Best of the UK…..

In the States we’ve been helping publishers generate revenue through rich media and sponsorship positions in their Nxtbooks for over 8 years. If you needed inspiration from another 40pg monthly title that had been increasing revenue through up-selling banner ads we could easily source a sample of publisher who had been there and done it. Our Digital Revenue Guide www.bestofnxtbook.com has made us the first choice for some of the worlds’ most forward thinking publishers who want to ensure their digital magazines work as long term investments. However if you’re in Europe and just getting started with digital over 40 sponsorship positions and rich media elements to choose from can leave you wondering where to start. With this in mind we have come up a UK version of our popular revenue guide – The Best of Nxtbook (UK), reflecting what our publishers are currently finding successful. This includes a variety of blow-in cards, flash animation and ad-gen features to up-sell to advertisers along with interactive ways of engaging readers through slide-shows, surveys and video elements. Click on the link to see what UK publishers are doing to make their digital editions successful: http://www.nxtbook.com/nxteu/NxtbookMedia/bonb2010_amber/ – For support, advice and training on generating revenue through your digital publication contact your Nxtbook Account Manager who will be able to advise.

 

So what else is happening this side of the pond? Well for the 3rd year in a row the European office is supporting Key 103 Radio’s Cash for Kids Campaign, a great charity that embraces what Christmas is all about raising money for toys for local families, please find details below:

http://www.key103.co.uk/Article.asp?id=2024449&spid=24139 

 

Just in Case You’re a Workaholic (Or British)

True story: I’m very proud of the readership of this blog and one of the main ways we get readers is through our Thursday newsletter push, which has a very healthy open rate, except for one day of the year: Thanksgiving.

Oh yes, like clockwork the newsletter will go out on Thursday, but also like clockwork, my in-bin will be swarmed with hundreds of out-of-office messages, all with some variation of "I’m putting up with my extended family in the name of being a glutton." And to all of you, we say, "Happy Thanksgiving."

But in the event that you are British (or of another non-Thanksgiving-celebrating nationality) or are actually reading this newsletter, it wouldn’t be right to not give you any content, so I offer you a Google search of Nxtbooks offering Thanksgiving recipes. This proves at least two points:

1. Nxtbook content is searched by Google and other search engines.
2. There’s a lot of great food out there for this holiday. So pull up a chair and dig in.

Stats on Mobile Usage

"Mobile" has been the word on everyone’s minds since before the dawn of the iPad, but it’s hard to gauge the actual impact of the devices based on hearsay and general hype. That is why Nxtbook keeps a close eye on up-to-date facts and statistics concerning this very issue.

Nxtbook Media uses Omniture to track readers’ behavior within our clients’ digital editions to help inform clients about their reader engagement trends. One of the other services Omniture provides is access to anonymous aggregated Internet data – such as the operating system and mobile device profiles – of users accessing Omniture-tracked sites.

Currently, desktop users still have a landslide lead over users who access the sites with mobile devices (tablets included). However, of those who use mobile devices to access Omniture-tracked Internet sites, the following devices claim the listed percent of use:

Apple iPhone – 42.7%
Apple iPad – 11.5%
Motorola Droid – 9.2%
Apple iPod Touch – 7.4%
Nokia 5800 – 4.5%
HTC Evo – 4.5%
Nokia 5230 – 2.4%
Blackberry 8530/Curve – 2.0%
Blackberry 8330 – 1.9%
Motorola Droid – 1.8%
RIM Blackberry 97000/Onyx – 1.6%
Nokia E63 – 1.5%
RIM Blackberry Tour 9630 – 1.4%
Nokia E71 – 1.4%
HTC Droid Incredible – 1.3%
(Other devices are tracked but have less than 1.3% of total usage)

To be clear, when considering mobile usage, it’s important to take your specific readers’ behavior into account. Nxtbook Media clients should check their tracking records to see how their readers prefer accessing their digital editions. Currently, we’re finding about 2% of readers access the digital edition through a mobile device or tablet. If you don’t have one already, it might be time for you to consider your mobile strategy.

Celebrating Eddies and Ozzies

Folio: magazine’s annual Eddie and Ozzie Award finalists have been announced, and out of 2,000 original entries, many of the finalists are Nxtbook Media clients! Congratulations! The Eddies and Ozzies are among the most prestigious awards in the industry. Eddies celebrate editorial excellence while Ozzies are awarded for superior design.

While it’d be great to post all of our winning clients’ information, I’ve nabbed four clients from the "Full Issue" award categories. Check out their award-winning digital editions and see how these publishers achieve excellence in digital publications.

The Nielsen Company, Contract Magazine, March 2010

Energy Central, EnergyBiz, May 2010

Advanstar Veterinary Healthcare, Veterinary Economics, June 2010

Cypress Magazines, Golf Inc., Spring 2010

These publishers, along with the other finalsts, will be honored in New York City at an awards luncheon on January 13, 2011. To see the full list of Eddie and Ozzie winners, visit Folio: magazine website.

The Nxtbook Runs Great on a Samsung Galaxy, But I Don’t Know if It Matters

A couple of us are in the UK this week, checking out our Manchester team’s spunky new offices and visiting some customers and prospects. Imagine my surprise when one of them produced the Samsung Galaxy, one of the hot new tablets, which has been available in Europe for two weeks and it hitting US shelves as we speak. There’s been some speculation that this device could give the iPad a run for its money.

In my opinion, probably not, at least not for publishers and their readers. No doubt, it’s slick, it’s fast and it’s fun, but the small size means you lose a lot of the oooh and ahh that the iPad generates when loading a digital magazine. Understand, the Nxtbook did everything we’d want it to do. Problem is, with a 7" screen, it was doing it all smaller.

We’ll keep an eye on this device, and particularly for its larger sibling due later in 2011, but for now, we agree with Steve Jobs: 7 inches is too small for a true tablet and too big for a smartphone. It’s a tweener, which isn’t often a good place to be. And perhaps the public agrees, with prices in Europe already falling, just two weeks after the device’s release.

Hey iwearyourshirt.com Guys!

On Friday, Nxtbook Media was featured on iwearyourshirt.com. Jason and Evan, two entrepreneurs and broadcasters for the site, wore Nxtbook Media T-shirts and blasted Nxtbook-related content across the web in a model publishers should consider. They drive their audience to their website, social media pages, and video sites through a network of links and engaging content.

The day of Nxtbook’s feature, they:

• tweeted about it repeatedly (using both conversational and update styles)
• posted links and photos to their facebook pages
• placed photos on their public flickr account
• blogged about us on their Web site
• created attention-grabbing videos
• engendered conversation through a live video stream with their audience

For publishers looking to reach a larger audience that’s more engaged with their brand, this is a great model to consider. First and foremost, make sure your digital edition is flawlessly integrated with social media sites. Then, start integrating.

Tweet about specific articles, newly released issues of your digital edition, or about additional content in your company’s blog. (Click here for tips to get retweeted.) Post links to important articles to your company’s facebook page, or ask your employees to do the same. Stick pictures of your Nxtbook’s cover on your blog or website. Entice your website visitors with pull-out quotes and links driving them to your digital edition. Create interesting videos and put them on YouTube for Web browsers to find.

Overwhelmed? Call your Account Manager and ask how to start your social media campaign. Or ask about Talefoundry, a content marketing agency which can help lay the pathways to steer your audience deeper into your digital edition or further into your brand.

Click here to see our own video to the people of iwearyourshirt.com

 

 

 

Webinar Q&A

The following was written by Marketing Director Marcus Grimm regarding yesterday’s webinar, The State of the Digital Magazine Industry. Due to technical difficulties, it merely appears that Joy was the author.

Thanks to the kind folks at FOLIO, we had a great webinar yesterday. In that webinar, we took a look at our Satisfaction Survey Results, where we asked publishers how satisfied they were with the performance of their digital magazine.

Time didn’t permit me to answer all of the questions, so I’m taking the liberty of addressing them here:

1. I met with a vendor that offers and iPad version that allows the publisher to update images in photo galleries, swap out video clips and even modify text on their own, without having to ask the vendor. This is a very appealing feature because having to contact the vendor every time we want to update content would take longer and cost more money. How common is it? What are your thoughts about giving publishers this type of personal control over digital content?

It’s easy to see why this would be an appealing feature, and many digital magazine solutions can handle this in several different ways. In most cases, however, it’s a feed-driven system, populating new content via RSS feeds or something similar. Despite teh fact that such technology has been around for years, we don’t see it used often in the digital magazine space. I speculate it’s because most publishers – and readers – like the permanence of their magazine collection of content. More and more, magazines are put together with specific purposes, whereas websites are put together with an emphasis on what is new.

2. Can you show some screen captures of your iPad app?

To see Nxtbook apps in action, you can view this YouTube link or download Uptime Magazine or Teradata Magazine directly from iTunes.

3. Are publishers developing apps in-house or via a vendor?

Though we’ve seen publishers doing both, in most cases the math won’t justify you doing it in-house. Keep in mind, a good digital magazine will be read by 15% of your audience, and an app will be read by a small fraction of the 15%. Most publishers conclude it’s not a good use of resources to do their digital magazine in-house, so why would you undertake an app in-house?

4. Do interactive magazines tend to have as high a "page count" as digital magazines that replicate print?

In general, how much more time per page does it take to create an interactive "page" compared to a print page? How much additional staff does it require?

Currently, it seems as if most interactive magazines have a higher page count, because publishers take the print version and give it a new layout with larger fonts. However, I suspect that page counts will fall as we begin to more thoroughly optimize for the online reader. In terms of time, our experience is that laying out and creating and optimized version of your magazine – using the print layout as a guide – takes about 50% of the time as doing the print. If you don’t have the resources on hand to do that, Nxtbook now offers this service. Ask your Account Manager for details.

5. Where do designers learn to create digital optimized magazines? This is like the Wild West, and things are changing quickly. For the smaller publishing company, where and how do they A) train current staff? B) find qualified staff?

You’re right. Things are changing quickly. However, we’ve made a digital design guide, which is a good place to start. (Ask your Account Manager for details!) In addition, our creative team is available to evaluate or tweak work your team has done, or even create a new style guide for you. As far as where you find qualified staff, in a word: you can’t. You are very unlikely to find someone with these skills. Instead, hire for flexibility and versatility because the market realities are changing every day. The design team at Nxtbook is a perfect example. These are all guys (and girls) who had only done print work until a few years ago. Now we’re optimizing content for new devices everyday.

6. Could you give a quick/brief overview of the main reasons to opt for a digital edition of your magazine rather than a website?

A magazine is a collection of content assembled together in an order and manner in which an editor intended. Your website is arranged in the way that search engines want. Consequently, websites generate more visitors, but without the systematic aggregation and flow, they lack the deep engagement times found in digital magazines. Finally, engaged readers click-through at a much higher rate.

7. Do you see a digital newsstand in the future that sells both digital and print?

Why this hasn’t been done, yet, is a mystery to me. Nxtbook partners with eMagazines.com to sell digital subscriptions, but eMagazines is owned by the same bright fella who runs ValueMags for print pubs. I don’t know why they don’t combine them into one, and told him as much two years ago, but it’s his company, so he can do whatever he wants. In all seriousness, I like the idea of selling content, first, and then allowing the reader to choose the format, rather than the other way around.

8. Is ad revenue potential on digital editions mainly based on volume/circulation?

It’s certainly partially based on it, as you need some readers to generate volume. However, you’d be wrong to sell it based on volume alone. If you read#6, click-throughs will be higher and the audience will be more highly engaged, which means you don’t want to fall into the trap of selling it like a banner ad.

9. What are the metrics you would use to measure digital edition audience engagement?

Time spent per visitor is a huge one, as most digital magazines have 4-6 times the minutes per visitor as a website. Click-through rate is another one. Engaged readers tend to interact with your product more, and one way they do this is by clicking on ads. A final interesting – but less monetizable – form of engagement is how interested the audience is with sharing your content via social media.

Finally, there were a handful of questions asking about paid subscriptions versus unpaid supbscriptions, and if we split the data that way. We did not, though we split it BtoB and BtoC. Historically speaking, most (but not all) of BtoB titles tend to be free and BtoC sell subs online (or would really like to), so viewing the data that way can be helpful.

In the next few weeks, we’ll be finishing up the analysis and putting into a white-paper. Keep your eyes on this blog to know when!

Will the Nextbook Play the Nxtbook?

As if there weren’t enough confusion in the industry, we’re now catching reviews of the Nextbook eReader. To be clear, we don’t own them. They don’t own us. We’re East Coast. They’re West Coast. They’re hardware. We’re a service.

All that said, it is a valid question: Will the Nextbook play the Nxtbook?  In theory, it should. The Nextbook is running Android 1.6 and at least one review claims that it will have Flash, too. Considering we support Android 1.6 and up as well as Flash, the experience should be alright. But to know for sure, I guess you’d have to ask, uh, Nextbook.

Chevy Volt Mag Vaults to the Top of the Pile

SAE International has found a way to bring their readers exactly what they want: a digital magazine completely devoted to one new and exciting product.

In a bold move, SAE International created a digital magazine based solely on the new 2011 Chevrolet Volt called Vehicle Electrification. As one article tagline sums up, it’s a peek "Inside GM’s new extended-range electric car and its technologies." By making a digital magazine, SAE International’s timely content could spread virally from forum to friend among car and engineering enthusiasts.

In checking a few blogs covering the Volt, I found comments from people discussing various pages in the magazine (such as pages 41, 48, and 26). One person mentioned bookmarking the edition for rereading in the future. Check out some of the chatter this product-specific digital magazine has generated among readers by clicking here and viewing the gm-volt forum.

Others spread the content through Twitter. I lost count of how many times an article promoting this magazine was retweeted on my own Twitter feed. (View the tweeted article by clicking here.)

There isn’t a secret to being successful with digital magazines, but SAE International designed for some of the inherent benefits: timely information distributed quickly, creating content important to your audience, and using an interface that allows your content to be spread virally.

We Love Feedback

We love to hear from our clients about how we’re doing. Whether you have positive or negative comments, we always want to know about it. 

Cindy Solomon, a Project Manager for United Methodist Communication, wrote this in an email to Nxtbook Media Account Manager Adam Grim:

"I don’t think I’ve ever worked with a company that has a more on-the-ball and responsive staff than Nxtbook. Every time I’ve contacted you or anyone else there and left a message, I’ve always heard back in a very timely manner. In addition, you and everyone else there has such a can-do attitude. Doing business with you is hassle free and very positive."

United Methodist Communication partnered with Nxtbook Media to produce digital editions such as The Interpreter. This digital magazine takes advantage of digital extras, such as adding video a reader can click to play on this spread.

If you have any comments you’d like to share, feel free let your Account Manager know, or email info@nxtbookmedia.com.

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