Intent Data Beats Audience

Craig Fuller's strategy for leveraging intent data in media businesses, particularly focusing on niche magazine audiences and their purchasing behaviors.

Core Philosophy on Intent Data

• Focus on reaching people who will actually buy, not just large audience numbers
• Target enthusiast audiences who deeply care about specific topics
• Value quality over quantity in audience targeting
• Look for audiences willing to spend significant money in their interest area

Magazine Audience Characteristics

• Long-term engaged readers who survived multiple economic cycles
• Typically enthusiasts willing to spend money on their interests
• Often have high purchasing power in their specific niche
• Multi-generational connection to the content
• Deeply passionate about the subject matter

Monetization Strategy

• Raise subscription prices to filter for serious readers

  • Example: Raised Flying Magazine prices, dropped from 108,000 to 32,000 subscribers
  • Still doubled subscription revenue despite lower numbers
  • Focus on quality subscribers who truly value the content

• Optimize advertising based on purchase intent

  • Target advertisers to reach smaller but more qualified audiences
  • Focus on readers actively looking to make purchases
  • Example: Flying Magazine readers are either:
    • Current pilots
    • Aspiring pilots
    • Aircraft owners
    • Prospective aircraft buyers

Value Proposition to Advertisers

• Better to reach 100 likely buyers than 100,000 casual readers
• Focus on demonstrating intent data to prove customer value
• Use digital tracking to understand audience behavior
• Combine print and digital data to show clear purchase intent
• Help advertisers understand the true value of smaller, targeted audiences

Implementation

• Invest in digital infrastructure to track intent
• Use print as one aspect of broader data strategy
• Focus on understanding customer journey and purchase patterns
• Build products and services around identified intent patterns
• Create multiple revenue streams based on audience needs