SOURCE: Marketfish


May 23, 2012 08:00 ET

List Monetization Plays Key Role in 21st Century Publishing Industry

Publishers Leverage Marketfish Platform to Make Available High-Quality Lists to Marketers and Advertisers Focused on Executing Targeted Campaigns and Creating Actionable Data

SEATTLE, WA--(Marketwire - May 23, 2012) - Falling ad revenue has certainly thrown the publishing industry a curveball. The Newspaper Association of America recently reported that advertising revenue fell from $60 billion in the late 1990s to $20 billion in 20111. Competition from the Web and evaporating subscription rates have no doubt contributed to this steep decline in newspaper ad revenue, and this trend is mirrored in the publishing industry as a whole.

But the industry is rallying. In addition to prioritizing digital advertising, publishers are finding that list monetization can yield revenue in the low six-figure range. List monetization also fills a need for advertisers and marketers using the lists to reach new targets. While list monetization is a boon for these three players, it has its own challenges. For one, publishers must consider the extra expense of hiring a firm to manage their list data. Marketers and advertisers, for their part, must remain vigilant about practicing good "data hygiene" and respecting customer privacy, using only information from subscribers who have "opted in" to receive third-party offers and ads. Failing to do so will mean almost certain alienation by potential long-term customers.

All three players are turning to Marketfish's fully automated lead-generation list marketing platform to sidestep these challenges. Publishers, in particular, reap great benefits from their partnership with Marketfish: eliminating the costly middleman, fully maximizing their own data, and directly interacting with a much larger audience of marketers and advertisers. In fact, since January, Marketfish's database of permission-based B2B and B2C records has grown by approximately 41,630,000, thanks in part to alliances with publishers such as UBM TechWeb.

"List monetization has been a key element in buoying the publishing industry in the face of an economic downturn, decreasing ad revenue and falling subscription rates," said Mark Ulian, publisher, BusinessWatch Network. "With a resource like Marketfish, publishers can capitalize on their most valued possession -- their subscriber data -- and rest assured it will be used responsibly."

Not to be overlooked, other companies have also formed new alliances with Marketfish since January, contributing their own unique, permission-based lists to Marketfish's database. They include SGA Executive Tracker,, American List Counsel, Anchor Computer, MeetHi and Bridge Marketing. Along with the aforementioned lists from publishers, these not only augment Marketfish's database, they also dramatically expand Marketfish's coverage of the B2B and B2C landscape to ensure Marketfish customers reach their ideal target market.

"As more companies come to recognize the value of the fully automated Marketfish platform, we will not only grow our services, but also make headway on our mission to revolutionize list marketing," said Dave Scott, founder and CEO, Marketfish. "Publishers and well-known brands will be key in driving this endeavor forward."

About Marketfish
Marketfish is the only fully automated lead-generation platform that offers free access to an online marketplace of permission-based, third-party marketing lists, the ability to build and execute a marketing campaign in under 30 minutes, and a cutting-edge suite of analytics tools that deliver detailed customer insight in real time. Founded in 2008, Marketfish services more than 600 agency and enterprise clients. The company is funded by Rustic Canyon Partners, Javelin Venture Partners and Accelerator Ventures. For more information or a free test drive of the platform, please visit To gain a better understanding of the challenges list marketers face, please view our video:

1 The Atlantic, "The Collapse of Print Advertising in 1 Graph," Derek Thompson, 28 February 2012 (

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