The digital subscription funnel: Don't neglect the data 11/6/18

By Tom Ratkovich, founder and managing partner, LEAP Media Solutions

Let's start with a given: Traditional advertising no longer keeps the lights on. The strategic imperative for newsmedia companies is one of revenue diversification. Of course, revenue diversification can – and does – assume many shapes and sizes.

But for the moment at hand, consumer monetization is in the crosshairs of many publishers as the primary source of untapped revenue. Specifically, it is in persuading consumers to pay for digital content that, heretofore, has been available at zero or nominal cost.

Challenging? Of course.

Essential? Absolutely.

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The opportunity cost of content monetization 8/9/16

By Tom Ratkovich, managing partner, LEAP Media Solutions

While we might cut our way to short-term viability, Tom Ratkovich of LEAP Media Solutions says we can't cut our way to long-term prosperity. And the sometimes chaotic efforts to rapidly become "digital first" – rather than "customer first" – led to the disastrous customer experiences and privacy concerns that have, in turn, been manifested in ad blockers and, frighteningly, digital revenue declines at some highly visible publishing companies.

At first blush, content monetization seems a reasonable pursuit. Such pursuit has taken many forms, but two of note include (1) the broad domain of "paywalls" or metering of digital content, and (2) aggressive pricing actions for both print and digital content.

Why does Ratkovich say reasonable "at first blush?" Read this article to find out -- and then learn more at the News Industry Summit!

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Is your audience strategy informed by the right metrics? 11/3/14

By Tom Ratkovich, managing partner, Leap Media Solutions

This is the subject of much discussion and debate, but one dimension of strategy that is universal is time. A true strategy cannot achieve ambitious objectives in the short-term. A strategy is essentially a plan to bring about a desired future and, therefore, requires a long-term, sustained focus.

So why do so many audience marketers look at a short-term metric like cost per order (CPO) to determine whether or not their audience strategy is working?

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