Archive for August, 2013

Digital Magazines Offer Something Extra. Pass It On.

As digital publications and magazines in particular become more and more a part of mainstream media, it is easy to forget the added benefits and opportunities that they provide. When deciding to publish a digital version of a print magazine, publishers would do well to consider the value-added features available with the new medium, and integrate them into their brand. According to Magazines Canada Digital Factbook 2012, some of the great things that are possible with digital publishing are:

Availability - Digital issues keep on giving. Current and back issues may be accessed immediately online.

Interactive Extras - Digital issues provide access to videos, extra pictures and deeper reporting for heightened impact. Apps deliver added functionality.

Search Engine Friendly - Readers looking for specific information can arrive at a digital magazine page just as easily as they may a web site.

Dynamic - Digital magazines can be accessed and read on smartphones, tablets and eReaders, when and where you want.

Timeliness - When time matters, digital magazines deliver time-sensitive information to readers quickly.

360°Marketing Surround – Magazine content is available wherever there is connectivity, serving the mass and niche needs of readers. Consumers can feed their needs and passions at the click of a mouse, the press of a key or the tap of a finger.

Trusted Content – Trusted, curated content never goes out of style. Now it’s easier than ever to access information that you know is consistently reliable.

Engagement – Magazines have always been about high engagement at a very personal level. Add extra content and interactive features that digital provides, and a good thing just got even better. Digital media are the perfect complement to the printed page.

Magazine “brands” are rapidly extending to surround their target audiences where ever they live, work and play and smartphones are becoming integral to the complete digital experience. Although printed magazines remain the consumer’s number one reading choice, publishers are actively experimenting with digital content delivery that spans most every platform and device that consumers use.

Spread the word!

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Understanding What the Digital Landscape Means for Publishers and Advertisers

We love technology. We spend untold billions of dollars on the latest and greatest new devices and apps, and we are constantly looking to see what new toys are on the way. In recent years, groundbreaking mobile devices have transformed the way that we spend our time and access information.

Arguably, nowhere has the transformation been greater than in our consumption of magazines. In addition to reading paper copies while commuting to work, we can also play games and browse ads in digital editions on smartphones. The world is at our fingertips, and the possibilities are endless. To that end, tablets, e-readers and smartphones have created a whole new world of opportunities for publishers and advertisers.

Digital storefronts and new advertising models are able to combine content and commerce in new and wonderful ways. Thousands of new apps are created every day, catering to the needs and desires of people everywhere. Their reach is only limited by online access. The possibility for growth and increased audience has never been greater, and the digital publishing industry has not yet reached its peak.

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In order for publishers to succeed in this new digital landscape, it is more important than ever to understand their product, their customer’s relationship with that product, and how their customers’ use of the product will change in a digital environment.

Magazines are well suited for the digital transition to the tablet format because its size and orientation are similar to the printed page, but most people use more than one device, and publishers have to adjust their offerings to work on a tiny screen as well. From the perspective of how people use these devices, portability is of the utmost importance, as is the interaction between customer and brand.

Interactivity is the most significant feature in digital publishing. Never before have consumers been able to interact with each other about content. They can now instantly interact with the creator of the content – the publisher or advertiser. And last but not least, consumers can interact directly with the content itself.

It is necessary for content publishers to work with digital marketers to rework their traditional offering to create a seamless finished product that provides consumers with a complete and satisfying digital experience. Only then will consumers invest their time and money in the brand.

Digital Magazines- The Perfect Partnership

“Digital” and “Magazine” go together like peaches and cream, and tablet computers are the perfect serving piece. According to the magazine.org Factbook 2012-2013, 77% of men and 68% of women are open to digital reading, 71% of tablet owners are interested in reading magazines on their devices, and better yet, 67% prefer to. Also interesting is that 85% of men in the hard-to-reach 18-34 demo are interested in reading magazines on their tablets.

A few more interesting statistics from the Factbook show just how consumers are connected to magazines:

  • 38% of 18-34 year olds read magazines on electronic devices
  • 41% of digital magazine readers download apps and pa for magazine content.
  • 73% of 18-34 year old readers spend one hour or more reading or viewing electronic magazines

One of the most exciting findings about digital magazines is that the digital format drives engagement among readers. 70% want the ability to purchase products and services directly from electronic magazines, 73% read/tap on advertisements appearing in electronic magazines and 86% access the same electronic magazine two or more times.

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Digital readers respond to the content they consume. They share their experience with peers and visit websites and retail businesses based on what they are reading, both advertising and editorial. Among those who took action because of what they read, 26% purchased something. Digital content works! Readers spend 2.5+ hours per month consuming content and magazine apps are top earners in key iPad categories.

Avid digital magazine readers are more social media savvy than the general population and more engaged in social media. They share their experiences about daily activities and feel that the experience of interacting with media is enhanced when shared with others. Tablet users use social media to talk about what they are reading in magazines. This word-of-mouth advertising is priceless to a brand.

Turn-Page.com can help your business develop an effective, profitable digital presence. Ask us about it, and check out other interesting statistics from the study at magazine.org/factbook.

Magazine Ads. They Work!

Advertisements published in magazines are very successful for a variety of reasons, including:

  • Readers respond to magazine ads – anywhere in the book

It is well known that placement is somewhat responsible for the success of an ad. Advertisement   effectiveness by position in a magazine is almost evenly split by quarters, with the first quarter of the publications ad being noted 57% of the time, while the other three thirds being noted approximately 51-52% of the time, according to GfK MRI Starch Advertising Research, January – December 2011. 61% of readers took any action.

  • Magazine readers are social networkers and super influencers.
  • Magazines drive consumers online

Among many media including television, newspapers, radio and direct mail, magazine ads trigger online searches 36% of the time for adults 18+.

  • Magazine readers are early adopters and users of new media and the latest hardware.
  • Adoption of magazine codes is on the rise, driving digital connections for readers. Action codes offer a compelling way to activate print with mobile and social content that engages readers, builds brand loyalty, and captures new business.
  • Action codes motivate consumers to interact with brands

All but one of the top 100 U.S. magazines contained at least one action code in Q1 2012. They include

2D barcodes, QR codes, and Microsoft Tags.

  • Heavy magazine readers are also heavy mobile users
  • Magazine readers spend more time and money online
  • Magazines influence purchase decisions

Magazine advertising increases sales. Households exposed to the magazine campaign (test) spent significantly more(+3% to +36%) than those not exposed (control). Source: Meredith Corporation/The Nielsen Company, 2011.

  • Magazines generate purchase intent  and magazine ads increase sales across multiple categories

In our continuing exploration of the ways and reasons that magazines are more relevant than ever, we take advantage of the fantastic resource that is the MPA, The Association of Magazine Media. MPA  publishes a yearly Magazine Media Factbook, and the latest edition, 2012/2013 is full of interesting facts and statistics. All of the numbers quoted in this blog article are from this report. You can find more information and updates at magazine.org/factbook.

Ask us about how we can help you create your digital publications to take advantage of an engaged and loyal audience.

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