Digital Magazines, 2008 - Supplement to Folio - (Page 7)

will determine the success or failure of the mation portable. “And as the technology continues to improve, which all technology digital publication.” Also, the technology has gotten much does, it will make them even more excited more robust in the last couple of years. about reading in a digital format,” he says. On the other hand, Texterity’s Cimarron Vendors can add RSS feeds, enhanced ads, and many more bells and whistles, while the Buser believes that trade magazines are “the sweet spot”—at least in publisher still needs to supply terms of acceptance. “B-to-b only a PDF of the magazine. publishers have found digital That means that small publishdelivery useful because of the ers who can’t afford to dedicost savings and the ability to cate the resources necessary reach out internationally,” he to keep up with cutting-edge says, “and advertisers seem trends can also participate. to be responsive in that are“As the Internet continues na.” The readers—whether to evolve, the high-ﬁdelity exconsumer or b-to-b—are perience has become very important to consumers,” says also responsive. Key ﬁndings Zinio CEO Rich Maggiotto. John Blanchard published in Texterity’s “Pro“The magazine layout is quite VP of Operations ﬁle of the Digital Magazine conducive to that and can beReed Business Information Reader 2007” indicate high overall satisfaction with digicome a graphically intense, rich media experience. Some content pro- tal magazines (see chart, opposite left). Nxtbook’s Grimm agrees. Nxtbook’s viders realize that they must expand to rich media in order to ensure against audience clients are about 90 percent b-to-b. The erosion. Others are slow to move. At the end company has been growing 30 percent of the day, though, publishers are content for the last three years in both readership creators and audience builders. They have a and revenue—a trend Grimm expects to continue. “Every month, more than a milbrand, a trusted brand, not a magazine.” In large part, the industry is still being lion people read a Nxtbook,” he says, “and shaped by the needs of Some Big Suppliers Expand Rapidly the marketplace, according to John Blanchard, Digital vendors will tell you that their growth has been phenomenal — anywhere from 25 to 50 percent a year for the last two to three years and exVP of operations at Reed pected to continue at that rate. Here’s a sample of how some of the leading Business Information. names in the business have grown from 2004 to 2008. “Quite frankly, I don’t think it’s moving fast Magazine Titles 2004 Magazine Titles 2008 enough,” he says. “DigiNxtbook Media 100 600 Texterity 50 600 tal edition vendors are Olive Software 200 650 monitoring the needs of Zinio 275 (2005) 868 the publishers and modSOURCE: Company Reports ifying their platforms accordingly. I’d like to see them come up with more innovative ways they stay inside for ﬁve minutes compared to use the technology and then integrate it to the average stay of less than a minute within the publishing platform.” on a Web page. The click-through rates are also higher. It’s just a different type of expeDEFINING THE AUDIENCE rience.” So he believes the b-to-b sector is AND FINDING THE “SWEET SPOT” “a natural” for digital delivery. No one believes that digital will replace Of course, taking into account Zinio’s 300 print. Yet kids 18-34—which Stephen Ber- publisher clients that represent 850 mostly nstein, president of Zenbu Media, calls “the consumer digital magazines—a number sweet spot for digital”—are techno-savvy, continued on page 8 on the computer a lot, and like their infor- What actions have you taken as a result of reading an article in this digital publication? Saved (downloaded) the magazine for future reference 81% 62% 53% 32% 32% 18% 5% Other Discussed an article with others Emailed an article to a friend or colleague Recommended the purchase of products or services Incorporated a new technique/ medium/product Purchased a product or service 7 What actions have you taken as a result of reading an ad in this digital publication? Looked at advertiser website 72% 40% 38% 33% 17% 6% Other Contacted advertiser for more information Sent information about advertiser to friend or colleague Recommended product or service Purchased a product or service Source: “Digital Magazine Study,” PennWell, May 2007 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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