2012 Godengo+Texterity Publisher Monetization Survey Results Encouraging, Certified by BPA Worldwide
Southborough, MA -- For the seventh consecutive year, BPA Worldwide has audited an annual publishing industry survey conducted by Texterity -- now Godengo+Texterity following an acquisition last March. Godengo+Texterity is a leading provider of digital, mobile, and website publishing solutions.
The 2012 survey, which stayed open throughout the month of September, was conducted by e-mail and aimed at publishers, focusing on the monetization of digital editions, magazine apps, and websites. Salient findings from 139 completed surveys in B2B, Consumer, Association and Niche sectors point to promising potential but also flag the need for education and experimentation.
· 88% of publishers sell advertising across platforms
· 77% generate ad revenue but many underutilize digital rev gen tools
· Respondents agree that audience data is important yet 75% don’t use it thoroughly
· 3 out of 5 digital publishers are seeing increases in circulation and advertising revenue
· 38% plan a website redesign or CMS overhaul to enhance monetization
· Largest advertisers are willing to cross channels, yet current budgets are largely in print
· Publishers no longer rely on one channel of delivery
· Publishers and advertisers agree that one size no longer fits all
· Publishing teams tend to be small but are starting to see success in monetization
· While flagship titles already publish cross-channel, dominant growth is in mobile
· Publishers grapple with free vs. paid content and the complexity of multiple platforms
· Respondents see opportunity in reader engagement and user metrics
“For us, the most outstanding finding is that survey respondents – our customers – outperform the industry average 3:1 in generating digital revenue,” says Kim Keller, EVP of Sales for Godengo+Texterity. “Veronis Suhler Stevenson puts today’s industry rev gen average for digital at about 5% while our Consumer publishers are seeing 14% and our BtoB publishers are seeing 16%. That’s very encouraging. And yet there is tremendous room for growth, since many publishers haven’t fully explored digital tools and sponsorship selling.”