Guest Column: Total Immersion
For other publications, adhering to ABC rules is not yet important. If the digital circulation as a percentage of your overall is still low enough that it will not significantly impact your rate base, consider waiting on counting that circ, which compels you to let every advertiser in. Instead sell exclusive sponsorships to your digital editions. Outside magazine has had great success with this model, working with advertisers like REI to create engaging ads in prime positions in the issue. Sponsorship also allows you to explore unique creative and placement opportunities beyond the full-screen display ad. Check out the October issue of Popular Science to see a new "digital bellyband," created in HTML, which makes the user tap the sponsor's logo to open the issue.
Finally, until we as an industry all agree on the right metrics to measure and value the impact of touchscreen advertising, I believe treating your advertisers as partners and being transparent both with the nascent state of the market and with the actual data is the best way for us all to learn what consumers value in this space, and build partnerships that will pay off for all of us as the touchscreen market continues its rocket-like growth. PE
Gregg Hano is CEO of digital publishing platform maker Mag+ and former SVP, Bonnier Corporate Sales and Technology Group. A strong advocate for transparency and commercialization of the digital publishing business, Hano has played a critical role in helping to standardize the way circulation and other success metrics are measured. He has worked with both the Audit Bureau of Circulation (ABC) to launch the first Consolidated Media Report and with the Magazine Media (MPA) Tablet Metrics Task Force. These guidelines provide clarity for the advertising community, which Hano believes is fundamental to the long-term health and growth of the industry.