informa Dynamic Question Service - Metro pursues online revenue grab
Publish Date: 10/02/2010
The Metro, Associated's free city-based newspaper, is undertaking a major commercial drive on its website, metro.co.uk, as it looks to ramp up its online earnings.
Dave Gurney's opinion is that while not privy to the changes currently being implemented to the back end of the site, Metro would be wise to turn data collected from its active audience of 'city clickers' into a revenue stream. If I'm not mistaken, the Metro website has a good couple of million unique users, maybe more, so with the addition of a simple data collection plug-in there is huge scope to gather valuable data. Software like this needn't be intrusive or even served as a pop-up – it works just as well embedded into the site, and in the Metro's case positioned as a 'themed' reader survey. Return visits can offer a different combination of questions, plugging the gap in the knowledge collated and leaving Metro Associated with a growing library of reader data to offer to interested parties.
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