Big News From The Home Front

Big news. BIG news.

We have been working nearly around the clock to bring you this brand new version of our website. The site overhaul is directly influenced by our desire to serve visitors – like you – better, and we have made some significant upgrades.

One of the biggest changes is our Solutions section. (Click here to view.)
We created the Solutions section knowing many publishers face the same types of problems, whether it’s growing circulation, generating revenue, decreasing the sale cycle, or navigating mobile options. Rather than giving you a list of features and benefits and expecting you to decide what to do with them, we’re giving you real life examples of how publishers solved these issues. For example, click here to read how Henry Schein got creative with advertising and navigation to push readers deeper into their catalog.

We’ve also made it easier for publishers to find the resources they’re craving. We feature three top downloads on our new homepage, and we have a section dedicated to resources. For instance, click here to be taken to our white papers page in resources where you’ll find 5 white papers ready for FREE download.

So go ahead! Dig in! Dive deep in the website, and let us know what you think.

Should publishers use a contest to get new readers?

In the race to grab as many new readers as possible, it’s tempting to try every new feature and every new idea on the market. Contests and giveaways aren’t exactly a new idea, but presenting them inside a digital edition is the newer, digital twist.

The question is about effectiveness. Is trading an iPad for a user’s name an effective use of resources? On the plus side, holding a contest could get readers to spread the word about your digital edition. For instance, you could say everyone who becomes a facebook fan or tweets a link to your digital edition is in the running to win an iPad. This would certainly get the link in front of new followers. You could use the contest as a means to push people into your digital edition, hiding contest rules on a page in the middle. Or if you trade a giveaway for an email address, you could save the address for more targeted campaigns in the future.

However, there are some drawbacks. If you ask contestants to tweet, post, and e-blast about your digital edition, you risk frustrating current followers with too many updates about your magazine. The biggest drawback, of course, is that while your lists might jump temporarily, contestants who were only hoping for the prize will quickly unsubscribe to your publication and void any ROI.

To be sure, a well constructed contest follows a few guidelines:

1. Make sure the prize is industry-related to increase the chances the contestants are interested in your product. (Don’t just give away an iPad.) The prize can be a free product or service of your own. Even knowledge has a dollar value which could be an acceptable prize.
2. Be hyper-vigilant about your unsbuscribes afterward to avoid spam complaints
3. Ensure the contest is designed to meet a specific goal, whether it’s to increase email lists, garner feedback or ramp up your social media presence.
4. Make sure the venue or distribution matches your goal. For example, if you want to increase your social presence, host the contest on twitter. If it’s to grab emails, embed a survey in your digital edition.

Contests and giveaways could have some value, especially if your audience focuses on consumers, but it isn’t a strong circulation strategy. For a more consistent performance, take another look at the strategies we offer regarding email campaigns, social media services, and apps. You might be surprised at what you’re missing!

 

The Value of Advertising in Digital Editions

It seems logical: you create a publication with the intent of one day – preferably soon – turning it into a profit center. After all, as passionate as an editor might be about a topic, writers, designers and vendors all need to be paid.

At any point, we can dive into a tactical discussion about generating revenue with free versus paid content, or on how to make advertisers happy with optimized ad space. But the first thing any publisher should understand is the inherent value they’re offering advertisers with a digital edition.

To give you a starting point, consider these 5 values you’re offering advertisers, just by having a digital edition:

1. Direct Links: Never underestimate the value of being able to connect readers directly to advertisers’ websites or product pages. In a recent survey of tablet users done by The Association of Magazine Media, it was revealed that "59% of respondents said that they wanted to buy directly from adverts, with 79% saying that they want to be able to purchase products and services directly from editorial features." Which brings me to my next point:

2. A Position Near Relevant Text: In the digital age, it’s all about relevancy. In the process of designing for digital, you can position advertisements near editorial covering an industry-related topic, creating a natural flow between editorial and advertisement, and an organic call to action.

3. An Engaged Audience: You already know readers are interested in your publication. Otherwise, you wouldn’t have their contact information. But not only are digital readers no strangers to satisfying their demand with a quick click which advertisers can appreciate, but they also have shown increased engagement with ads in digital editions. A study done by Dr. Alex Wang from the University of Connecticut comparing WIRED print and iPad editions revealed "digital magazines outperformed static ads by as much as 70 percent in areas such as engagement, attitude and purchase intent."

4. High CTR Positions: While there are plenty of positions around the digital edition for paid sponsorships, the Left of Cover position and bellybands are hot commodities due to their high click-through rates. Keep in mind, banner ads on websites are only viewable as long as the reader remains on that page or doesn’t scroll beyond them. With digital editions, banner ads can have six times the engagement time, long enough to grab the coveted click.

5. Archived Issues: Advertisements can be viewed again and again, even months after the publication date. With digital editions, previous issues are stored in an archive tab for readers to return and read at any time, exposing them to past advertisements.

There are always steps publishers can take to make money with their digital magazines or catalogs, including adding tabs, an ad index, or more interactivity. But before you approach your advertisers with these solutions, make sure everyone grasps the basic values digital editions bring just by being digital.

Is Your Magazine Ready to be Shared?

In an article by Technology Review, they state that Mark Zuckerberg – Facebook’s founder – predicts, "every year, for the foreseeable future, the amount of information you share on the Web will double."Sure, this prediction comes from someone heavily invested in promoting sharing, but there are countless objective data points indicating the exponential growth of social sharing. In 2011 alone you might recall Google+ release, Facebook’s new timeline feature and app, Twitter’s Brand Pages, and LinkedIn’s allowance for brand status updates.

While defined benchmarks for social sharing of publications remains to be determined, sharing remains an expectation of your readers. It is becoming ever more intuitive. This means not only does your brand need to be shareable, but so does your product.

To that end, digital editions are inherently more shareable across a broad audience, and Nxtbook’s digital editions have always been shareable on Facebook, Twitter, LinkedIn, Delicious, etc. Whether your readers are viewing it on a tablet, phone, or computer, it’s quick and easy to post it on a wall. To take it a step further, we also enable shareable bookmarks and notes. Readers can stick a note to an article, and when they email it to a friend, the friend will see the note as well. A quick "Thought you’d like this article!" can go a long way. (Click here to try it out yourself.)

Make it easy for your readers to share as much as they want, as intuitively as they expect. Otherwise, you might end up looking like this guy: (video)

 

Rising Postal Prices Might Affect Your Ability To Mail Catalogs

The good news is this won’t go into effect until after the major catalog season, otherwise known as the holidays.

The bad news is there’s going to be an average postal rate increase of 2.1% starting January 22, 2012. This means selling products via print catalogs and flyers just got a little more expensive. The question is, do you pass the increased rates to your consumers, decrease how many catalogs your ship, or look to diversify how you distribute your materials?

We’ve been watching the USPS struggle to figure its way out of financial crisis for some time now. Back in January there was a hope that rates would only increase 0.8% for Standard Mail flats, making a much smaller price bump for shipping catalogs. The new price rate wasn’t enough, and we’re watching as prices jump again.

Providing your readers with digital catalogs is one way to circumvent the rising shipping rates. You could also avoid inflating rates for paper and ink. What’s more, since so many businesses are offering digital catalog options now, there’s a plethora of information on how to make the switch profitable, not just as a tool to cut costs. When print and distribution prices starts chipping away at your bottom line, it’s time to look for other ways to get your catalog in the hands of your readers.

What is the Turnaround Time for a Digital Edition?

If there’s one thing publishers know, it’s deadlines. Deadlines for copy, for images, for layout, for the whole production process. In respect of that, Nxtbook Media keeps turnaround times quick, taking only three to five business days to transform your publication into an interactive digital edition for you.

Not quick enough? We have a rush option for those publishers who want to take advantage of even faster turnaround times.

Some of you may be exploring Nxtbook Creative Services team options, including optimization, having us handle all of the layout and design, or using custom development to do something no one else has ever done before. All of these options help set you apart from the norm, but that also sets you apart from typical turnaround schedules. Involve the Creative Services team from the beginning of your brainstorming stage, and they’ll be able to pin down deadlines for delivery.

Have more questions you’d like us to answer? Comment here and we’ll respond!

Digital Catalog Webinar LIVE in a Week

Next week, September 27 at 2:00pm EST Multichannel Merchant in conjunction with Nxtbook Media is offering a strategy-based webinar for everyone who has ever published or ever considered publishing a digital catalog. (Click here to register.)

In this webinar, two speakers will share their stories about what worked and what didn’t when approaching digital catalogs. You can expect to hear some of the following:

  – Why going digital works: Discover why these companies ultimately decided to go digital, and how their catalogs work with – and surpass – other media

 - Which features matter: With all the bells and whistles available today, hear which ones make a difference in these real scenarios

 - How it all comes together: From production to publishing, learn what processes and benchmarks to use, and how to measure your success

Straight Talk for Your Digital Catalog Strategy

The right strategy wins, whether you’re talking about business, publications, or an approach to just about anything. With that in mind, it might be time to re-evaluate your strategy to digital catalogs.

If you find yourself asking questions like, "how does my digital catalog work as a profit center?" or "what features are important to customers?" or "how do my results compare to everyone else’s?" then I’d recommend you attend the webinar entitled Straight Talk: Digital Catalog Strategy on September 27, 2:00 EST.

In this webinar, hosted by MultiChannel Merchant and Nxtbook Media, two businesses will explain their approach to digital catalogs. Among other objectives, they’ll touch on different points of strategy, and what has worked for their companies. If you have questions, they’ll give answers. Register now to secure your spot for this event.

Yes, You Really Could Win an iPad

It’s been posted here. (Flipping Pages blog)

And here. (Nxtblog)

And here. (Twitter)

Which means you really should hurry and fill out this survey to make sure your voice is heard! Last year, publishers from all across the board filled out this same survey for a baseline: B2B, B2C, full-service, and self-service publishers. We’re looking for even more responses this year to compare.

We’ll ask you questions like, "How satisfied are you with your circulation" and "Which best describes your attitude about how new devices affect readership?" At the survey’s close, we’ll reveal the responses so everyone can see the industry’s trend.

As an additional bonus, and a thank you for your time, we’re holding a drawing for an iPad. The name will be selected from among those who participate in the survey.

Ready to participate? Click here to take the short survey now.

Taberific

Almost as long as there have been Nxtbooks, there have been tabs inside the Nxtbook. These attractive features serve to direct the reader to certain parts of the digital publication, much as they do in print.

But did you know they can do something they can’t do in print? Check out this application of the Nxtbook tabs in action; notice how you have the ability to link to more than one section from an individual tab. Ask your account manager for details! 

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