Business models, Podcasts, Publishers, Strategy

New Scientist’s head of data science Kimberly Karman on paywalls and GDPR

On this 50th episode of Media Voices, we hear from New Scientist’s head of data science Kimberly Karman about the practical application of data science to a business, how to tackle GDPR and how they continue to evolve their decade-old paywall.

In the news round-up, the team discuss VICE reportedly missing its revenue target, Trinity Mirror buying up Express Newspapers, and good news for the NYT and Twitter.

We’re reading:

In our own words: Esther Kezia Thorpe

For many of our podcasts, it’s genuinely a tough job narrowing down the topics we want to talk about to a 20-minute interview. This was no exception, and so this episode covers a variety of topics, from actioning data insights across digital and print products to the evolution of a decade-old paywall strategy.

GDPR is front-of-mind for many publishers at the moment and directly affects Kimberly and her team, so it was refreshing to hear her talking about it as an opportunity. A key takeaway around the issue of consent is that New Scientist see it as their responsibility as a publisher to make their content valuable enough that people want to opt in, and see the value in being a part of the community.

Kimberly came up through New Scientist on the marketing team and audience development before taking up the role as head of data science. This gives her a unique perspective – not only does she have a very scientific approach to the data she deals with, but she’s got a deep understanding of who the New Scientist audience is and what they respond to.

 

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