Newsmax adds Alterian data capabilities

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Newsmax Media, a print and online publisher, has opted to use Alterian's Data Discovery and Visualization (DDV) tool as part of its e-mail marketing strategy.

Alterian already provides Newsmax's e-mail marketing platform, Alterian Messenger, which allows the news company to chart click-through and open rates for its e-mail alerts and newsletters. Newsmax has 2 million e-mail subscribers and boasts four million monthly unique visitors to its Web sites, Newsmax.com and MoneyNews.com. DDV is expected to help Newsmax better analyze e-mail campaigns.

“Alterian DDV will enable Newsmax to provide its advertisers better information on who is reading and responding to the offers that are included in Newsmax content, allowing them to get the most return on their investment and make adjustments as they see what is or is not working,” Robert Vanselow, VP of sales and marketing, Newsmax, said in a statement. “With the current state of the economy, people are going to be very diligent on where they are putting their marketing and advertising dollars, ensuring that each dollar is stretched as far as possible. Having this type of e-mail intelligence at our fingertips is vital.”

Internal marketers at Newsmax, as well as advertising clients, will be able to use the DDV analysis to created more targeted e-mail messages and advertising, based on readers' needs and interests.

Newsmax paid products include Newsmax magazine, four financial newsletters and two health newsletters. The publisher also offers free, ad-supported products, including daily news alerts and two weeklies. Advertisers include Forbes, CNN and the Wall Street Journal.


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