How publishers address the changing shape of consumer attention through social media – is the focus of the INMA publication “Newspapers and Social Media: From Monologue to Dialogue”. The focus is on a number of unique items, where following bullet caught my attention:

“The proper amount of feed automation versus personal curation.”

The section comments on different methodologies, this including the Visual Revenue platform as follows:

..the money will come, experts say.

Consider a company like Visual Revenue. The New York based company “provides editors with actionable, real-time recommendations on what content to place in what position right now and for how long, using predictive analytics that allow media organisations to proactively manage the cost of exposing a piece of content on a front page, whilst maximising the return they expect from promoting it,” the company’s Web site touts.

The company launched in early 2011. Its analytics tell editors what people are most interested in at the moment, by the minute or by the hour, giving them the knowledge they need to make decisions about moving content around.

Author Marshall Sponder feels such data is key to newspapers trying to engage readers and bring in revenue.

The bold emphasis is mine. I wholeheartedly agree and Marshall certainly get what we do and where the value proposition is (Increase Revenue, reduce process cost and apply accountability at a new level).

INMA says the report is written for news industry executives charged with audience strategy, marketing, editorial, and advertising.

Cheers :-)
/ Dennis (@dennismortensen)