The Netflix of Magazines is Going the Way of Blockbuster

MAGHOUND, the so-called "Netflix of magazines," is shutting down. It’s somewhat surprising it took this long. We weren’t surprised when MAGHOUND sales lagged more than two years ago.

In the end, it’s possible Time, Inc. didn’t realize that their content is their greatest asset. People don’t want to shift subscriptions. If they love your brand, they love your brand. There’s no reason (and little benefit) to make it easier for them to abandon a brand they’re already committed to. Coupled with the fact that the same fulfillment companies that take six weeks to process new subscriptions were unable to turn on a dime for MAGHOUND, and the demise was virtually assured from the beginning. Which was when we first predicted it.

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.

2012 Optimization Guide: Create An Experience

I have a pink post-it on my desk that reads: "Completing a task? Or creating an experience?"

Grammatically correct it is not. However, the point I’m reminding myself of is whether I’m fielding a phone call or writing a new blog post, there’s an opportunity to move beyond the checklist. There’s an opportunity to provide people with an experience, a positive interaction with Nxtbook Media.

Digital publishing is the exact same opportunity. If you want to view it as a project, something you have to check off the list because someone put it on your plate, you can. No one would argue with you that it’s a big job to get done. But I would say, at its core, digital publishing isn’t really about completing a task. It’s about the experience between your readers and your content.

To that end, we have a guide to help you marry your content to an elevated design to create an exceptional experience for your readers. The recently updated Optimization Guide entitled "Making the Move" gives you practical information about how to optimize your digital edition for that great reading experience. New to the 2012 edition are designer secrets to take some of the guesswork out of the design process.

Take advantage of this opportunity to hand your readers a positive experience with your company. Click here to download the 2012 Optimization Guide, Making the Move.

 

QR Codes Gaining in Popularity

FOLIO picks up an interesting report on the rising popularity of QR codes among magazine publishers. Of course, the report doesn’t look into the success of those campaigns, which will ultimately determine the long-term viability of the product. That said, a first step is getting consumers used to seeing the codes so that they begin to start looking for them as part of their magazine consumption experience. This report indicates we’re getting closer from that standpoint.

Curious about QR codes? Ask your Nxtbook project manager how we can help you make these part of your offering. 

Secrets of Digital Optimized Design

If you’re looking for guidance on how to design for digital, you could do a lot worse than Ron Matejko, whose company has been at it for a few years now. Click here to read some good advice from Ron about font choices and size, rich media and much more.

Surviving the Dark Days of Publishing

How’s that for a dramatic title? That’s what the NY Times titled its feature piece on Esquire. But heck, they weren’t the only ones to survive the last few years. You did, too! So read it and figure out when you and Esquire have in common.

Device Determines Behavior

Of the many things we like to learn about, we like to see how people perform with content differently for the device their accessing it from. From an advertising perspective, do people buy more or less often from a smartphone?

According to Adobe, tablet consumers are purchasing about as much as PC users, and much more so than smartphone users. This makes sense to me, as while the smartphone audience is real, it makes sense that their engagement won’t be as strong. Good things to think about as you plan your strategies for your different audiences, as the same guy is a different guy when he or she is on a different device.

A Lot of Tabletage

A recent report by Pew says that 29% of the population reports having a tablet or eReader of some sort. That sounds about right to me, though I’m not a ran of comingling eInk devices with full color tablets. These are truly apples and orange products. Don’t believe me? Check out our latest 2012 eReader Guide to see what they have in common with each other, and what they don’t.

Today’s Reason to Stop Selling CPM’s

We’ve said it before: CPM’s aren’t the best way to sell or buy ads. It dilutes the value and ignore the effectiveness (or lack thereof) of marketing messages. This latest study supports that idea but with a new spin – offering that a large percentage of ad views aren’t even being "viewed."

Understand, we get it. We know it’s easier to sell big numbers, and as the publisher you don’t want to be responsible for the effectiveness of your advertisers’ campaigns. But if you were, just imagine how much more valuable you would be to them? 

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!

 

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