I recently ran across the following press release. While I’ve never worked with or know much about the company who dropped the press release, I thought it provided a great example of how Google’s search algorithms impact our business. It’s intimidating, but we’ve known for a long time that Google’s search algorithm plays an important role in our business.
What I learned most from this short press release is simply what kind of advantages publishers have over others in controlling and exceeding in SEO with independent, original, expert content.
Subscriber duplication increases costs to publishers. Managing duplications is an integral part of maintaining clean data. This is an important step to ensure that your subscriber file offers a unique view of your subscriber base. What are you doing to keep your subscriber base unique? What happens if you don’t manage duplication? What does it do to your budget and marketing plans? Consider the following:
Duplicate records can increase your costs, make you look unprofessional to your subscribers and advertisers, and impact your circulation audits. All data input into your database should go through a matching program each and every time a record hits your file. This should be done daily as part of any data consolidation regime.
In addition, you should run your full subscriber list through a matching program at least twice a year. This will eliminate records that slip through the cracks as well as give you an overall view of how unique your base is. To take it to an additional level, output your records based on zip code and manually perform spot checks to find records that a program can’t define and catch.
Using one way to match is not sufficient. Subscribers can match on many levels. Consider names being reversed or shortened. Match subscribers by phone number and email as well as physical mailing address. If email is your unique key of choice, set up rules around this and communicate your method with whoever manages your data so the correct goal is achieved.
Another good way to ensure matching occurs is to be consistent as outside data is added to your list. Keep like fields together and make sure the formats match before adding data to your file. Putting time in on the front end will guarantee the list is clean before it even hits your file. All these actions will increase your ability to account for each subscriber once—and only once—and help you manage your costs and at the end of the day increase your revenue.
Collaboration is the fuel that drives change. World changing collaborations include Gates and Allen; Jobs and Wozniak; Ford and Firestone; Lennon, McCartney, Harrison, and Starr; and many others who have all made contributions to culture and technology. Collaborations don’t happen overnight nor do they stay the same over time. There is a dynamic relationship that characterizes collaborators. Sometimes it is represented by success and sometimes by failing before succeeding (just ask Edison and Lincoln), but the focus is on the end goal, driving change toward a new world. Wozniak’s computer would not have been successful without Jobs’ vision. Ringo’s beats would not have been heard throughout the world without John’s poetic lyrics.
Some of the most successful collaborations happen when customer and provider have a common goal and work toward reaching that goal in essence creating a partnership. This is mirrored in the world of publishing as publishers transform their world from print to online to event to information services and other engagement models. Publishers don’t just need, but more importantly they deserve, to work with providers that have experience with their struggles and know where they want to go. Wait, even more importantly, have been where they want to go and know what it takes to make that change, from the top down, culture to technology.
Media owners need to seek:
Ask the hard questions. Don’t accept providers who claim they understand your business, but have no proof in the pudding. Accept collaborators who seek to leverage each other’s capabilities to deliver a solution that is second to none in the market, or even create a new market.
We will be happy to be your collaboration partner and drive a real difference in your market. Drop us a note at email@example.com and learn how we do it.