At the dwindling of the 2013 year, the reflections of industry changes have already started coming in, and it seems mobile industry is a big winner in areas of growth. Between bumps in advertising spend and continued device adoption, the power of mobile continues its rise in importance.
Business Insider’s slide deck, "The Future of Digital" spells out in no uncertain terms that adoption rates, internet use, and monetization opportunities are climbing in the mobile space. But if you don’t have the time or attention span for 134 slides of mostly charts, take a look at this infographic published on socialmedia today, containing just a few reasons why publishers need to go mobile.
The clincher for publishers is whether the native mobile experience or the web browser experience suits their readers better. Regardless of where you fall, 2013 has proven that no mobile solution isn’t an option. While you’re deciding, your content should still be available on smartphone and tablet devices: simply look to your target audience’s device use to determine whether to try native/web first.
A great article was posted on Oracle Eloqua – a marketing site – on growing content exponentially by parceling out a larger, well thought out piece into different mediums. The article focused on taking an ebook and using its content to create 269 other content pieces from it; however, the principle stands for magazine and catalog publishers as well.
Think on the remarkable example they gave:
"What goes into the creation of an eBook? Well, you have to conduct interviews with thought leaders and influencers to get their feedback on the topics you’re writing about. You’ll probably want to create a cool graphic, so you’ll have to gather relevant stats and data. Then there’s the text that needs to be written.
Already, that’s a lot of hours logged for a single piece of content.
But what if you planned to have a videographer show up when you interviewed those influencers? You could create a series of videos to share on YouTube and embed in blog posts or emails. You can also pitch that graphic for syndication, and share it on Facebook, Twitter, and LinkedIn to drive more traffic to your communities."
Click here to keep reading the article for more ideas.
Voila! Plenty of content from one piece. With content marketing coming into its own, especially in the publishing industry, publishers can’t afford to consider their magazines as silos. Instead, they can use techniques such as these to spread the magazine brand across social channels and give readers more reasons to keep returning to the brand’s community.
When we released Nxtbook Ubiquity, one of the most groundbreaking features was our new Web-in-Page, which places fully functional websites inside digital editions. This means advertisers don’t have to rely on people clicking on their ads. Why is this important? Because people don’t click on ads. In fact, you’re 475 times more likely to survive a plane crash than you are to click on a banner ad. Click here for other shocking stats re: our most worthless digital commodity.
Interesting report published by the Economist about how people like to consume content. Long-time readers know such studies tend to exhaust me as there is ample data we can use that show actual usage stats, but I digress. What is most interesting is the strong preference for people to get their news via the browser, rather than the app. As wifi becomes more prevalent, expect that stat to only grow.
File this one under "Events," subtitle: "How To Stand Out To Vendors."
Also known as Trade Show Collateral That Actually Attracts.
When faced with drumming up sponsors and exhibitors for their annual show, the Society of Manufacturing Engineers (SME) faces the same challenges as any other event coordinator: how to convince people your show is worth it.
You can get your vendors and prospects information by the typical means: some printed promotional items and a PDF emailed to prospects. Or you could do what SME did and produce an engaging, exciting brochure.
Among the many things they did right, SMEadded a hint of animation to the graphs and statistics they provided exhibitor prospects. The animation is light, but it makes the information more entertaining to view. For examples, vendors want to know what types of people will be attending the event: what’s their industry, job function, buying power, etc. SME could have presented this information in a chart, and the facts would be sufficiently communicated. Instead, they create a full page, beautifully designed, lightly animated presentation to wow potential vendors: http://www.nxtbook.com/nxtbooks/sme/westec2012_postshow/#/5
Want to show off your attendees’ buying power? Flash your impressive stats across the page, one at a time, for impact.
Set your show apart in your vendors’ minds from the very beginning: present them with collateral that wows and inspires.
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.
Looking over some of our digital edition stats from the past month, some interesting traffic patterns emerged, forming natural Top 10 lists.
Interestingly, over half of the Top 10 most visited digital editions this month were related to travel. The 2011 Chicago Official Visitors Guide, published by Miles Media Group, and Car & Travel, published by AAA NY, for example, appeared on both Top 10 lists for most visited and most page views.
On our Top 10 Referrers list ranks both Google and Facebook. Several clients’ personal websites made the list too. For instance, check out how Steinmart links to their catalog directly from their homepage. How effective is that? Well, their catalog is on the top 10 list for visits, too.
When analyzing Top Platform use, the iPad Native App is jumping up the pages viewed list, though computer screens still boast the greatest visits. The trend still points to more people viewing digital editions with computer screens, though those who use an iPad Native App spend time looking at quite a few pages.
Face it: your audience is crawling all over the Web. Thatâ€™s one of the reasons why so many publishers have made the move to getting their materials online. Creating digital editions is a crucial step to developing an online presence. But chances are, if your readers like your publication, theyâ€™ll appreciate more chances to interact with your brand and your content on other platforms. We have a couple of plans to help you circle your fans with content they can interact with.
1. Animated buttons and toolbar buttons â€“ sharing to Facebook, Twitter and LinkedIn has always been as intuitive to our platforms as it is to your readers. Weâ€™ve just taken it a step further: from intuitive to obvious.
2. YouTube â€“ Adding video to your content calendar provides engaging content for your digital edition AND increases your online influence. This publisher set up their own YouTube channel for their publication, Beauty LaunchPad.
3. Facebook Page â€“ As of right now, 45,893,447 people â€œLikeâ€ Facebook, and Facebook stats report over 500 million active users. Somewhere in there, your readers are bouncing from page to page, clicking "Like" as they go. Some publishers take advantage of this: NailPro magazineâ€™s page provides a meeting ground for readers and editors and those interested in the industry, and they have incurred 8,677 "Likes" so far.
4. Twitter Thoughts â€“ Having readers follow your brand on twitter is an easy way to consistently interact with them on a large and small scale. Take Connections which uses the medium to post links to articles as well as respond to readersâ€™ tweets.
Building an online presence can take time and resources, but the efforts enable current readers to have a deeper engagement with your brand and new readers have a chance to find your publication on platforms they already frequent. To that end, Nxtbook Media Creative Services Team can help you plan and implement a social media strategy to increase your online influence. Simply click here and tell us what you need or contact your Account Manager to get started.
On February 24th the Motorola Xoom tablet was released, and already some have said it is poised to offer a real threat to the iPad market share. With a comparable screen size and weight, the Xoom has some of the same qualities of the iPad while running the droid operating system.
While Nxtbook is already running our publishers’ content on Android devices, there is one crucial element we still advocate when talking with publishers about their digital edition strategy: when it comes to tablets, don’t neglect the significant in favor of the urgent.
If 2010 really was the year of the tablet, publishers are feeling the pressure more and more each day to make urgent decisions regarding getting their content on tablet devices. The problem is, with every month that ticks by, it seems a new tablet device is coming out (see Samsung, Apple, Dell, and Motorola, to name a few). There’s a real push to get there and to get there yesterday! But there are significant factors in play, not the least of which is to consider:
– While there are a lot of tablets being produced, how many of your audience are buying and using them to access content? (check out some stats here).
– How much collateral do you have to invest in developing an app? (Nxtbook offers app packages for native, web, and branded apps. Ask your account manager for the app guide.)
– Is your business model better suited for laying out your content for one tablet/mobile device, or do you want to use the same layout for multiple devices?
With the push to get on every new and shiny device, it’s a good idea to talk with your account manager and utilize our information base to develop a strategy for your business. Nxtbook account managers spend a lot of time in the digital media trenches for this exact reason: to be of service to you.
Not a Nxtbook customer? A good place to start is to download the 2011 e-Reader Guide to learn which devices are proving relevant so far, and which are still waiting in the wings. (Nxtbook publishers should feel free to download the guide, too, for additional information.)
Still wondering how your audience is using mobile devices? Questioning the relevance of the iPhone, iPad, Droids, and so on with respect to your content? Consider Omniture’s tracking statistics for the past month. Among all Omniture-tracked websites, these are the percentages for each device used to access the site:
Apple iPhone: 37.9%
Apple iPad: 17.8%
Apple iPod Touch: 9.1%
Nokia 5800: 4.6%
Nokia N8-00: 3.2%
HTC Evo: 3.1%
Motorola Droid: 2.7%
Nokia 5230: 2.7%
Motorola DroidX: 2.5%
Blackberry 8530/Curve: 2.2%
HTC Droid Incredible: 1.8%
Nokia 5233: 1.7%
Nokia E71: 1.7%
Nokia E63: 1.6%
Nokia X6: 1.6%
RIM Blackberry 9700/Onyx: 1.6%
Nokia 5530: 1.5%
Blackberry 8330: 1.4%
Nokia E72: 1.4%
And here is the breakdown by mobile operating system:
Symbian (Nokia): 23.4%
RIM (Blackberry): 9.3%