Webinar Recap: Leveraging Audience Data to Drive Engagement & Monetization

The adage of “revenue follows audiences” has never been more true than today. The fourth webinar of the News Media Alliance Audience and Revenue series showcases best practices in using data analytics to optimize marketing investments to identify the highest value customers, as well as best practices in customer lifecycle management that increase subscriber retention.

News media companies have come to recognize the important role of audience data for increasing content engagement across platforms, driving operational efficiencies in acquisition and retention efforts, and identifying new revenue opportunities through connecting buyers and sellers in their local marketplace. Consumer revenues now represent a larger share of total revenues and this number continues to grow. To capitalize on this opportunity, news media companies are investing in their customer intelligence infrastructure and focusing on ways to drive engagement and activation to grow audiences that can be monetized in a variety of ways.

Register today to learn more about how the Albany Times Union and Hearst Connecticut newspapers are experiencing success in working towards these goals and how you can apply the same strategies in your market.

Event Materials


kerry-turnerKerry Turner
Audience Development Director, Hearst Media

Kerry Turner is the Audience Development Director, Hearst Media Bridgeport, Connecticut Newspapers. Prior to her move to Hearst Connecticut Media Group 18 months ago, Kerry was the director of circulation at The Frederick News-Post for five years where she started as an account executive before being promoted to Sales Manager. Kerry is also a certified Dale Carnegie Trainer and a graduate of Virginia Tech University.

Todd Peterson
VP Circulation, Times Union    

Todd Peterson is Vice President Circulation at Times Union in Albany, New York.  His career has progressed with a focus on building retaining newspaper audiences.   He moved to the Times Union three years ago from GateHouse Media where he was VP of Circulation and Audience Development – New England.  Todd started his newspaper career at the News and Observer in Raleigh, NC, where he graduated from North Carolina State University. More recently he earned his MBA at Northeastern University.

Todd’s experience also includes working with Gannett Newspapers as Engagement and Retention manager and Sales and Marketing manager at The Asheville Citizen-Times and Burlington Free Press.  During his tenure at Gannett Co. Todd served as a News Media Alliance resource including a presentation at the Annual Audience Symposium.

Introduction by: John Murray
VP, Audience Development, News Media Alliance 

John Murray is responsible for the News Media Alliance’s efforts to provide marketing support for circulation executives and publishers. In this role, he facilitates discussion of key issues facing the industry such as subscriber acquisition, leveraging ABC reporting, achieving operational efficiency, and cross platform marketing to readers. In addition, Murray collects and shares with Alliance members the latest and best thinking on newspaper readership, audience and circulation marketing, subscriber retention and acquisition, and telemarketing compliance. He regularly serves as a resource to News Media Alliance advertising customers on questions regarding newspaper circulation and readership.

Murray joined the News Media Alliance from the Fort Wayne (Ind.) Newspapers, where he served as director of circulation for seven years. Under Fort Wayne’s joint operating agreement, Murray managed The News Sentinel, a six-day afternoon newspaper and The Journal Gazette, a seven-day morning publication. Murray also served in Fort Wayne as director of marketing for five years and had assignments in the advertising division. He began his newspaper career in 1979 in Columbus, Ga., and was a participant in Knight Ridder’s Circulation Management Development Program. He is a graduate of Louisiana State University with a degree in marketing and economics.


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