Tom Collinger

Executive Director

Collinger, former Associate Dean and Medill IMC Department Chair, is also an associate professor and an expert in integrated marketing communications; direct, database and e-commerce marketing management; customer loyalty; customer relationship management; and channel integration. Collinger also is president of The TC Group, a marketing strategy firm.

Articles

Articles by or about Tom Collinger

Projects

Projects Tom Collinger has worked on.

What Drives People to Pay for Local Journalism

Medill’s Spiegel Research Center (SRC), a leader in consumer and audience-based research that drives financial outcomes, is analyzing many terabytes of anonymous data about reader behavior and customer motivation at three Learning Labs – the Chicago Tribune, San Francisco Chronicle and Indianapolis Star. The goal: Identify what content and behaviors drive consumers to engage with and pay for local news.