Source: MEDIAWEEK, Dec 17, 2007 v17 i46 p24(2).
Title: Digital divide: magazines' web sites are still proving more
effective in attracting readers and ads than their digital
editions.(magazines)
Author: Lucia Moses
Locations: United States
SIC code: 7310; 2721
Electronic Collection: A172635719
RN: A172635719
Full Text COPYRIGHT 2007 Nielsen Business Media, Inc.
When Digital Editions of consumer magazines first appeared on the scene, they
dangled out the hope of bringing back wayward print subscribers and appealing
to advertisers with new, rich-media opportunities.
After a few years of dabbling in digital editions, publishers' hopes remain
largely unfulfilled. Large numbers of subs haven't materialized; for the first
six months of 2007, only 56 consumer magazines reported paid digital
subscriptions to the Audit Bureau of Circulations, up from 23 two years
earlier. As a result, few ads are sold against digital editions, which
essentially mimic their print progenitors.
Many publishers' experiments went no further than using digital issues to tide
over new subscribers until they get their long-awaited first issue. (One
reason is that, happily, magazines' Web sites are doing a better job of
attracting new subscribers.)
Chuck Cordray, vp and general manager, Hearst Magazines Digital Media, said
that Hearst found its Web sites are a better way to interact with readers than
digital editions are, and so digital editions have dropped in priority. "The
experiments we've had did not have the same legs as the Web sites," Cordray
said.
"For us, we've seen most of our growth on highly interactive formats that work
best in an online format." As for attracting ads, he said, "We're strong
believers that print has some pretty hard-to-duplicate advertising."
[ILLUSTRATION OMITTED]
Cimarron Buser, vp marketing, Texterity, a leading digital magazine platform,
acknowledged that the advertising stream has been more of a dribble than a
gush. "It's not as often as we would like, and I think it's the process of
educating advertisers," Buser said. A belief among some publishers that
digital editions compete with their magazines' separate Web sites also could
be to blame, Buser said. (His company has evidence that digital editions
actually support the Web sites by linking readers there, he added.)
Still, some persistent publishers have found digital editions can serve useful
roles in courting niche audiences and readers living abroad.
"Publishers are realizing they have to do more than just put a digital edition
up on their site, that you have to build programs around it for readers,
advertisers," said Rich Maggiotto, president and CEO of Zinio, another leading
e-publishing platform.
Hearst's Popular Mechanics has used the software to create custom publications
that it has used as circulation builders. In July, it will publish a DIY
handbook that will contain subscription offers throughout and be sent to
current as well as prospective subscribers culled from Hearst's database,
publisher Bill Congdon said.
Others are using their digital editions to serve ex-pats. Playboy, one of the
earliest digital edition users, reported more than 40,000 paid digital subs in
the first half of 2007, 40 percent of them overseas. Phyllis Rotunno, senior
vp, subscription circulation for Playboy, said that the digital edition--which
includes videos, music and extra photos--hasn't translated into new print
subscribers. But it's helped Playboy tap into a new source of people overseas
who weren't already print subscribers, Rotunno said. "What it's doing for us
is bringing in incrementals," she noted.
Others are using digital editions to appeal to readers' eco-friendly side. In
honor of Earth Day, Active Interest Media's Yoga Journal offered subscribers
the option of getting the May issue digitally instead of in print.
Some publishing executives still believe the format has advertiser potential.
At Bonnier Corp., subscribers who have opted to receive digital editions of
titles like Wake Boarding and Cruising World over print have grown over the
past two years to represent 5 percent of Bonnier's total circulation. Peter
Winn, director of planning and development in consumer marketing at Bonnier,
believes the number is big enough to warrant talking with advertisers about
rich-media opportunities on the digital editions. "Now is about the time when
we're ready to at least expose advertisers to this as an option," Winn said.
Congdon sees new possibilities for digital editions as the publishing
platforms add more features, while laptops, tablet PCs and e-readers gain in
popularity. "On the ad, a 30-second video could be played," he said. "Or if we
do a story on building a deck, a two-minute video could have the editor
talking about how to do it."
Still, media buyers are skeptical about the format. Bill Bell, group media
strategy director at Lowe New York, questioned the value of a digital edition
to advertisers. "I don't think they go online to read a magazine," he said.
Online, he said, "you're there for a purpose. You're looking for something."
-- End --
Title: Digital divide: magazines' web sites are still proving more
effective in attracting readers and ads than their digital
editions.(magazines)
Author: Lucia Moses
Locations: United States
SIC code: 7310; 2721
Electronic Collection: A172635719
RN: A172635719
Full Text COPYRIGHT 2007 Nielsen Business Media, Inc.
When Digital Editions of consumer magazines first appeared on the scene, they
dangled out the hope of bringing back wayward print subscribers and appealing
to advertisers with new, rich-media opportunities.
After a few years of dabbling in digital editions, publishers' hopes remain
largely unfulfilled. Large numbers of subs haven't materialized; for the first
six months of 2007, only 56 consumer magazines reported paid digital
subscriptions to the Audit Bureau of Circulations, up from 23 two years
earlier. As a result, few ads are sold against digital editions, which
essentially mimic their print progenitors.
Many publishers' experiments went no further than using digital issues to tide
over new subscribers until they get their long-awaited first issue. (One
reason is that, happily, magazines' Web sites are doing a better job of
attracting new subscribers.)
Chuck Cordray, vp and general manager, Hearst Magazines Digital Media, said
that Hearst found its Web sites are a better way to interact with readers than
digital editions are, and so digital editions have dropped in priority. "The
experiments we've had did not have the same legs as the Web sites," Cordray
said.
"For us, we've seen most of our growth on highly interactive formats that work
best in an online format." As for attracting ads, he said, "We're strong
believers that print has some pretty hard-to-duplicate advertising."
[ILLUSTRATION OMITTED]
Cimarron Buser, vp marketing, Texterity, a leading digital magazine platform,
acknowledged that the advertising stream has been more of a dribble than a
gush. "It's not as often as we would like, and I think it's the process of
educating advertisers," Buser said. A belief among some publishers that
digital editions compete with their magazines' separate Web sites also could
be to blame, Buser said. (His company has evidence that digital editions
actually support the Web sites by linking readers there, he added.)
Still, some persistent publishers have found digital editions can serve useful
roles in courting niche audiences and readers living abroad.
"Publishers are realizing they have to do more than just put a digital edition
up on their site, that you have to build programs around it for readers,
advertisers," said Rich Maggiotto, president and CEO of Zinio, another leading
e-publishing platform.
Hearst's Popular Mechanics has used the software to create custom publications
that it has used as circulation builders. In July, it will publish a DIY
handbook that will contain subscription offers throughout and be sent to
current as well as prospective subscribers culled from Hearst's database,
publisher Bill Congdon said.
Others are using their digital editions to serve ex-pats. Playboy, one of the
earliest digital edition users, reported more than 40,000 paid digital subs in
the first half of 2007, 40 percent of them overseas. Phyllis Rotunno, senior
vp, subscription circulation for Playboy, said that the digital edition--which
includes videos, music and extra photos--hasn't translated into new print
subscribers. But it's helped Playboy tap into a new source of people overseas
who weren't already print subscribers, Rotunno said. "What it's doing for us
is bringing in incrementals," she noted.
Others are using digital editions to appeal to readers' eco-friendly side. In
honor of Earth Day, Active Interest Media's Yoga Journal offered subscribers
the option of getting the May issue digitally instead of in print.
Some publishing executives still believe the format has advertiser potential.
At Bonnier Corp., subscribers who have opted to receive digital editions of
titles like Wake Boarding and Cruising World over print have grown over the
past two years to represent 5 percent of Bonnier's total circulation. Peter
Winn, director of planning and development in consumer marketing at Bonnier,
believes the number is big enough to warrant talking with advertisers about
rich-media opportunities on the digital editions. "Now is about the time when
we're ready to at least expose advertisers to this as an option," Winn said.
Congdon sees new possibilities for digital editions as the publishing
platforms add more features, while laptops, tablet PCs and e-readers gain in
popularity. "On the ad, a 30-second video could be played," he said. "Or if we
do a story on building a deck, a two-minute video could have the editor
talking about how to do it."
Still, media buyers are skeptical about the format. Bill Bell, group media
strategy director at Lowe New York, questioned the value of a digital edition
to advertisers. "I don't think they go online to read a magazine," he said.
Online, he said, "you're there for a purpose. You're looking for something."
-- End --
