Publishing company Hachette Filipacchi has formed a database marketing division and hired veteran Pegg Nadler to run it.
Hachette formed the division to mine its subscription database and tailor content for readers. That helps advertisers reach a more targeted audience, too.
“For advertisers who want highly targeted customer demographics, we will match their needs to our finely tuned audience,” said executive vice president and chief operating officer Philippe Gueltonk, in a statement. “Advertisers already value the atmosphere of trust and engagement that our brands create.”
Nadler comes to New York-based Hachette from her own consultancy, Pegg Nadler Associates, which has done work for Hachette for the past two years. Earlier, she had been in charge of database marketing operations at Consumers Union (publisher of Consumer Reports), with earlier work at Phillips Publishing and Smithsonian Institution.
Database marketing can leverage Hachette’s wide and increasingly sophisticated portfolio.
“Now that we’ve expanded onto the web and mobile, in addition to TV, radio, books and branded events, the number of touch points with consumers has exploded,” said president and ceo Jack Kliger in a statement. “Our customer database is one of our most valuable assets.”
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