In the Search for Consumer Revenue, Publishers Start Tracking Lifetime Value
A growing number of publishers are focusing on their audiences lifetime value, which in turn is affecting their advertising, product and editorial strategy. Publishing platform Medium began to track the lifetime value of its audience at the end of 2017 following its switch to a membership model. Women’s interest publisher Meredith, after years of using lifetime value to measure its subscriber base, has been taking lifetime value into account on the advertising side of its business, too. The Atlantic, after years of thinking about its paying readers in terms of their lifetime value, is building the framework for a system that will help it track its entire audience that way. The Boston Globe has for years measured subscribers’ lifetime value, and is now personalizing the editorial content and marketing offers it shows people to improve conversion.