Future Focuses On Data To Boost Revenues

Specialist magazine publisher, Future, has appointed customer communication company, Broadsystem, to help strengthen itself through increased advertising and subscription revenue.

The deal will see Broadsystem build a bespoke, specialist database to Future’s requirements, then managing data feeds with experienced personal to help Future understand the data process.

Future will have full access to data analytics and marketing intelligence software, Viper, from its Bath offices, whilst Broadsystem will manage the back-end processes.

Commenting on the deal, Richard Walker, business services controller for Future said: “We are currently in the middle of a large expansion phase, and we knew that outsourcing our data functions was an essential part of that process.”

Caroline Worboys, managing director of Broadsystem added: “We’re very excited to be working with Future. We’ve had some experience in the past helping publishers increase subscription numbers, and this is a great opportunity to look at how Future can make the most of their data – not only for subscriptions but also to generate ad revenue and increase take-up of reader offers.”

She added: “This is especially prudent given the pending Office of Fair Trading decision on magazine and newspaper circulation.”

In April, Future acquired 38 magazine titles from rival publisher Highbury House Communications, for a cash consideration of £30.5 million (see Future Acquires 38 Magazines From Highbury House).

The deal occurred after Future was forced to drop its proposed bid for Highbury House following a announcement by the Office of Fair Trading (OFT) that the deal would be referred to the Competition Commission before being allowed to go ahead (seeFuture Drops Highbury Merger After OFT Referral).

Future Publishing: 01225 442 244 www.futurenet.com