Archive for June, 2013

Accessing Magazine Content on Smartphones Leads to Action

The MPA’s study Magazine Media Readers and Smartphones is full of interesting statistics and findings that are very helpful for digital magazine publishers and those who want to enter the field, including:

  • 60% of respondents have visited the magazine’s website as a result of reading digital magazine content on their smartphone. Women and those accessing through electronic newsstands are more likely to do so.
  • Three in ten recommend the magazine to someone, with those spending one hour or more reading digital content on their smartphones being more than twice as likely to do so.
  • 57% prefer the digital edition to be just like the printed magazine, but 60% also said they would like the smartphone version to deliver more current information than the printed copy. Men and those spending more time reading digital magazine content favored “more current information” to a greater degree.
  • Respondents would be willing to pay a fixed amount for total access to a magazine’s content across any device or platform, including print copies (57% agree). But only one in four are willing to pay any more for the smartphone version than they pay for the printed version, even if it is a more engaging experience. 37% would prefer to pay just for the magazine content that they choose versus an all-access plan.
  • While reading a printed magazine 36% of respondents have scanned a QR code in an ad, 31% posted something on Twitter or Facebook that they saw in an ad in the magazine, and 29% took a picture of something in an article or ad.

This last point suggests a lot of opportunity for social media marketing and building deep customer relationships and brand loyalty. Having readers share publications via social media increases the audience for publishers and advertisers alike, making advertising dollars go much further than is possible in print. Digital publishers can communicate with their customers like never before, and they have the ability to use mobile communication channels and social media to create truly personal relationships with consumers and to leverage those relationships to drive revenue growth.

Publishers now have new tools to use to learn about their audience based on digital interactions through social media, web pages and mobile apps. This knowledge can be used to provide content that is pertinent and timely to a specific set of customers at any given time. Ask us about it.

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Reading on tablet

Digital Publishing and Smartphones

According to a study by Donald W. Reynolds Journalism Institute, Missouri School of Journalism, University of Missouri, 2012, Mobile device users are generally higher educated and higher income earners than those who do not use the technology. The study also states that android-powered devices, including smartphones and tablets, are less affluent than those who use Apple and BlackBerry devices.

As the Android platform develops and expands its offering, it is becoming apparent that the gap will narrow, and has begun to do so.

As of 2012, data from various sources shows that tablet users tend to engage more often in advertising on their devices and take greater action after seeing those ads than smartphone users, but this too is changing with the advance in design and options of smartphones.

Smartphone owners read magazines at about the same rate as the general population, but according to the ABI Research Survey, June 2012, they are most receptive to coupons, ads for something they are shopping for, ads for favorite brands and ads that are location relevant, when viewing these ads on a smartphone.

A very interesting finding for digital publishers who are preparing to launch their product comes from the Magazine Media Readers and Smartphones Key Research Findings published by the MPA: Most magazine readers 18-34 who own a smartphone access or download magazine branded apps using digital newsstands and/or newsreaders.

The smartphone is evolving into the premier method of delivering magazine media content to readers. Check this space next time for more in-depth information about this developing opportunity, and ask us about our mobile publishing solutions.

devices

Mobile Apps…a Good Choice for Your Business

According to Forrester Research, online retail sales are expected to grow at a 10% compound annual growth rate from 2010 to 2015. Marketing efforts by traditionally print-based publishers have primarily been focused on delivering a product that will increasing e-commerce sales as an additional, and needed, revenue stream while the industry is in transition. As businesses are becoming more dependent on e-commerce revenue, more attention is turning towards delivering a mobile purchasing experience that is similar to the experience delivered via PC. Consumers expect their mobile experience to be better or equal to the experience received online. In the move into digital publishing, the focus must be on optimizing the reader’s mobile experience.

An app is a piece of software that is written on a technology platform and distributed through App stores such as iTunes, Android Play Store, etc. Mobile Apps are internet applications designed to run on smartphones and other mobile devices. Mobile apps are a good choice for digital publishers for many reasons, including:

  • They can be used without an internet connection
  • Mobile apps are fast. Since most of the information is stored within the application, there is no wait to load info over a slow connection.
  • Any information that needs to be updated can be done in the background, allowing access to other information on the device at the same time.
  • Mobile Apps are great for storing larger amounts of information, such as videos and catalogues.

If your goal for digital publishing is about creating an interactive and engaging place for users to view and take advantage of your information, a mobile application is the best choice for your business.

Let Mediawire show you.

Monetizing Your Digital Publication

The appetite for apps is very strong and increasing as the number of tablet users increases. According to the Online Publishers Association’s 2012 study, A Portrait of Today’s Tablet User Wave II, (the statistics quoted in this piece are from that study) users downloaded an average of 22 apps in 2012, and paid apps accounted for 23% of all tablet apps downloaded in the 12 months covered by the survey.

The tablet app market in the United States in 2011 was $1.4B, in 2012 $2.6B, and we are anxious to see what the numbers look like for 2013. Based on these numbers alone it is obvious that digital publishers must develop a strategy to monetize their publications to create new and on-going revenue streams.

Due to the initial advantage of being the first out with their tablet and the comprehensive nature of their app store, Apple still dominates slightly in terms of money spent on tablet apps, but Android is catching up and is expected to overtake Apple’s numbers in the near future.

apps

A very promising statistic revealed by the OPA’s study is that 61% of tablet users have purchased any type of digital content on their tablet. As users become more comfortable with digital transactions and as they app offerings increase, this number will increase as well.

The top paid content areas in 2012 were entertainment, sports, and weather. Two of those categories are obviously perfectly suited to the digital magazine format! Tablet users increasingly prefer free apps with ads versus paid apps. Turn-Page.com and mediawiremobile.com just might be the solutions that your business needs to get established in this new and lucrative market.

mediawiremobile.com