Globe And Mail: Good Data Essential For Audience, Ad Revenue

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Angus Frame describesThe Globe and Mail’s market position as “a classic good news/bad news” story. Revenue-wise, Canada’s preeminent national newspaper is besting its peers, he says, but that doesn’t mean it hasn’t taken the same double-digit sales hits as the rest of the industry.

 

To ensure its longevity, the paper is fighting on numerous fronts. It brought its data management in house with a view to amplifying ad relevancy and customizing content for readers. It has listened to readers and course-corrected on a troubled news app rollout earlier this year. It’s working with Facebook and Apple on their distributed platforms to discover and build new audiences beyond its older, core demographic.

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