Digital Magazines, 2008 - Supplement to Folio - (Page 12)

12 house ad. Four of EH Publishing’s nine magazines have digital versions. And when that policy began, Crews felt sure they would be full of house ads. “But that didn’t happen,” she says. “We may have 10 house ads in an issue, but we also get a good chunk of revenue from the print advertisers included in the digital edition.” ALM Media has one paid and three controlled b-to-b magazines with digital editions, but advertising is “not at the forefront of the ad salespeople’s sales pitch,” says Shane Molloy, director of circulation. Digital is more of an added value—enhancements such as a digital blow-in card or popup offered gratis to get advertisers to buy more pages in the print magazine. “Over time, we hope advertisers—and salespeople as well—will get used to including the digital edition as a separate part of the sales package,” he says. “Right now, it’s all still very new for both.” And while Reed Business Information has earned some revenue through sponsorships—of landing pages, for example—it hasn’t been huge by any means, according to Blanchard. “We’re still just testing the waters. The additional revenue isn’t even a blip on the bottom line.” On the consumer side, some Playboy advertisers have customized their ads for the digital edition, but it hasn’t happened in a signiﬁcant way, according to Phyllis Rotunno, SVP, subscription circulation. It’s not a separate advertising buy; print advertisers get the digital space and can add enhancements if they wish. “Even though our digital The Best Attributes Of the Digital Format Do you agree? (completely/somewhat) It is a benefit to be able to click on a link within an ad The ads are easier to engage with digitally There are the same numbers of ads in digital and paper magazines There isn’t much difference in my perception of the ads Ads on the screen are more visually appealing The ads are better than paper magazine ads I am more likely to read an ad in a digital magazine than paper magazine The ads feel like they are meant for people like me (targeted) The ads enhance the reading experience The ads are less valuable in my reading experience The ads are a distraction and should be removed The ads make the magazine reading experience more pleasurable 84% 59% 52% 46% 44% 39% 37% 31% 26% 26% 25% 23% Source: “The Consumer Digital Lifestyle Survey,” conducted by Harrison Group for Zinio Media, March 2008 circulation is a nice healthy number [about 70,000],” she says, “it may not be enough in terms of selling advertising. The advertising models are still evolving.” Selling advertising in digital versions does seem to be a huge challenge, according to Jerry Okabe, VP, audience marketing/circulation at Penton Media—which publishes 22 digital editions. “There are so many options available—inserting audio and video, automatic links, all sorts of creative things—that it’s a real struggle selling it to advertisers.” he says. “It’s also new to a lot of salespeople.” Readers of digital magazines, however, are paying attention to the ads, according to “The Consumer Digital Lifestyle Survey,” conducted by Harrison Group for Zinio Me- dia and published in March. A combined 37 percent of respondents pay more attention to the ads in digital magazines than to those in print (see chart, above). Digital ads appeal to readers for a variety of reasons—the best beneﬁt (cited by 84 percent of respondents) being the ability to click on a link inside an advertisement. ENVIRONMENTAL Publishers are also realizing that they have to consider environmental issues if they want to serve their audiences in the way they want to be served. In Texterity’s second annual digital magazine readership survey, conducted in conjunction with BPA, readers ranked “environmental” as the third most important reason why they choose to read a digital edition. Searchability was ﬁrst; convenience, second. In previous studies, the environmental ranked no higher than number 12 (see chart, left). Similarly, in the just-published Zinio consumer study, “environmental concern” was the number-four factor in choosing digital over print. “A ‘green’ movement is circulating through law ﬁrms both in the United States and abroad,” ALM’s Molloy conﬁrms. “Some ﬁrms have actually hired chief environmental ofﬁcers.” As a result, ALM is increasing its circulation promotions aimed at the green aspects of digital subscriptions. l -JZ Subscribers like digital magazines for the ability to search, ease of saving, and environmental friendliness. Source: Texterity “Profile of the Digital Magazine Reader” 2007 The “Big Three” Reasons for Reading Digital Why do you subscribe to this digital publication? Special Supplement to FOLIO: and Circulation Management

Table of Contents Feed for the Digital Edition of Digital Magazines, 2008 - Supplement to Folio

Digital Magazines, 2008 - Supplement to Folio The State of Digital Magazine Delivery, 2008 Printers Extend Their Services to Digital Key ABC and BPA Audit Rules for Digital Editions What Drives Publishers to Use, and Readers to Read, Digital Magazines? The Art of Enhancement: Digital Magazines 2.0 Spin Reaches Out to Young Readers What About E-Paper? And Mobile Delivery? With Growth Comes Many Competitors Digital-Only Magazines Offer a New Strategy for Former Print Titles Going All-Digital Spawns a New Business Approach

Digital Magazines, 2008 - Supplement to Folio

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