The Face of "Faces" Research Study
A Faces Flashback!
We engineered this survey-driven Faces study several years ago, but the conclusions still stand today.
At DataJoe, we love a good profile. There’s something timeless about celebrating people—especially when you do it in a way that elevates advertisers, delights readers, and generates revenue. That’s why Faces is one of our favorite products for city and regional publishers.
And the data agrees — in an early survey of the industry, we found that FACES was the top producing award/special project for most publishers.
But how do you know if your Faces section is performing well? We conducted a national study across 39 publications to find out.
What Is Faces?
Faces is a premium advertising product that highlights standout professionals and businesses in your community. It’s part editorial showcase, part prestige branding—and fully monetizable.
Distinctives of the Faces product:
Full-page professional profiles that combine a high-quality photo with a narrative blurb
Exclusive branding statements that create niche appeal—e.g., The Face of Intellectual Property Law (not just “Law”)
Category exclusivity—only one advertiser per branding statement
Right of first refusal for renewal in the following year
High design value—each page is built to impress readers and reinforce advertiser authority
Flexible formatting—ideal for both individuals and teams
Examples:
Key Findings From the Faces Study
📊 1,089 profiles analyzed across 39 publications.
On average, each publication featured 29.1 profiles in their Faces section.
🏆 The top-performing categories were clear standouts:
These 8 categories alone made up 70% of all profiles sold.
What Do the Top Performers Have in Common?
These brands are creating prestige platforms for local leaders and professionals to shine.
Takeaways for Publishers
✅ Niche matters. Stick with proven categories like doctors, lawyers, and real estate when building out your Faces section.
✅ Aim for 25–35 profiles per issue. That’s the sweet spot for most successful publications.
✅ Bundle smart. Many of the top performers used Faces in tandem with social campaigns, sponsored content, and event tie-ins.
✅ Set clear expectations. Give advertisers category exclusivity and a polished visual—readers respond to design.
Want to Launch or Grow Your Faces Revenue?
Reach out now—we’d love to help your Faces become your next great success story.
We’ve created a FACES lead-gen platform to help you amplify your campaigns.