Increasing Consumers' Awareness of Digital Editions
Inbox: What was the process from when the idea was initially conceived to last week when the program was introduced? What went on behind the scenes in creating this program?
Maggiotto: The process went through several stages: ... We did a series of consumer testing and validation. Everything we saw pointed to a program peaked with successes. Next, we reached out to publishers and were so excited to see significant interest in the concept. Participating publishers recognized the opportunity for growth and additional brand impact.
Next, we planned our longer term efforts and a way that this program could give back to the community. While we are not publicizing it widely right now, we are extremely excited about our 2009 tree-planting outreach effort. Stay tuned for details on that program. ...
Inbox: What was the response from publishers to the idea? Were all of the publishers participating in the initiative already using Zinio for their digital editions?
Maggiotto: All of the publishers who are current participants in The Read Green Initiative have existing relationships with Zinio to sell their digital editions. The response was overwhelmingly positive from the publishers that we approached, and we heard a myriad of reasons why publishers were so supportive. Here are just some: Publishers were eager to be a part of the leading generation and conversion; they wanted to grow their audience; they wanted to improve their readership metrics; they wanted the exposure; and they embraced the "green" angle. Bea Hanks, vice president/circulation director from Black Enterprise magazine, even spoke at our press kick-off.
Inbox: If a publisher has not previously worked with Zinio and would like to participate in The Read Green Initiative, how would they get involved?
Maggiotto: Just contact Zinio by calling 1-888-ZINIO-NOW. It's that simple. As a publisher, one of the benefits of having a relationship with Zinio is that you will have many powerful channels, such as The Read Green Initiative, through which to grow your brand. We are constantly seeking new publishing relationships, and we would be happy to meet with any publisher who is interested in working with us.