Correspondence: Shaun Doyle, Cognitive Box (Consulting), 11 Middle Way, Oxford, OX2 7LH, UK

¹is CEO of Cognitive Box, an Analytical CRM consulting provider. He has been involved in over 200 projects around the world that have been involved with improving marketing performance through the use of technology. He is currently involved in three projects – social network analysis projects in the United Kingdom, United States and Israel. Before setting up Cognitive Box he was Founder and Chairman of Intrinsic, a campaign management vendor acquired by SAS in March 2001. While at SAS, he was involved in the development of the SAS Marketing solutions: Marketing Automation, Marketing Optimization and Interaction Management.

Abstract

In the last few years, revenue from advertising in the newspaper industry has been in decline. In some cases, we have seen falls in excess of 60 per cent. This means that the core business of selling papers has to move into the red. In many cases, advertising revenue has been subsidizing non-profitable subscription and home delivery services. There is real focus in the industry to make the core business profitable. I have been working with a number of publishers, and found that many of the challenges and potential solutions are common. This paper explores the approach taken and some of the solutions proposed to improve the business.