Media BusinessThe growth of the Internet in the past 10 years has challenged publishers to find new ways to grow and maintain profitability. Identifying new markets, increasing advertising revenue, and keeping distribution costs to a minimum are keys to success. GIS gives you a better way to manage all of these functions.
Identifying New MarketsUse GIS to understand your current customers and their buying habits and to find customers that fit the same profile. Mapping business, demographic, and consumer household data allows you to see trends in your customers habits and to locate customers with similar characteristics. For subscription publications, GIS lets you map circulation as well as the penetration level of single-copy sales by zones, streets, ZIP Codes, and other boundaries. This data can then be used to determine market potential in the circulation areas. Marketing expenditures are dependent on the knowledge obtained through circulation maps, demographic distribution, and other geographic data that can be mapped using GIS technology. Case Study: Washington Times-GIS increases newspaper subscriptions. [PDF-178 KB, 2 pages] ESRI Technology SolutionsIncreasing Advertising RevenueAdvertising departments can use GIS to recruit potential advertisers by showing that the publication reaches their loyal customers as well as new target audiences. GIS-based maps give advertisers an edge by plotting where competition is located and where it is advertising. Printed maps and reports created with GIS are dynamic presentation tools for attracting potential advertisers to a publication. Publishers also rely on GIS to promote their integrated marketing process. Integrated marketing, like direct mail, uses geographic information to profile potential customers through demographics and population distribution reports. GIS can describe who is receiving the publication, what products those subscribers tend to buy, and what advertising techniques are most effective for them. This information gives the advertiser the knowledge to determine how to market that particular audience. ESRI Technology SolutionsLearn More |
