Newspaper & Mailroom
The Washington Times Selects DTI for New Audience Database
Monday 14. April 2008 - Demographic Targeting Solution to Lead Marketing Strategies
The Washington Times has reached an agreement with Digital Technology International, the newspaper industrys leading source for integrated news media business software systems, to provide DTIs Audience Database as the technology centerpiece of The Times marketing strategy to gain greater market penetration both locally and nationally.
The Audience Database will support key marketing strategies at The Times, ranging from subscription campaigns to ad upsells to implementation of new products and services. The newspapers goal is to build greater global reach with its news content and marketing efforts. The Audience Database integrates third party systems for email marketing, web site analytics, user behavior tracking, data analytics and lifestyle analytics.
The Washington Times is creating a Global Marketing Database in which customer preferences, demographic, psycho-graphic, lifestyle, web behavior and purchase history can be stored. DTIs Audience Database will work as the central component to fulfilling this plan and will store data from these areas relative to a given user. Since the data that will be populated in the Master Profile will change over time, the system will have the ability to collect user information from a variety of sources. Then using a series of intelligent algorithms, the data will be analyzed and the different profiles linked together as additional information is added.
“We are aggressively increasing our reach and building an audience database as key to our growth strategy for editorial, advertising, marketing and circulation,” said Thomas P. McDevitt, President of The Washington Times. “We have had a long and satisfying relationship with DTI and have worked with and benefited from many of their talented staff. When the challenge of building an audience database presented itself as the key to our marketing success, DTI was the logical place to look. Fortunately, their own forward-thinking had led them to the same conclusions about the importance of audience profiling for our industry and the partnership was born.”
“The future to monetizing all news channels is creating targeted, relevant advertising and content,” said Don Oldham, CEO of DTI. “The Audience Database is paving the way to making this a reality.”
The Audience Database will integrate with The Washington Times current DTI systems within their circulation and advertising departments. DTIs ClassSpeed advertising solution will be used for advertising order entry as part of this project as well.
DTI can seamlessly integrate any third-party applications into the Audience Database through Liquid MediaTM, an innovative integration technology that enables newspapers to seamlessly share their information and creative assets throughout the enterprise and through any form of media. Through Liquid Media, newspapers can flow data into any system, existing or new, regardless of platform.
The Audience Database project will occur in two phases beginning in May 2008 with the installation of the ClassSpeed order entry system.