Tuesday, February 23

Mega-Conference Break-Out Session:
Data Drives Consumer Revenue and Loyalty

Key Executives Mega-Conference

Posted

Circulation and audience management is a very dynamic discipline, says Joseph Leong, vice president/chief revenue officer for the Albuquerque (N.M.) Journal.  "The pace at which our responsibilities and goals change can be overwhelming.  A tremendous opportunity for us is leveraging data-driven decisions to maximize profits. Collecting and working with data requires expertise and state-of-the-art technology."

During a Tuesday morning break-out session at next month's Key Executives Mega-Conference, Leong will tell attendees how the Albuquerque Journal collects usage and behavioral data from subscribers, from many different and fragmented sources, and funnels all that activity into one subscriber engagement database.

He will be joined during this session by Nicki Purcell, chief digital officer and senior vice president of consumer sales for The Dallas Morning News.  She will talk about how the investment in connecting multiple subscriber data sources has allowed the paper to significantly lower its acquisition costs.

Conference registration

Learn more about our presenters:

Joseph Leong has been in the newspaper industry for 29 years and is currently vice president and chief revenue officer for the Albuquerque (N.M.) Journal. Prior to Albuquerque, he spent 13 years in Hawaii.  He joined the Honolulu Advertiser in 1999 as the circulation marketing director and in 2006 moved to the Honolulu Star-Bulletin as the circulation director.  Leong led the circulation team that successfully merged the city's two daily newspapers in 2010.

Spending 20+ years with Gannett, Leong worked for newspapers in Texas, Pennsylvania, Louisiana and Hawaii.

He is a graduate of New Mexico State University with a BBA in marketing.

Nicki Purcell is chief digital officer and senior vice president of consumer sales. She leads the digital transformation for The Dallas Morning News to meet the challenges of a mobile-first world, delivering against the consumer product experience, growth in audience market share, including print and digital subscription sales. 

Purcell is also responsible for leading the strategy to gain new forms of revenue across the digital landscape, including but not limited to affiliates programs, sponsorship of digital products, eCommerce platforms and member-based recurring revenue.  Based on years of experience in business management, Purcell develops 3rd party content partnerships and stewards investment decisions to compete with new forms of competition.

Prior to joining The Dallas Morning News in 2013, Purcell reported directly to the president of Nokia, Inc., leading the customer care organization and reverse logistics operations for North America.  In this role, she drove programs that improved Nokia's market position through cost, quality and customer satisfaction. 

As part of the North American Leadership Team and an officer in the company, she provided direction to the strategy, including product ranging and distribution channels.  Other leadership roles at Nokia included serving as online sales director in which her team grew online revenue 121 percent year-over-year and marketing director when the company transitioned ecosystem brands.   

Prior to Nokia, Purcell worked at marketing agencies as well as on the telecom network side.  She received her Bachelor's degree from the University of Texas at Austin and completed graduate certificates from Columbia University, Harvard Business School and Southern Methodist University. She serves as a board member for Digital Content Next and Matter.

Mega-Conference, circulation