Towards the end of a Connectiv webinar last month titled The Paywall Shift: Turning Users Into Subscribers, a question was asked of Joe May, marketing director for SIPA member Pro Farmer, the paid content division of Farm Journal: "In the member surveys you send out, what responses most surprised you?"

Marketing automation. Predictive intelligence. Persona marketing. Social media that drives results, not just likes. And of course, breathing new life into the old workhorse, email.

Every publisher uses social media but few are actually making money on it. During a recent Connectiv Digital Media Council meeting, Farm Journal’s VP of digital sales, Jim Arnold, showed how the company was able to turn its data into action and actually monetize social media.  “We’ve seen the future of digital, and from product delivery to sales strategy, it’s all about data,” he said.