Outsell Scout Analytics: A Strategic Partnership by ProQuest

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									20        InformationToday
February 2010   www.infotoday.com




     Outsell Scout Analytics: A Strategic Partnership
     G
               ot content? Then you’re sure to             ing demands. For example, the American              content online if they had to pay a fee.   revenues with a new service called Outsell
               want to know how it is being                Press Institute reports that 60% of news-           And if they had to pay such a fee, con-    Scout Analytics. This subscription serv-
               used and just who is using it.              paper executives are pondering their op-            sumers also report that only 3% of them    ice, which is built on the Scout Analytics
         The recent flurry of reports that ele-            tions for paid content, although 90% of             would prefer to have micropayments to      platform, reveals opportunities that can
     vated web analytics to the top of the con-            them do not currently charge fees. Like-            access a publisher’s content.              reportedly increase subscription revenues
     tent providers’ collective agenda says it             wise, Forrester’s report, titled “Publishers           So what is a content provider to do?    by about 10% to 15%.
     all: Content providers simply need more               Need Multichannel Subscription Models,”             Outsell, Inc. and Scout Analytics have
     basic information about their users’ habits,          contends that most consumers (80%)                  now teamed up in a strategic partnership
     needs, and interests to meet their chang-             wouldn’t access newspaper and magazine              to help online content providers boost
                                                                                                                                                             “With the number of ads migrating
                                                                                                                                                          from print to digital, content providers
                                                                                                                                                          need to find other options,” says Anthea
                                                                                                                                                          Stratigos, CEO and co-founder of Outsell,
                                                                                                                                                          Inc. The nature of content is changing too,
                                                                                                                                                          she says. There is no one-size-fits-all op-
                                                                                                                                                          tion any more. Consumers want choices.
                                                                                                                                                          “The wave of the future is unleashing
                                                                                                                                                          content in a variety of containers, from
                                                                    www.faulkner.com                                                                      books to Kindles and from mobile devices
                                                                                                                                                          to laptops,” she says. Not only that, but
                                              CLICK             open the world of IT,                                                                     hundreds of newcomers to the content in-
                                                                  communications, and                                                                     dustry will be pursuing a fixed budget for
                                                                security intelligence
                                                                                                                                                          marketing and advertising dollars, ac-

                                                                                  open 24/7                                                               cording to an Outsell study released at
                                                                                                                                                          the end of 2009.



                                                                                                                                                                       But the fact still
                                                                                                                                                                    remains that 80% of
                                                                                                                                                                    consumers say they
                                                                                                                                                                    aren’t willing to pay
                                                                                                                                                                     to access content.
                     Faulkner Advisory on Computer                                                                                                            But one of the basic tenets in
                     and Communications Technologies                                                                                                      all the studies is the uncertainty of who is
                                                                                                                                                          willing to pay for content and why. “I’m not
                                                                                                                                                          surprised,” says Louise Garnett, vice pres-
                      Expert reports for IT, Business, Government,
                                                                                                                                                          ident of Outsell Scout Analytics. “Con-
                      Academic, and Library Professionals                                                                                                 sumers are willing to pay for some content
                                                                                                                                                          such as medical information, movies, ring-
                      F ACCT is a comprehensive web-based library of reports covering key technology
                                s                                                                                                                         tones, apps for their handhelds,” she says.
                      areas such as CRM, content management, data networking, broadband, network                                                          “And look at ConsumerReports.org as a
                      security, ecommerce, wireless communications, and more.                                                                             good example of a trusted site where users
                                                                                                                                                          are willing to pay for content.” But the fact
                      a
                        ORCHESTRATE a realistic technology strategy for your organization
                                                                                                                                                          still remains that 80% of consumers say
                      a
                        TRACK critical technology advancements and monitor emerging trends
                                
								
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