Building an Audience for Digital Editions and Apps: 31 Strategies That Work
SVP, Corporate Sales & Technology Group
Bonnier was a pioneer in app development and one of the first publishers to have digital editions of its magazines on the iPad. More recently it has aggressively leveraged Apple's Newsstand feature to boost mobile sales.
PE: What are ways publishers can boost digital subscriptions?
Gregg Hano: ● Try to obtain feature status on iTunes store "What's Hot" page and other prime locations; ● promote subscription offers on websites and through e-mail to print subscribers; ●create an attractive "insider" price for current print subscribers; ●buy advertising on ad networks that will specifically target tablet users—e.g. iAds; ●run a sweepstakes or contest that will call attention to your app.
PE: What features built into digital editions and apps help to build audience?
Hano: ●Interactive editorial features; ●videos and visual demonstrations; ●great photography; ●overall satisfying user experience; ●create viral excitement about a specific article or feature.
PE: What about the "findability" question with apps?
Hano: It has been a problem; ●Apple newsstand has definitely helped. If the magazine does not have a strong brand name, ●it should have a title that makes its content instantly apparent –(e.g. Skiing, Yachting).
PE: What are some other strategies you use to drive users to apps?
Hano: ●Promote to people who have previously purchased another app.
●Offer free previews of issues to draw readers in.
●Develop tie-ins with advertisers.
PE: More generally, what are some good means to promote audience development across platforms?
Hano: ●Promoting specific features in an issue through Facebook.
●Develop partnerships with tablet manufacturers.
●Creatively bundle together multititle offers.
PE: What about data? How do you use it to help build audience?