­tion ef­forts.

The hosted Leap Me­dia So­lu­tions ser­vice, of­fered in con­junc­tion with The Day Pub­lish­ing Co. in New Lon­don, Conn., has al­ready at­tracted four cus­tomers, in­clud­ing The Day, the Erie (Pa.) Times-News and Fred­er­ick (Md.) Post-News, said Tom Ratkovich, LMP’s man­ag­ing part­ner.

Email­vi­sion’s Maax plat­form un­der­pins the of­fer­ing. Email­vi­sion hosts the soft­ware while LMP man­ages LMS, Ratkovich said.

“What this pro­vides news­pa­pers is that they can im­ple­ment th­ese so­lu­tions while we pro­vide best prac­tices and a rel­a­tively stan­dard­ized plat­form that in­cludes au­to­mated mar­ket­ing cam­paigns, di­rect mail, email mar­ket­ing and other ser­vices,” Ratkovich said.

News­pa­pers pay a monthly sub­scrip­tion fee for LMS, which in­cludes on-site con­sult­ing.

Times-News CTO Rich Forgsen said LMS will help the daily ef­fi­ciently ex­ploit its au­di­ence’s mar­ket­ing po­ten­tial.

“This will give us the abil­ity to seg­ment our au­di­ence and at the same time au­to­mate cam­paigns,” he said, adding that the Times- News will also get the ben­e­fit of shar­ing in best prac­tices.

LMS will dove­tail with the pa­per’s cir­cu­la­tion and mo­bile distri­bu­tion apps to al­low the Times­News to serve read­ers re­gard­less of how they ac­cess the pub­lisher’s con­tent.

“It opens up av­enues for pa­pers our size to uti­lize (the data and au­di­ence in­for­ma­tion) we have on-site and have it avail­able in the cloud.”

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