Nxtblog » Revenue Generation

When You Say Research….?

Marcus Grimm — Tue, 07 Feb 2012 20:41:19 +0000

Interesting article at the NY Times about The Daily, a little more than one year after their launch coincided with a Super Bowl Ad, which to this day is the silliest marketing anyone in the digital edition industry has ever done.

But I digress. The article’s a good catch-up about what The Daily has learned, and how they’re doing. The only time I cringed was on this line:

"He added that users spend 30 minutes a day browsing the app, according to internal research."

Call me jaded, but when you call it "research," I get the feeling you surveyed your readers and asked them how they used the app, rather than just checking their own analytics. Now I could be wrong, but yet I don’t feel like I am.

Murdoch was right to deliver the news differently, but I can’t figure out why he started by marketing it old school last year and now providing old school metrics this year. In for a penny, Rupert, in for a pound.

What’s Your Mobile Plan?

Marcus Grimm — Mon, 06 Feb 2012 20:29:39 +0000

So you might be sitting around the office arguing about what matters for your digital edition: native apps or browser editions? eReaders or tablets? It’s all so confusing these days, and what matters to you depends a lot on your content and audience. Even then, navigating the waters can be tricky. So we’re happy to bring you a handy infographic detailing your options and what’s most important today. As always, subject to change in the future! For more, click here to read our complete eReader Guide for 2012.

The Netflix of Magazines is Going the Way of Blockbuster

Marcus Grimm — Fri, 03 Feb 2012 14:07:54 +0000

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.

QR Codes Gaining in Popularity

Marcus Grimm — Wed, 01 Feb 2012 12:43:31 +0000

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

Marcus Grimm — Wed, 01 Feb 2012 12:31:36 +0000

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

Marcus Grimm — Wed, 25 Jan 2012 17:35:02 +0000

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

Marcus Grimm — Wed, 25 Jan 2012 17:10:55 +0000

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

Marcus Grimm — Wed, 25 Jan 2012 17:03:53 +0000

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

Marcus Grimm — Wed, 25 Jan 2012 16:54:12 +0000

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?

The Value of Advertising in Digital Editions

Joy Curtis — Wed, 18 Jan 2012 22:00:39 +0000

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.