Buffalo News looks to LEAP for audience optimization

Up to this point, our consumer marketing efforts have been somewhat random. Partnering with LEAP will allow us to streamline our data and market more strategically to people who have a high probability of becoming subscribers.”

Carol Horton, The Buffalo News

The Buffalo News, the largest company in the BH Media publishing portfolio, has engaged LEAP Media Solutions to consolidate, model and deploy its substantial print and digital data assets to optimize its audience development and monetization initiatives.

The Buffalo News joins a coalition of more than 40 newsmedia firms pursuing audience growth through LEAP's intelligence-driven marketing automation curriculum. The coalition's shared investment in marketing technology, professional services, data acquisition, email/direct mail executions and more makes the economics of intelligent marketing particularly appealing. LEAP leverages these resources on behalf of its coalition partners to enable the optimal implementation of multichannel campaign initiatives based on industry best practices.

"It is not enough to simply have a lot of data," says LEAP Managing Partner, Tom Ratkovich. "It is not enough to consolidate all that data in one place; nor is it enough to simply visualize that data through dashboards. That data must be put to work through marketing activities that engage and monetize. LEAP is unique in that we put customer intelligence into action through our Customer Lifecycle Curriculum."

Carol Horton, vice president/marketing for The Buffalo News, shares her perspective on the LEAP partnership:

"Up to this point, our consumer marketing efforts have been somewhat random. Partnering with LEAP will allow us to streamline our data and market more strategically to people who have a high probability of becoming subscribers. Likewise, LEAP will help us with our retention efforts by communicating with subscribers regularly and at specific times in the customer's lifecycle. Ultimately, we believe our CPO will lower while our circulation numbers stabilize."

The scope of LEAP's engagement includes the implementation of a comprehensive customer intelligence and campaign management platform which will, in turn, support custom modeling and value scoring, campaign design and automation, and the execution of targeted multichannel communications including email, direct mail and telemarketing. The Buffalo News will also have access to the LEAP client portal for on-demand reporting of campaign metrics and retention analytics.

LEAP Media Solutions is a partnership of Leap Media Partners, LLC – owners of the Aurora (CO) Media Group – and The Day Publishing Company (New London, Conn).