THE BBC’S COMMERCIAL arm BBC Worldwide is using its flagship publication Radio Times as a platform from which to build a lifestyle database of its 1.4m readers. The database will become the primary engine for future targeted mailings to readers, for example the recent catalogue, jointly produced with Selective Marketplace [page 54]. Says Radio Times marketing director Chris Gadsby: 'We want to get a better understanding of our readers’ needs and enter into a close relationship with them. This could include anything from price incentives to product offers to supplements. It depends what our readers want.' The database will be made available to other BBC Worldwide ventures but not to outside organisations.
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