The reduction in paid for newspaper purchase is a global phenomenon and moving at a rate of between 1 and 2% per year. This leads to growing imbalances between centralised investment and revenue. At the same time, the delivery channels are proliferating and customers are becoming less loyal and more demanding. Any opportunity to engage with customers and to provide a relevant service must be exploited. Organising customer contact and improving the circulation offer can help to retain subscribers and protect the revenue base.
Atex's subscription solutions manage all of the circulation complexity that modern publishing demands.
Based on the principle of the three P’s (People, Products and Places), the system manages all of the processes and interfaces providing an efficient unified view of the business. The underlying principles go way beyond traditional CRM (Customer Relationship Management) and into the realms of TRM (Total Relationship Management). Atex's solution is designed to capture all contacts from prospects, subscribers, vendors, carriers, employees, readers and advertisers and attach them to print, online and ancillary products. These relationships are then framed against defined addresses (homes, offices, web, email, vending machines, trucks and print sites). This multidimensional data warehouse is further enabled with tools for relationship management such as rating engines, logistics capability, search engines and subscriber management tools.
The key benefit to the publisher is that any relevant information can be quickly and easily found and then acted upon to provide a more efficient service to stake-holders. This applies to single copy sales customers as much as subscribers. The individual’s information may be blind to the system but purchase patterns will not, and the ability to recognise events, seasonality and promotional effects will help serve casual readers as well as committed ones.
