Familiar Show, New Stage: A Conversation About Mobile App Monetization with Playbill’s Rachel Glickman

If you’ve ever been a lover of the theater, or if you’ve ever been close to one, then Playbill is likely more to you than just a familiar name and eye-catching yellow-and-black logo. The print magazine version has been publishing since 1884, distributing its goods to readers who want to stay informed about what’s happening in the world of live theater.

Playbill has only recently come into the mobile app scene, though — the Playbill app launched earlier in 2016. That said, according to Playbill Chief Digital Officer Rachel Glickman, when they began developing the app, they had some clear ideas about the content it should deliver, the interactivity it should offer to users inside and outside of the theater, and the strategies it should ply to monetize. AdMonsters recently had a conversation with Glickman about what Playbill has done with its app to deepen engagement with its audience and to further relationships with its advertising partners. Here’s how that conversation went.

GAVIN DUNAWAY: I love the theater, and this app is a great contemporary take on Playbill. How long was it in development?

RACHEL GLICKMAN: Not terribly long, to be honest. We worked in conjunction with Broadway Voice and Smart AdServer. We started the development cycle in June, and the app launched just after the first of the year.

It was a very intuitive technology, and we have a very robust, 135-year-old database, so everything came together fairly seamlessly.


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