Model to Help Ailing Newspaper Industry Earns Marketing Professor Two Top Awards
November 23, 2016
Vamsi Kanuri, an assistant professor of marketing, has earned two top honors for his research that offers the first model of its kind to monetize the different formats of news delivery, offering a sustainable subscription solution for an industry with revenues in steady decline over the past decade.
Kanuri’s paper, “Optimizing a Menu of Multi-format Subscription Plans for Ad Supported Media Platforms: A Model and Application in the Daily Newspaper Industry,” has won the prestigious Elwood Buffa Award from the Decision Sciences Institute and an Honorable Mention for the George B. Dantzig Award presented by INFORMS.
The research, to be published in the Journal of Marketing, developed a subscription formula that could help newspapers increase gross profits by as much as 17 percent.
The model determines the best combination of print, online and mobile news distribution, as well as the best subscription pricing, to optimize profits for newspapers.