News Int. Database Has 20 Million Customers, ARPU Up To £600


By Sarah Hartley: A third of the UK population – around 20 million people – have a direct relationship with News International thanks to the publishers’ customer database, a senior executive revealed today.

Katie Vanneck-Smith, the managing director of News International’s Customer Direct division, told The Media Festival in Manchester that the company had been compiling the database for the past three years.

Vanneck-Smith said that as a result one in three people in the UK are on a database from which News International can identify readers, club members, bingo players and other customers most valuable to the organisation.

Around 200,000 individuals have been identified as “high-value” customers, meaning they are worth as much as £600 a year each to NI, she added. They could be rewarded for their loyalty and interest with services and brands

This article originally appeared in © Guardian News & Media Ltd..

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