Gilbane Research Report - Digital Magazine Editions - (Page 10)

Digital Magazine and Newspaper Editions: The Data o Most B2C publications have a much larger average circulation. Unlike B2B publications, they are usually read at home or while traveling. Because these publications are usually read outside of working hours, B2C readers do not have the same easy access to computers and networks in the work environment. There are still a significant number of homes that have no personal computer or the high-bandwidth connections required to make reading digital magazines a pleasant experience. When the proper equipment and connection do exist, they are frequently shared among several family members, making it less practical and convenient to read a magazine online. Many forms of B2C content focus on current happenings and thus their content has a shorter useful life. However, in topic areas such as hobbies, athletic activities, food, etc., the enduring value and appeal of archiving is greater and penetration rates are comparatively robust. While a gross generalization, our observations while conducting this study indicate that many B2B publishers simply are more committed to their digital strategies than their B2C colleagues. They have found innovative marketing approaches for promoting digital editions, such as sending a free digital edition as soon as a new subscriber signs up for their publication; offering frequent reminders about the availability of digital editions; and making hybrid packages of digital and print subscriptions available for little or no additional cost. In most cases, their digital edition is prominently displayed on their Web site and is well integrated into their overall Web strategy. Rapid growth in publications can actually depress overall adoption rates in the short term. For publishers that are dedicated to building their digital subscriber bases, the percentage of subscribers seems to increase by about two percentage points per year (e.g., from 10% to 12% to 14%). A large influx of new publications increases the representation of titles that are just beginning to build their digital subscriber base, thereby diminishing the overall percentage. This is more pronounced in B2C because the audited digital subscription base in 2005 was so small. In reviewing the performance of specific publications, we found examples where B2C digital readership grew steadily over the two-year period and others where digital readership declined significantly. Where there were declines, we suspect that publishers’ policies were modified to be less favorable towards digital editions. In B2B, digital editions were better established in 2005, and many publishers are expanding their participation in the digital edition segment of the market. o Why have penetration rates increased in B2B while declining in B2C? o One could argue that even the 15% B2B penetration rate is not particularly impressive and that the overall penetration rate of 3.2% is insufficient to garner the enthusiastic participation of publishers; what needs to be done to address this situation? o For well-entrenched behaviors such as those associated with reading magazines to be changed, there needs to be a significant improvement in the ©2008 Gilbane Group, Inc. 10 http://gilbane.com http://gilbane.com

Table of Contents for the Digital Edition of Gilbane Research Report - Digital Magazine Editions

Gilbane Research Report - Digital Magazine Editions
Table of Contents
Introduction
Section One: The Data
Section Two: Best Practice Cases
Nxtbook
Bentley Systems
Graduate Prospects
Hearst
Information Today
Marine Log
Vendor Description
Section Three: Buyer’s Guide
Section Four: Visionaries
Section Five: Conclusions
The Authors
About the Gilbane Group, Inc.
Our Sponsors

Gilbane Research Report - Digital Magazine Editions