Denise Robbins has developed an integrated audience database that allows NewBay Media to control internal marketing costs and identify new areas for development.
“We've come through the recession quite well because we've been able to really consolidate our marketing efforts,” said Robbins,VP-group circulation director.
Robbins joined NewBay in 2006, the year it was started, and steered disparate lists from its CMP acquisitions into a centralized database. She has maintained that approach through a series of expansions, including the ongoing integration of titles NewBay acquired from Penton Media in February.
The database merges information gathered through the company's print, digital and events products. The demographics help the company identify cross-marketing opportunities that deliver more than 50% of renewals and registrations for events and e-newsletters,Robbins said.
The database allows advertisers to segment their messages, and it has helped New-Bay uncover new opportunities.
The company plans to introduce a corporate healthcare title in the audiovisual vertical later this year, a move that stems from an analysis of a broader launch in the same market last year. “It was a segment that we were able to identify by looking at our circulation database,”Robbins said.
Digital editions and mobile apps have gained traction, allowing NewBay to grow audience not only in the U.S., but also in Asia, Europe and South America.
Robbins also established a new revenue stream when she installed pay walls on two of the company's sites. The sites combined now bring in more than $25,000 a month, and Robbins is testing various pricing models.