BtoB Media Business - December 2010 - (Page 29)
AUDIENCE DEVELOPMENT
Audience Development
Measured approach
Figuring out e-reader metrics a challenge for trade publishers
BY MARK J. MILLER
I
n the first two quarters of the iPad’s existence, 7.46 million were sold—marking the start of a collective eyeball shift to a variety of tablet readers. And where the eyeballs go, audience developers must follow. However, the infancy of the marketplace has many audience developers moving forward only cautiously with iPad apps. “How our audience-development team approaches iPads/tablet readers is an evolving process,” said Rita M. Foumia, corporate strategy director at BNP Media. “This is a new medium for everyone, and our team will need to determine how it fits with the overall goals of each of our brands.” Foumia said one way to build audiences with an iPad is to engage that audience and push it to interact. “Our goal is to provide our audience with an experience they’ve never had before by using the capabilities of the iPad or [other] e-readers to deliver more interactive content,” she said. She suggested, when consumers are excited about brands, they tend to return. “It’s also an opportunity to find new audience members or an opportunity to upsell other products or services we offer.” The challenge for Foumia is that BNP may be more ready than the target audience. “As we make the investment in these new platforms,
some of our markets are not as technologically savvy,” she said. “We may not see the results of our investment until much later.” That information, though, is crucial from a business standpoint. Because mobile apps in the b-to-b publishing world are still rare, Brandon Friesen, VP-group publisher at UBM TechWeb, said consumers’ interaction with InformationWeek’s mobile apps demonstrates fierce brand loyalty. “Advertisers and media buyers know they are getting the créme de la créme of the IT audience,” he said. Friesen advises audience developers to forget the initial hoopla over the iPad, particularly as some publications’ iPad numbers have fallen dramatically from where they started. “We are redesigning our digital issues to be even more iPad- and tablet-friendly and these provide users an excellent experience on these mediums,” he said. “The full-blown website experience is fantastic on the iPad and other tablets. We will evaluate other platforms as they emerge, but we are also focused on providing an HTML 5 version of our content, which will work across any device.” Meanwhile, BPA Worldwide is trying to figure out e-reader metrics. “Understanding how important these are and will become in the media landscape, we are currently working with media publishers, digital magazine enablers and advertisers in an effort to gather data and determine what metrics are most valuable to the marketplace,” said Glenn Schutz, manager of communications at BPA. “We should have some solid data and clear direction some time early in the new year.”
CIRCULATING
Trying to solve the app riddle
ebecca McPheters, the president of audience-development consultant McPheters & Co., is doing global tracking and evaluation of more than 800 media-related apps with her company’s iMonitor system. Media Business: How will e-readers affect audience development? McPheters: We believe that in five years, device readership will account for more than half of most audiences for brands rooted in print. [Building a market with an iPad BIO app] is hard, and no one has yet hit on the perfect solution. Cutting through the clutter REBECCA of 40,000 other apps is hard. There is a real MCPHETERS President, need for a newsstand on the Apple App McPheters & Store. We are seeing a significant trend in Co. publishers utilizing apps for other titles and from other owners to advertise their own apps. MB: What should audience developers be looking and asking for from the app design team? McPheters: Good design, great functionality and as much rich media as possible to elevate the consumer experience. We’re seeing that a lot of apps don’t work well, and most [though generally not those from top-tier publishers] are still straight PDFs.
R
When you want your conference/event production to go: •professionally •smoothly •cost-effectively
Producer Specializing In B-to-B Events 203-258-9505 sraddock@meetricsgroup.com
Steve Raddock
mediabusinessonline.com | December 2010 | Media Business | 29
http://www.mediabusinessonline.com
Table of Contents for the Digital Edition of BtoB Media Business - December 2010
Btob Media Business - December 2010
Contents
Changing of the Guard at Forbes Media
Is Custom Content the Future of Media?
Looking for a Vendor? Check Out Our Annual Guide
Frustrated Sales Guys Launch Media Company
Sales & Marketing
M&A
Development
Events
Production
People
Benchmarks
BtoB Media Business - December 2010
BtoB Media Business - December 2010 - Btob Media Business - December 2010 (Page Cover1)
BtoB Media Business - December 2010 - Btob Media Business - December 2010 (Page 2)
BtoB Media Business - December 2010 - Contents (Page 3)
BtoB Media Business - December 2010 - Changing of the Guard at Forbes Media (Page 4)
BtoB Media Business - December 2010 - Changing of the Guard at Forbes Media (Page 5)
BtoB Media Business - December 2010 - Changing of the Guard at Forbes Media (Page 6)
BtoB Media Business - December 2010 - Changing of the Guard at Forbes Media (Page 7)
BtoB Media Business - December 2010 - Is Custom Content the Future of Media? (Page 8)
BtoB Media Business - December 2010 - Is Custom Content the Future of Media? (Page 9)
BtoB Media Business - December 2010 - Is Custom Content the Future of Media? (Page 10)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 11)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 12)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 13)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 14)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 15)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 16)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 17)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 18)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 19)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 20)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 21)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 22)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 23)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 24)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 25)
BtoB Media Business - December 2010 - Looking for a Vendor? Check Out Our Annual Guide (Page 26)
BtoB Media Business - December 2010 - Sales & Marketing (Page 27)
BtoB Media Business - December 2010 - M&A (Page 28)
BtoB Media Business - December 2010 - Development (Page 29)
BtoB Media Business - December 2010 - Events (Page 30)
BtoB Media Business - December 2010 - Production (Page 31)
BtoB Media Business - December 2010 - People (Page 32)
BtoB Media Business - December 2010 - People (Page 33)
BtoB Media Business - December 2010 - Benchmarks (Page 34)
BtoB Media Business - December 2010 - Benchmarks (Page 35)
BtoB Media Business - December 2010 - Benchmarks (Page 36)
BtoB Media Business - December 2010 - Benchmarks (Page 37)
BtoB Media Business - December 2010 - Frustrated Sales Guys Launch Media Company (Page 38)
BtoB Media Business - December 2010 - Frustrated Sales Guys Launch Media Company (Page 39)
BtoB Media Business - December 2010 - Frustrated Sales Guys Launch Media Company (Page Cover4)
https://www.nxtbook.com/nxtbooks/crain/mb1112
https://www.nxtbook.com/nxtbooks/crain/mb1012
https://www.nxtbook.com/nxtbooks/crain/mb0912
https://www.nxtbook.com/nxtbooks/crain/mb0212
https://www.nxtbook.com/nxtbooks/crain/mb0312
https://www.nxtbook.com/nxtbooks/crain/mb0412
https://www.nxtbook.com/nxtbooks/crain/mb0612
https://www.nxtbook.com/nxtbooks/crain/mb0512
https://www.nxtbook.com/nxtbooks/crain/mb1111
https://www.nxtbook.com/nxtbooks/crain/mb1011
https://www.nxtbook.com/nxtbooks/crain/mb0911
https://www.nxtbook.com/nxtbooks/crain/mb0611
https://www.nxtbook.com/nxtbooks/crain/mb0511
https://www.nxtbook.com/nxtbooks/crain/mb0411
https://www.nxtbook.com/nxtbooks/crain/mb0311
https://www.nxtbook.com/nxtbooks/crain/mb0211
https://www.nxtbook.com/nxtbooks/crain/mb1210
https://www.nxtbook.com/nxtbooks/crain/mb1110
https://www.nxtbook.com/nxtbooks/crain/mb1010
https://www.nxtbook.com/nxtbooks/crain/mb0910
https://www.nxtbook.com/nxtbooks/crain/mb0710
https://www.nxtbook.com/nxtbooks/crain/mb0610
https://www.nxtbook.com/nxtbooks/crain/mb0510
https://www.nxtbook.com/nxtbooks/crain/mb0410
https://www.nxtbook.com/nxtbooks/crain/mb0310
https://www.nxtbook.com/nxtbooks/crain/mb0210
https://www.nxtbook.com/nxtbooks/crain/mb1209
https://www.nxtbook.com/nxtbooks/crain/mb1109
https://www.nxtbook.com/nxtbooks/crain/mb1009
https://www.nxtbook.com/nxtbooks/crain/mb0909
https://www.nxtbook.com/nxtbooks/crain/mb0709
https://www.nxtbook.com/nxtbooks/crain/mb0609
https://www.nxtbook.com/nxtbooks/crain/mb0509
https://www.nxtbook.com/nxtbooks/crain/mb0409
https://www.nxtbook.com/nxtbooks/crain/mb0309
https://www.nxtbook.com/nxtbooks/crain/mb0209
https://www.nxtbook.com/nxtbooks/crain/mb1208
https://www.nxtbook.com/nxtbooks/crain/mb1108
https://www.nxtbook.com/nxtbooks/crain/mb1008
https://www.nxtbook.com/nxtbooks/crain/mb0908
https://www.nxtbook.com/nxtbooks/crain/mb0708
https://www.nxtbook.com/nxtbooks/crain/mb0608
https://www.nxtbook.com/nxtbooks/crain/mb0508
https://www.nxtbook.com/nxtbooks/crain/mb0408
https://www.nxtbook.com/nxtbooks/crain/mb0308
https://www.nxtbook.com/nxtbooks/crain/mb0208
https://www.nxtbook.com/nxtbooks/crain/mb0108
https://www.nxtbook.com/nxtbooks/crain/mb0707
https://www.nxtbook.com/nxtbooks/crain/mb0607
https://www.nxtbook.com/nxtbooks/crain/mb0507
https://www.nxtbook.com/nxtbooks/crain/mb0407
https://www.nxtbook.com/nxtbooks/crain/mb0307
https://www.nxtbook.com/nxtbooks/crain/mb0207
https://www.nxtbook.com/nxtbooks/crain/mb0107
https://www.nxtbook.com/nxtbooks/crain/mb1206
https://www.nxtbookmedia.com