Comments on: Clicks, Schmicks… http://www.nxtbookmedia.com/blog/2009/01/07/clicks-schmicks/ The blog of Nxtbook Media Thu, 22 Dec 2011 23:08:59 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Marcus http://www.nxtbookmedia.com/blog/2009/01/07/clicks-schmicks/comment-page-1/#comment-104716 Marcus Tue, 13 Jan 2009 18:21:38 +0000 http://nxtbook.com/blog/?p=1407#comment-104716 That's a great point, Mike, and I agree: engagement IS where it's at. More often that not, we compare engagement times of a digital magazine to a website, and the data shows the digital magazines wins every time, both in terms of click-throughs and time spent inside. As far as comparing a digital magazine to a print magazine, they are just very different animals. With today's technology, a digital magazine CAN'T give me the level of intimacy of print. However, it can do other things to drive engagement - bonus video interviews, direct links to other material, etc... All of these things help boost engagement, not necessarily BETTER than print, but DIFFERENT than print and (here's the kicker) at a fraction of the cost of print, and with a built-in ROI. To us, the digital magazine doesn't replace the print OR the website. But it's cheaper than print and more engaging than a website, so it fits in a nice spot in between. That’s a great point, Mike, and I agree: engagement IS where it’s at.

More often that not, we compare engagement times of a digital magazine to a website, and the data shows the digital magazines wins every time, both in terms of click-throughs and time spent inside.

As far as comparing a digital magazine to a print magazine, they are just very different animals. With today’s technology, a digital magazine CAN’T give me the level of intimacy of print. However, it can do other things to drive engagement – bonus video interviews, direct links to other material, etc… All of these things help boost engagement, not necessarily BETTER than print, but DIFFERENT than print and (here’s the kicker) at a fraction of the cost of print, and with a built-in ROI.

To us, the digital magazine doesn’t replace the print OR the website. But it’s cheaper than print and more engaging than a website, so it fits in a nice spot in between.

]]> By: Mike http://www.nxtbookmedia.com/blog/2009/01/07/clicks-schmicks/comment-page-1/#comment-104715 Mike Tue, 13 Jan 2009 17:37:57 +0000 http://nxtbook.com/blog/?p=1407#comment-104715 Marcus...I guess where my fear lies with everyone jumping on the digital bandwagon is that for the most part I don't see that they engage the reader like printed pieces. Don't get me wrong, I see the benefits such as cost and margin for the publisher as well as the click through benefits and low advertising costs for the advertiser but, isn't the engagement of the reader where it's at? I also realize that at the end of the day in this economy it's how can we lower costs and increase penetration at the same time but, I think integration is key so we don't follow each other off the cliff. Marcus…I guess where my fear lies with everyone jumping on the digital bandwagon is that for the most part I don’t see that they engage the reader like printed pieces. Don’t get me wrong, I see the benefits such as cost and margin for the publisher as well as the click through benefits and low advertising costs for the advertiser but, isn’t the engagement of the reader where it’s at? I also realize that at the end of the day in this economy it’s how can we lower costs and increase penetration at the same time but, I think integration is key so we don’t follow each other off the cliff.

]]> By: Marcus http://www.nxtbookmedia.com/blog/2009/01/07/clicks-schmicks/comment-page-1/#comment-104642 Marcus Tue, 13 Jan 2009 02:19:01 +0000 http://nxtbook.com/blog/?p=1407#comment-104642 Thanks for the question, Mike... This study didn't go into what marketing execs want -- only what they should be wanting: exposure, as well as leads. At the end of the day, marketing guys want sales, but we easily fall into the trap of thinking that the only thing digital can give us is tangible leads through clicks. Truth is, brand building still has value, even if it isn't so easy to quantify. (As the marketing guy here, I wish this wasn't true, because it makes my job HARDER. Nevertheless, it IS true, so my move is to evaluate how my ads effect my brand even when they haven't been clicked.) Thanks for the question, Mike… This study didn’t go into what marketing execs want — only what they should be wanting: exposure, as well as leads.

At the end of the day, marketing guys want sales, but we easily fall into the trap of thinking that the only thing digital can give us is tangible leads through clicks. Truth is, brand building still has value, even if it isn’t so easy to quantify. (As the marketing guy here, I wish this wasn’t true, because it makes my job HARDER. Nevertheless, it IS true, so my move is to evaluate how my ads effect my brand even when they haven’t been clicked.)

]]> By: Mike http://www.nxtbookmedia.com/blog/2009/01/07/clicks-schmicks/comment-page-1/#comment-104628 Mike Mon, 12 Jan 2009 23:42:48 +0000 http://nxtbook.com/blog/?p=1407#comment-104628 So, put it in a nutshell...besides digital, what are the greatest things top marketing execs are demanding from their advertising? So, put it in a nutshell…besides digital, what are the greatest things top marketing execs are demanding from their advertising?

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