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Terrella Media, Inc.

Month: July 2007

Netflix: Q2 ’07 Update

Posted July 22, 2007April 27, 2017 dmkalmanPosted in Brand Community Media Strategy, Custom Media, Custom Publishing

Q2 2007: Netflix’s Not So Excellent Adventure In August of ’05, I first wrote about the challenge Netflix faces to retain subscribers. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix needed to replace more than HALF of its subscribers every year. Now two years later, average monthly churn for Q2 2007 is […]

Turning Customers into Members

Posted July 16, 2007April 27, 2017 dmkalmanPosted in Brand Community Media Strategy

Applying magazine lessons to consumer brands If you build it, they will come, or something to that effect, wrote W.P. Kinsella in his 1982 novel “Shoeless Joe.” If you recall the book or its film incarnation “Field of Dreams,” you know that protagonist Ray Kinsella follows that disembodied call to action, carving a baseball diamond […]

Brand Communities, Marketing, and Media

Posted July 3, 2007April 27, 2017 dmkalman1 CommentPosted in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy

…a marketer’s job is in part to move consumers from the periphery to the center of the brand community, (i.e., to increase retention and revenue per customer) and also to attract new customers.

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