Archive for April, 2013

Magazine Publishers Must Understand the Trends and Position Themselves Accordingly


Although consumers have bought fewer and fewer print magazines in the last few years, and news magazines have been the hardest hit, there is data emerging that shows the demand for magazines on tablets and smartphones bodes well for the industry in general.
The broader consumer magazine industry had another difficult year in 2012, though not quite as tough as the news magazines. Overall magazine circulation (including single-copy sales and subscriptions) stabilized, though print ads fell for the sixth year in a row, according to Pew Research Center’s analysis of data from the Alliance for Audited Media.
According to “Trend Data-Device Ownership” By the Pew Research Center December 2012, 31% of Americans adults owning a tablet and 45% owning a smartphone, magazine publishers focused even more in 2012 on mobile, where they are also counting on tablet apps to help convert nonpaying website readers into paying digital subscribers.
For now at least, magazine reading is a relatively small part of how people use these devices. Some 11% of smartphone owners read magazines on their phone weekly, as do 22% of tablet owners, according to Pew Research Center data from the fall of 2012.
Digital publications will need to provide the revenue that has been lost by the decline in print media, and publishers will have to make increased efforts to revive the industry by improving and broadening their digital offerings. Let us examine the data with you and develop your successful digital publishing program.

Print and Digital Publications Side-By-Side

According to the Pew Internet & American Life Project from the Pew Research Center, 45% of Americans owned a smartphone as of September 2012, up from 35% in May 2011. Pew Internet also reports that the number of people with either a tablet computer or an e-reader climbed from 18% in late 2011 to 33% in late 2012. These numbers will continue to grow.

Younger readers tend to go to websites, or increasingly, to mobile, while older readers still seek out the tangible, in the form of a paper publication.
When a publisher decides to add a digital offering, there are many things to take into consideration; it’s not necessarily about abandoning the print format, but a rethinking of their core values, products and what would best serve their clientele.


For many publishers a dual approach is the best way to go at the outset. As their digital product offerings evolve and improve, it may very well be that the print version becomes redundant, but there will be a gradual shift, especially for established print publications. The use of the statistics interface built into the digital publishing software enables publishers to track usage and address their readers’ needs. Ask us how.

Folio Post – MediaWire Aims Services at Mid-Market Mobile Editions

There’s a wide range of service options for publishers to create and distribute mobile and tablet editions of their magazines—and along with that is similar range of pricing models. MediaWire, a Montreal-based digital magazine and app producer, is  launching its MediaWire Mobile product, which sets its sights squarely on the mid- to smaller-market publisher with, says MediaWire CEO Cliff Hoffer, a simplified pricing plan.

MediaWire currently supports iOS and Android devices and will soon add Windows and Blackberry compatibility and publishes mobile editions for about 1,000 titles.


“There a lot of great products out there, but they take the lion’s share of the subscription revenue,” says Hoffer. “Most goes to the provider and the publisher also has to pay a lot up front.”

Magzter, another digital newsstand provider that’s recently been marketing heavily in the U.S., charges a 50/50 revenue share, for example. That company has recently signed on Hearst and Newsweek.

Hoffer explains that MediaWire’s pricing model is based on a monthly fee set-up: Quarterly pubs pay $199 per month; monthlies pay $299; and weeklies pay $499. File uploads (pdf) include up to 100 gigs each in that price with overages charged at 50 cents per gig.

He points out that there are no newsstand listing or upfront fees and no revenue shares—fee structures more common among the other mobile edition and newsstand services. “We’ve seen that most publishers—small to medium—don’t have a big chunk of money up front to spend on this. They’re more comfortable with a monthly recurring fee, they can set their budgets going forward.”

Included with the service is an analytics package that lets the publisher collect data on usage, downloads and sales info. “We manage all the statistics in one spot, it’s the first thing everyone asks for,” says Hoffer.

TechCrunch Post – MediaWire Mobile Helps Print Publishers Build Apps Affordably

There’s been a lot of excitement around the possibilities that smartphones and especially tablets offer to traditional publishers, but they also present a big challenge — the costs are often too high, said MediaWire CEO Clifford Hoffer.

That’s why MediaWire is launching a new product called MediaWire Mobile, which allows publishers to launch their own branded apps on the Apple Store, Google Play, and the Apple Newsstand. To release a new issue digitally, they just upload a single file. Pricing is based on the publication frequency, starting at $199 per month (for quarterly titles). And MediaWire doesn’t take a cut of the subscription revenue.


The company had previously offered a product specifically for launching apps on iOS. The new MediaWire Mobile is cross-platform, Hoffer said — as noted above, it supports iOS and Android, plus Windows and Blackberry are also under development. Eventually, MediaWire plans to merge this with its desktop product, so you can start reading an article on your computer and then continue on your phone after you head out on your commute.

Other startups like Onswipe have tried to tackle the cross-platform problem by creating mobile web experiences, but Hoffer argued that “the native experience is still the best way to appeal to the user and keep them engaged.”

He also acknowledged that MediaWire Mobile doesn’t have “a lot of bells and whistles and stuff,” but it’s not just presenting readers with a PDF, either. Publishers can add hyperlinks, YouTube videos, bookmarks, and social-sharing features. Behind the scenes, they get access to analytics with information like subscriber reading habits, geography and demographics. Over time, Hoffer said he also wants to expand MediaWire Mobile’s ad targeting capabilities.

There are about 40 new MediaWire Mobile apps in development, he said.

Smart Phones and Mobile Apps

For many people smartphones have replaced the wristwatch, and like the watch of old, smartphones are always within reach of their owners. They help us stay in touch wherever we are and whenever we want. They provide immediate access to favorite magazine apps and other preferred content. Smartphones facilitate access to social media, targeted internet browsing, shopping and reading activity. Your favorite magazines are always at hand. Smartphones are the new social network.

Smartphone penetration continues to increase, and has reached nearly 50% in Canada. Owners in Canada skew age 18 to 49 with a predominance of 18 to 34 versus cell phone owners who skew 35-64 versus the general population. Smartphone owners tend to have higher household income.

Source: PMB 2012 Spring (1-year data)


Owners of mobile devices, including smartphones and tablets, regularly perform a wide array of activities each day including leisure reading (54%), 17% of whom spend more than one hour per day reading.

Source: Donald W. Reynolds Journalism Institute, Missouri School of Journalism, University of Missouri, 2012

According to app analytics firm Flurry, which tracks app usage on 300,000 apps on over a billion active mobile devices, an average of 158 minutes every day is spent on smartphones and tablets. Two hours and seven minutes of that is in an app. And don’t forget that this technology has only been in use in a real way for the last five years! The best is yet to come.

All of this app time translates to immense opportunity for generating revenue through digital publications and mobile applications.  Ads in digital magazines are seen to be significantly more helpful and interesting than ads in other electronic media. Furthermore, they have the least negative impact on the reader experience.  Let’s discuss it.

Adotas Post – AFAIK: AdTruth, Inneractive, PubMatic, Lotame, SHIFT, Brainshark, MediaWire

MediaWire, an interactive media applications company, recently announced the availability of MediaWire Mobile, a powerful new service for print publishers who wish to circumvent third-party newsstand listing fees and take their publications directly to today’s mobile readers. Affordable enough for any publisher, MediaWire Mobile, a cross-platform solution supporting iOS and Android devices (Windows and Blackberry under development), also offers a range of analytic tools that help publishers and advertisers to better understand subscribers and create exciting new marketing opportunities.