DTI AudienceReach is an "open" targeted marketing solution that helps news media companies expand their customer relationships and grow revenue. DTI AudienceReach is designed to enable an audience-centric business model that generates higher value through more precise targeting of individuals and their needs.

DTI AudienceReach is comprised of a growing set of software components and modules. The software provides news media companies with a new way to target audiences using subscription, advertising, readership data plus third party demographic and psychographic data. It also provides a comprehensive set of financial budgeting tools so that revenue, projected and actual, can be tracked. It will then assemble the results to provide a complete picture of a campaign's success.

2. What is the DTI AudienceReach database?

At the heart of DTI AudienceReach is Caché - the world's fastest object oriented database. Caché was designed by DTI's partner InterSystems as a post relational database with the Internet in mind. It is a multidimensional database that was built to manage all data types and media types. Database speed plus an open multidimensional data model make Caché the ideal foundation for DTI's targeted audience solutions.

3. Why do I need DTI AudienceReach?

Publishers are becoming more audience-centric, and therefore need to employ audience-centric software solutions. To really know its audience a media business has to collect accurate rich data on its entire digital and print audience. DTI AudienceReach provides the tools to enable this data to be collected, analyzed - and used profitably.

4. What does it include?

Software modules include a Campaign module used to plan, implement, measure impressions, and track campaigns. A Profile module gathers, stores, and analyzes the audience data. A Targeting module is used for targeting content and creating target lists, and a separate Financial module tracks, analyzes and displays results.

5. What are the key advantages?

It helps you to grow a loyal audience, and enjoy increased advertising revenues. More than ever, context and relevancy is essential. DTI AudienceReach allows you to deliver content to a targeted audience. By delivering content of interest to a particular individual, or group of individuals, a publisher not only retains, but also grows a loyal audience. A media organization therefore has to transform to an audience-centric business model as quickly as possible, and DTI AudienceReach enables this.

6.. How do I gather meaningful audience data?

Audience data is gathered from many sources, including circulation and subscription information, advertising, surveys and coupon responses, Web site visitors, as well as third-party demographic, business and interest data. DTI software drives this data collection process, and through patented Liquid Media^™ can provide seamless integration with third-party systems.

7. How do I use audience data?

Audience data held within DTI AudienceReach is used to enable you to target content in the much same way that search engines, such a Google, target advertising based upon search queries. However targeting is much more accurate due to the much richer nature of the data held in the audience database, which will have been collected over a longer period of time. Intuitive GUI's (graphical user interfaces) enable users to create, manage, track, analyze and report upon campaigns from their desktop.

8. Is this information of any value?

Targeted advertising significantly increases its value both to the advertiser and to the media organization, and targeted news content increases the number of hits - and therefore the number of potential buyers for products and services advertised. Also, DTI believes that in the future, all of the most successful and valuable news organizations will be delivering most, if not all, content on a targeted basis. With digital printing, there is also no reason why in future print editions may not be micro-targeted, or even aimed at the individual.

9. Can I use DTI AudienceReach with non-DTI systems?

Yes. Through Liquid Media, DTI is able to implement DTI AudienceReach with most non-DTI publishing systems.

10. Could this complement online ad networks?

Yes. Online ad networks such as Google's AdSense and AdWords platform target ads based on search queries only, and charge a fee. DTI AudienceReach provides much richer data and therefore enables more precise targeting, and maintains 100% of your revenue. Newspapers participating in ad network partnerships can leverage the 'key interest' information in the audience database to request targeted ads from the networks.

11. How long does it take to implement DTI AudienceReach?

It depends upon what other systems are already implemented and whether DTI has already developed the necessary interfaces. After initial implementation expanding and maintaining the audience information pool will be an ongoing process.

12. What equipment do I need to install in-house?

This depends upon several factors, and whether the solution is hosted by DTI within DTI Cloud, the DTI cloud computing SaaS solution, or installed on-premise. DTI will provide the necessary information after technical, marketing and accounting discussions.

13. What training will be required?

DTI provides "role-based" training. This maximizes the value in the system, staff and training, while minimizing the time taken and cost. Course duration depends upon the individual's role.

14. How much does it cost?

The price depends upon many factors, including the systems from which data is gathered, and the necessary interfaces; what third-party data is purchased; and whether DTI AudienceReach is implemented in-house, or within DTI Cloud.

15. Which other newspapers are using DTI AudienceReach.

The first installation is due during Q2 2009. The customer wishes to remain confidential.

16. What is the next step?

Talk to your DTI Regional Sales Manager, or any of the DTI AudienceReach team at info@dtint.com