Hearst Using Analytics to Improve Magazines
Everyone uses analytics, from sports nerds who cite YPRPFP (Yards Per Run if the Player’s preferred Food is Pasta) as a solid indicator as to who will win the NFL’s rushing title, to website gurus predicting what posts will land the most page views. So it makes sense that Hearst is now using them to make their magazine production more effective.
Charlie Swift, Vice President of Database Strategy and Marketing for Hearst Magazines, tells the Nieman Journalism Lab that crunching numbers can help shave off any excess:
There’s a lot of waste, in a sense. You may put out 10 copies, sell four and six get tossed. We believe there’s a way to make [distribution] more efficient by putting analytics behind it.
Increased savings for companies usually translates to more savings for consumers, so we’re all for the analytic trend. Now if someone could just use analytics to figure out why people continue to buy Flo Rida albums, we’d really be excited.
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