FishbowlDC TVNewser TVSpy LostRemote AgencySpy PRNewser GalleyCat SocialTimes

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.

Mediabistro Course

Copy Editing: Intro

Copy Editing: IntroStarting January 6, learn basic copy editing skills using the AP Stylebook! In this course, you'll learn how to use dictionaries and online reference tools to edit work, ask the right questions to clarify convoluted copy, prepare for a copy editing test, and tailor your resume to find more work as a copy editor. Register now!