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HANSEN: Absolutely not. We see e-newsletters playing a prominent role in our existing
Integrated Media report and a larger role in the eminent "Brand Reach Audit." We are seeing evidence that they are a better fit in the integrated sale than as a stand alone, and thus a separate audit of the newsletter alone is no longer as significant.
INBOX: Many publishers see digital editions as an alternate delivery method. Does BPA see more publishers using digital editions as a way to sustain their product rather than simply an alternative way to distribute?
HANSEN: I believe publishers approach electronic (digital) editions with a two-pronged approach. First, electronic editions are a far more cost-effective means of distributing a publication -- especially to international subscribers. Second, publishers are recognizing a shift in subscribers' -- and advertisers' -- preferences from print to interactive platforms. For some subscribers, electronic versions can represent a better way to consume information. For advertisers, electronic editions can provide more pin-pointed marketing efforts and, potentially, a better means to measure brand engagement than the print version.
For example, as more advertisers create video to communicate their message, the electronic magazine becomes a better utility for that form of advertising helping electronic editions realize their full potential in terms of user experience. If the electronic edition is more engaging, usage is likely to follow.
INBOX: How is the BPA Interactive Audit Tool progressing in terms of both publishers and media buyers/advertisers utilizing it?
HANSEN: The tool has received very good response from both BPA members and the media buyers and buzz around the industry continues to grow. Since BPA took the tool live in January, more than 320 sites are now collecting Web traffic data. At the same time, 300 advertisers and media buyers have registered to access the data. We expect both numbers to double by year’s end.
Integrated Media report and a larger role in the eminent "Brand Reach Audit." We are seeing evidence that they are a better fit in the integrated sale than as a stand alone, and thus a separate audit of the newsletter alone is no longer as significant.
INBOX: Many publishers see digital editions as an alternate delivery method. Does BPA see more publishers using digital editions as a way to sustain their product rather than simply an alternative way to distribute?
HANSEN: I believe publishers approach electronic (digital) editions with a two-pronged approach. First, electronic editions are a far more cost-effective means of distributing a publication -- especially to international subscribers. Second, publishers are recognizing a shift in subscribers' -- and advertisers' -- preferences from print to interactive platforms. For some subscribers, electronic versions can represent a better way to consume information. For advertisers, electronic editions can provide more pin-pointed marketing efforts and, potentially, a better means to measure brand engagement than the print version.
For example, as more advertisers create video to communicate their message, the electronic magazine becomes a better utility for that form of advertising helping electronic editions realize their full potential in terms of user experience. If the electronic edition is more engaging, usage is likely to follow.
INBOX: How is the BPA Interactive Audit Tool progressing in terms of both publishers and media buyers/advertisers utilizing it?
HANSEN: The tool has received very good response from both BPA members and the media buyers and buzz around the industry continues to grow. Since BPA took the tool live in January, more than 320 sites are now collecting Web traffic data. At the same time, 300 advertisers and media buyers have registered to access the data. We expect both numbers to double by year’s end.
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Social Media ROI
Email Marketing that Works (2nd Edition)
