Advertisement
 
Ron Matejko

The Digital Domain

By Ron Matejko

About Ron

Ron Matejko is the President of Phoenix, Ariz.-based MVP Media, an award-winning digital publishing company. Matejko has 16 years of publishing experience in print, Web and mobile and has worked on the staff of two award-winning publications.

MVP Media publishes MVP Magazine, the first interactive sports publication, which won a Bronze 2010 Digital Magazine Award for Best Sports Magazine, besting entrants from 26 countries around the world, and was a finalist for Designer of the Year. MVP Media will launch its own magazines on the iPad in 2011.

MVP Media also helps existing publishers convert their print products into dynamic publications for the web and tablets. Visit the MVP Magazine website at www.mvptoday.com. Contact Ron by e-mail at ron@mvptoday.com, or connect with him on LinkedIn or on Twitter @mvp_media.

 

Publishers' Dojo

Linda Ruth
Classic Print Business Models Influence Convergent Media: CNOW.tv Adopts a Magazine Subscription Model
Apr 18, 2014

Like everyone else in our business, I get drawn in to the ongoing conversation about this dying and that dying....



Publisher's Paradox

Andrew Davis
Publisher's Paradox: Leveraging Email to Inspire Action
Apr 7, 2014

Instead of sending your audience passive content, send your audience something they can take action on. If you read last...



Media Vent

Bob Sacks
It's Not All Good News for Magazine Publishers
Apr 1, 2014

Sometimes I just have to put the tequila aside and deliver a sobering report to the industry to offset some...



Industry Insiders

The Insiders
Publishers: Take a Lesson from the Louvre
Mar 21, 2014

Today, few premium publishers can compete with the rest of the Internet. But being the most trusted source of news and...



Pub Talk

Denis Wilson
February Issue of Publishing Executive Out Now
Feb 17, 2014

Last week another action-packed issue of Publishing Executive hit subscribers' inboxes. In case you missed it, check out the digital...



B2B Beat

Andy Kowl
What Bloggers Can Teach B2B
Jan 23, 2014

Blogs were pronounced dead in Fast Company in December of 2012 and in New Republic in April of 2013. And just before the New...



The Digital Market

Thea Selby
A Critique Of Yahoo's Digital Magazine Strategy
Jan 14, 2014

Small Business Trends writer Shawn Hessinger and I have a completely different view of the news that Yahoo was starting...



Profit from Publishing!

Thaddeus B. Kubis
Media Conference Exhibitors Should Go Deeper to Engage
Oct 9, 2013

It has been a few weeks since I attended (as the guest of the event organizer) the Publishing Business Conference...



Are Magazines Pitching Phantom Twitter Followers?

3
 
Get the Flash Player to see this rotator.
 

Magazine publishers have long used slight-of-hand techniques to boost their circulation numbers in an effort to demand higher advertising rates. As the digital and social worlds have exploded and become part of an overall multimedia ad purchase, as well as key to magazine marketing efforts, other numbers have also taken on added importance.

One of those media channels is Twitter. It is common now for magazines to communicate with its followers via Twitter, with some magazines boasting more than 1,000,000 followers. In fact, a recent L2 Digital IQ survey was released, identifying the magazines that are the most successful in branding and promoting their title across multiple digital platforms, including Twitter.

A few days later, a Business Insider story revealed that a lot of popular Twitter accounts actually have a lot of fake and inactive followers as determined by a new social media management platform called StatusPeople. It turns out that people like Lady Gaga, Kim Kardashian and many others who boast eight-figure totals, actually have much smaller followings with oftentimes only 30 percent of those followers being real.

With the L2 report still fresh in my mind, I decided to review the 19 magazines that have at least one million followers, and run them through StatusPeople to see how many real and active followers they have.

The numbers were staggering as the tests revealed that as few as 27 percent of a magazine’s followers are active and real. This doesn’t necessarily reveal any wrongdoing by the brands, although there are services that offer the ability to purchase bots and boost your follower total.

However, at the least, publishers should realize they are reaching a much smaller audience through their Twitter accounts—and brands who partner with those titles aren’t receiving as much exposure as expected if Twitter is part of the campaign.

The results of the StatusPeople test are in the photo box to the right (click on it to enlarge), or click here to view the chart in PDF format.


Sections:

3

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: