Gilbane Research Report - Digital Magazine Editions - (Page 94)

Digital Magazine and Newspaper Editions: Best Practice Cases languages in all markets was particularly attractive. Playboy needed a digital publishing and e-commerce platform that could easily serve the world markets. The Principals Phyllis Rotunno is the Senior Vice-President for Subscription Circulation for Playboy. Rich Maggiotto is Zinio’s CEO. Meeting the Challenge Until the launch of the digital editions, sales of Playboy’s international editions were limited to the country in which they were produced. Now digital editions and the ecommerce platform have allowed Playboy to change to an “open skies” policy, allowing all international editions to be sold worldwide to appeal to the language preferences of individual readers. For example, the Mexican edition of Playboy sells more copies to Spanish speakers in the United States than in Mexico. The Playboy team found that Zinio’s combination of technology, e-commerce, and market savvy were ideal for their digital magazine business. They make the digital editions more attractive by adding additional content and rich media. Results From the beginning of the launch, Zinio’s e-commerce platform has enabled Playboy to sell thousands of copies. 40%-50% of the digital copies sold are in international markets. The digital editions help sell subscriptions and renewals to all product offerings. The lower costs and improved reliability of delivery have made both Playboy’s management and customers very happy. The international editions sold both domestically and worldwide now make up 1/3 of Playboy’s copies sold. Lessons Learned Readers prefer to read Playboy in their native language. Playboy develops a range of content and then deploys it on a variety of media formats to meet the specific interests and entertainment needs of international readers. There is a growing interest in communities and forums to enable readers to share their thoughts on controversial issues and articles. Rich media is popular in their target demographic. Gilbane Group Conclusions Digital product offerings are very effective in helping companies build their brands and serve readers in international markets. The outstanding articulation between the various media editions has helped the company generate very impressive digital subscription and advertising revenues. ©2008 Gilbane Group, Inc. 94 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