2015 Folio Survey Results - Hallmark Data Systems...2015 Folio Survey Results [email protected] 847.983.2000 Q2: What metrics are important to your business on a scale of 1 to

2015 Folio Survey Results

[email protected] 847.983.2000

Audience Development 9%

Editorial 24%

Executive Management 24%

Marketing 23%

Publisher 14%

Technology 3%

(blank) 3%

Association Publishing

15%

B2B/Controlled Circulation

30%

B2C/Paid Circulation

13%

Controlled and Paid

Circulation 24%

Other (please specify)

2%

Ad Agency 4%

B2C/FREE Circulation

6% news/journal

5%

B2B/Paid Circulation

1%

Overview

• 220 Survey responses from the Folio subscriber base

• Represented a diverse pool with 80% representing these groups: Paid B to C Controlled B to B Association Mixed Paid and Controlled The remaining 20% were ad agencies, newspapers, journals

• Respondents represents a diverse pool inside a publishers with 80% with the following jobs: Executive Management Publisher Marketing Audience Marketing Editorial

Who Were The Respondents?

Five Questions Covered The Following...

• What providers do you use for Email, D/B, and Ful�llment?••

• What metrics are important to your business?

• In the next 6 months what technology do you plan to buy to advance business goals?

• Rank importance of various strategies in your business for the upcoming year?

• What strategies that you do not do today to plan to undertake to increase revenue?

Q1: What Providers Do You Use?

• We �nd main players in each category

• Group is very diverse with lots of one-off players

• Still a number of in–house represented in each category

Job Function: Working in:



Count of Company: Count of Company: Count of Company:Email Provider Total Database Provider Total Fulfilment provider Totalconstant contact 15 in house 36 in house 38in house 13 sales force 34 CDS 19exact target 9 Hallmark 8 hallmark 13mail chimp 8 email system 8 Omeda 7marketo 2 Knowledge Marketing 5 palm coast 5silverpop 2 ACT ON 5 aptify 3sailthru 2 magazine managaer 4 sales force 2Knowledge Marketing 2 personify 3 Subscription Genious 2Lyris 2 omeda 3 multip 2BuilderFusion 1 insightly 3 Imis 2Eloqua 1 aptify 3 TCS 2Omeda 1 imis 2 Knowledge Marketing 2experian 1 TCS 2 D3DATA 1StrongMail 1 zoho 2 sitecord 1GMX 1 data systems 1 quadrant 1Neolane 1 solve 1 Extensis 1high road 1 seibel 1 Strategic Fulfillment 1publicaster 1 bronto 1 First Edition 1Hubspot 1 batchbook 1 DMD 1SKA 1 builder fusion 1 advanstar 1ICD Soft 1 raisers edge 1 Drupal 1Vertical Response 1 caspio 1 ICM 1Icontact 1 ska 1 Spotfire 1Media Temple 1 cds 1 AWS 1Idev 1 unica 1 Epicor 1Noyb 1 cj 1 advantage 1Campaign Monitor 1 palm coast 1 OneCount 1onecount 1 wordpress 1 Klopotek 1bronto 1 quaero 1 personify 1real magnet 1 4d 1 Technique 1Live 1 Acumen 1 Quick Fill 1Emma 1 media temple 1 Vision Data 11and1 1 silverstripe 1 seibel 1squirrel Mail 1 metropublisher 1 lotame 1Convi 1 smartfocus 1 ska 1survey Monkey 1 mongo 1 media temple 1Critical Impact 1 epicor 1 stark 1WhatCounts 1 msgl 1 meridian 1Mass2One 1 vision data 1 email system 1MaxBulk 1 convio 1 MULTI PUB 1(blank) onecount 1 Epsilon 1Grand Total 86 mdr 1 CONVIO 1

media radar 1 acumen 1Grand Total 147 Liquid web 1

Grand Total 129

Overview

• 220 Survey responses from the Folio subscriber base

• Represented a diverse pool with 80% representing these groups: Paid B to C Controlled B to B Association Mixed Paid and Controlled The remaining 20% were ad agencies, newspapers, journals

• Respondents represents a diverse pool inside a publishers with 80% with the following jobs: Executive Management Publisher Marketing Audience Marketing Editorial

Who Were The Respondents?

Five Questions Covered The Following...

• What providers do you use for Email, D/B, and Ful�llment?••

• What metrics are important to your business?

• In the next 6 months what technology do you plan to buy to advance business goals?

• Rank importance of various strategies in your business for the upcoming year?

• What strategies that you do not do today to plan to undertake to increase revenue?

Q1: What Providers Do You Use?

• We �nd main players in each category

• Group is very diverse with lots of one-off players

• Still a number of in–house represented in each category



Q2: What metrics are important to your businesson a scale of 1 to 5 with 5 being most important

Pro�le 1: These metrics appeared to be clearly the most important to survey respondents.Note that they were equally important in all major types of publisher respondents

020406080

5 4 3 2 1

Retention Rate

0

50

100

5 4 3 2 1

Market Size Potential of Total Audience

020406080

5 4 3 2 1

Life Time Value

0

20

40

60

80

5 4 3 2 1

Market Share of Total Audience

0

20

40

60

80

5 4 3 2 1

Most Valuable New Business Source

Pro�le 3: These metrics appear to represent the least important or used across the publisher respondents

0

20

40

60

80

5 4 3 2 1

Cost to Acquire a New Customer

0

20

40

60

80

5 4 3 2 1

Average Gross Margin

0

20

40

60

80

5 4 3 2 1

Annual Cost to Retain a Customer

Pro�le 2: These metrics appeared to be important but less so across the publisher respondents



Q3: In the next 6 months what technologydo you plan to buy to advance business goals?

The overall group was close to evenly split on known technology purchases

The B to B Controlled group leaned slightly higher to Email and digital form solutions



Q4: Rank importance of these strategies in your businessfor the upcoming year(1 most important 5 least)

0

50

100

1 2 3 4 5

Spend Less on Acquisition

0

50

100

1 2 3 4 5

Spend less on Retention

0

50

100

1 2 3 4 5

Increase Revenue/Customer

0

50

100

1 2 3 4 5

Acquire more Customers

0

50

1 2 3 4 5

Increase Retention

• Increasing customer volume appears to be the clear strategic challenge and goal of respondents

• Retention is a strong #2 as increase retention �ts well in the #2 spot while spending less on retention is at the bottom indicating that this is a not a place to reduce efforts.



Q5: What strategy do you plan to undertake, that you do not do today, to increase revenue per customer?

• Respondents overwhelmingly noted that they plan to launch less capital intensive products like websites and newsletters.

• Clients also impressivly indicated that they would be launching data information products – these products tend to be premium and require access control.

• A number of respondents chose advertising options around dynamic and leads, but lower volume, combined didn’t meet the #2 choice.

• This did not change with their title. Editorial had more of a skew toward new asset creation, but order was the same.

0

20

40

60

80

100

120

New Asset / Brand creation (web-sites, newsletters)

Creating Data / InformationServices products

Dynamic Ads Selling leads



Find out more about our solutions & discuss the right revenue opportunities for you.Please reach out to us at [email protected] or at 847.983.20000

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2015 Folio Survey Results - Hallmark Data Systems...2015 Folio Survey Results [email protected] 847.983.2000 Q2: What metrics are important to your business on a scale of 1 to