audience analysis service for small papers launches
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.”