The Digital Market

M. Thea Selby is a Principal in Next Steps Marketing, a San Francisco boutique firm that solves audience-building challenges in creative, customized way using practical "call-to-action" marketing techniques where the return is clearly measurable by clicks, online sign-ups, responses to direct mail, orders from partners, or sales at newsstand.

She was the 2010 Women's Leadership Conference Chair, is a co-founder and board member of Exceptional Women in Publishing—a national organization dedicated to supporting women in and through the power of online and print media—and is the former CEO and Publisher of Light Green Media, a digital publishing company.

One of the lesser-known facts about magazine apps is that publishers can glean very little information about them and how they are used, unless we have built in the coding for separate analytics. There is much less app data than what we've become accustomed to on websites, where you can tell which pages people are looking at, how much time they are spending, and a host of other information.

This is a great time of the year to look at the top trends of 2014 and gain insights for 2015. Following are five trends -- some new, some continuing - that will impact app development and usage in the coming year. You might just reconsider what operating system, device to prioritize. Or could the BRIC countries represent new audience growth potential?

Mary Meeker of Kleiner Perkins Caufield & Byers is one of my s/heroes. In this day and age of branded journalism, she is one of the few women who has solidly branded herself as the Go To Gal for internet trends. She comes out with an annual report packed with excellent analysis, and the world becomes clearer for all of us. Thank you, Ms. Meeker!

A few weeks ago, my firm Next Steps Marketing put out its third bi-annual Digital Magazine Dashboard. Two major titles we've been following since their entrance on the top Digital titles scene had not yet filed Reader's Digest and Taste of Home.  Now that they are in, here's 10 take-aways from this year's Dashboard.  To see the entire Digital Magazine Dashboard, please click here.

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