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About Matt Lindsay

Matt Lindsay, president of Mather Economics, has more than 20 years of experience in helping businesses improve performance and drive revenue through economic modeling. In consulting roles over the past 15 years, he has shared this expertise and developed pricing strategies and predictive models for clients, including the Intercontinental Exchange, Gannett, The Home Depot, NRG Energy, Tribune, IHG, McClatchy, the Everglades Foundation, the Walton Foundation, Dow Jones, and The New York Times.

Prior to joining Mather Economics, Lindsay worked with the Corporate Economics Group to leverage information on price elasticity and marginal network costs to improve profitability by customer for the United Parcel Service (UPS). He began his consulting career with Arthur Andersen, working in the firm’s Atlanta strategy practice.

Lindsay’s extensive experience in marketing spend effectiveness optimization, customer retention, analysis and the resulting predictive models have been used to support strategic pricing decisions, marketing initiatives and customer acquisition tactics, ultimately generating millions of dollars in incremental profits for his clients. He is a sought after expert and frequently speaks at industry events including the NAA’s MediaXchange, the INMA World Congress, and the WAN-IFRA World Newspaper Conference.

Lindsay has a doctorate in economics from the University of Georgia, a master of applied economics from Clemson University and an undergraduate degree in economics from the University of Georgia.

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The Publisher’s Dilemma

February 21, 2017 by Matt Lindsay Leave a Comment

Image of print type and title textOne of the most difficult analytical challenges facing digital publishers is measuring the effect of quality on revenue and profits.

Quality is a characteristic, much like beauty, that is in the eye of the beholder. What counts as quality content and an excellent user experience to one reader may be shoddy and irritating to another.

[Read more…]

Averages Lie to You, It’s Time to Get Granular!

October 4, 2016 by Matt Lindsay Leave a Comment

Image of sugar granules with title textAverages lie to you. One of our publishing clients looked at the average sell-through rate of their online advertising inventory and noted it was 70 percent.

“We can launch a metered paywall, and as long as we do not lose more than 30 percent of our inventory, the lost advertising revenue should be minimal,” they thought. 

[Read more…]

What Keeps Subscribers Subscribing?

July 26, 2016 by Matt Lindsay Leave a Comment

Image of newsprint with title textThis is a follow-up to an article, “Why do Subscribers Subscribe?”, posted on Web Analytics World in March. The key insight from that article was that engagement with content and the community around that content was crucial for transitioning an anonymous user to a paying subscriber.

Here, we discuss the factors that keep individuals active paying subscribers once they have made that transition.

[Read more…]

The Limits of Analytics

May 31, 2016 by Matt Lindsay Leave a Comment

Image of laptop with analytics dashboard on screenLet the data talk … but not too much.

We live in a world of data. We also live in a world of inexpensive computer processing. The combination of these two resources means we also live in a world of poor quality statistical analytics.

[Read more…]

Why Do Subscribers Subscribe?

March 29, 2016 by Matt Lindsay Leave a Comment

news-media-subscribersThe future of the news media industry and of content providers is the subscriber.  Subscribers will pay to consume and support the production of content that they find important or entertaining. The delivery platform is important, but less so, than the engagement the subscriber has with the content itself.

Print may have a long life ahead of it if the audience will pay for access to the content in that form. Digital platforms will continue to evolve rapidly, likely moving to augmented reality and virtual reality technologies. What is most important for the content developers is the relationship with their customers and the trust that relationship creates.

[Read more…]

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