People of Media: Tim Bradbury | The Data Coach

I recently interviewed Tim Bradbury, a trailblazer in the media industry, whose experience spans decades. We discussed a variety of themes—from career journeys to using data for audience engagement.

Tim and I started with our career stories. He shared his path, beginning in digital equipment sales in the 1980s, moving through roles at Thomson Reuters and American City Business Journals, then various startups, and now his role at 5 by 5. I admire his ability to simplify complex ideas and appreciated his emphasis on actionable strategies over grand plans to impact stakeholders meaningfully.

We delved into the power and pitfalls of data, agreeing that it’s a tool, not a cure-all. Tim’s '5 by 5' initiative involves creating identity graphs to understand consumer behaviors, aiming to solve business problems rather than merely collect data. We both believe data should help engage audiences and generate revenue, yet requires careful balancing to be effective.

Our conversation then shifted to engaging local audiences, which is a superpower for niche publishers. We discussed using data to understand and attract audiences like their current one, transforming engaged users into brand advocates. This strategic insight is crucial for growth, as is adapting to the changing advertising landscape. Tim noted that transformation demands leadership by example, with leaders actively involved in evolving strategies.

Lastly, Tim talked about his company’s model of licensing data to publishers, helping them better understand and engage their audiences. Tim works primarily with larger media organizations that have in-house data analysts and a product-focused mindset, but he also has ways to partner with small to mid sized publishers.

We concluded with one of my biggest takeaways: The role of the leader in changing the culture and adapting the organization towards digital success.

This doesn’t just go for media leaders. Every leader has to become the change they want to see in their organization. There are amazing possibilities lying in wait for legacy media publishers; not just disruptions and pitfalls. No one can build loyal audiences like the local / niche publisher. Learning to monetize this superpower in the digital age isn’t easy — but it’s both possible and lucrative. The leader of the organization doesn’t need to become a tech or data expert — but he or she needs to know enough, and gain enough experience and traction, to become the first ambassador and evangelist of what’s possible.

A concrete way to do this is to approach “big fish” advertisers with curiosity and enthusiasm, paving the way for larger deals that leverage local/niche understanding.

You gotta check this out!