Case Study in Brief: Grab New Readers with Native Apps!
Written by Nxtbook Media
Apps, apps, apps – we can’t get away from them at the moment. The publishing trade press is awash with stories about how the iPad will transform the publishing industry, increase circulation and revenue and everyone from Hugh Hefner to the small, independent publisher is getting in on the action. Most publishers though just want to know if creating and buying an app is a worthy investment for their magazine brand. We tell the story of one publisher who found it was:
Elcot Publications launched the digital only version of their regional business magazine back in September. For any new magazine circulation and readership is a key concern; but, for a digital only title it’s essential to ensure your content is across the web and tablet devices to take full advantage of potential new readers. We worked closely with the team at Elcot to create a branded, customised app for them, featuring a digital catalogue of their magazine and archived issues.
No one was happier than I was when the client came back to me and questioned the reader and visitors number after receiving their weekly tracking report: what was with the sudden increase in page views and visits (up by just over 34%)? Looking in this we were pleasantly surprised to find a large number of readers had chosen to download the new native app to their iPad/iPhone. Not only did this fact show their readers to be technologically savvy, but also that their iPad app was actively encouraging new readers into their content.
So can creating an iPad/iPhone app increase circulation for a magazine? Yes but we’re not suggesting just signing up for an app alone will have an impact on your reader figures. The clients who are having success in this area are using their iPad apps as part of a much wider digital publishing strategy. They are designing and optimising content for the web, they are actively marketing their content across a variety of devices and tablets and sending out targeted e-mail campaigns. Like anything an app is only as successful as the marketing behind it. Elcot has actively promoted the launch and development of their app over the last few months, and their readers are well aware of the options available to them. Working closely with you the team at Nxtbook will help you do all of this. At Nxtbook we are able to offer both browser based and native/branded apps that your readers can download from the iTunes store. You can talk to your Account Manager about finding the right solution for you.
The Business Magazine:Digital can be downloaded free from the Apple store, please find link below: