Mag+ Challenges Publishers to Re-Imagine the Issue
There is consumer revenue here –Smart publishers can monetize on a mobile publishing platform. Since its inception PopSci+ has grown to 100,000 digital subscribers across all tablets, made $1.56M net from iTunes through 1.6 million unique downloads, and sold 180,000 single copies. Downloads and revenue numbers are on the rise within Mag+ client American Media, Inc., as well. For Men's Fitness, Sept 2011 - Jan 2012 vs. five months prior downloads are up 200 percent and revenue is up 193 percent, as that brand and others moved from a PDF-replica to custom designed Mag+ version of the magazine. SHAPE Magazine’s Sept 2011 - Jan 2012 vs. five months prior downloads are up 400 percent and revenue is up 218 percent. Many publications are now able to charge more for their iPad subscriptions than for print. They are also seeing more subscription purchases than single-issue purchases and renewal rates are far higher than with print publications at much lower cost.
Creativity wins the day in both experience and advertising – Companies that think creatively will be the first to take full advantage of the community membership model. Creative use of video, audio and imagery, such as moving magazine covers, content appropriate soundtracks and even games are the tools content companies now have at their disposal. The Next Web even used the Mag+ mobile publishing platform to create an issue-based app by curating the best of its popular blog content.
Advertisers are also finding new ways to engage audiences on touchscreen devices. Kashi cereal just created an ad camouflaged as a game, (or is it a game posing as an ad?), in SHAPE. While the advertising and publishing industries still have a long way to go in building a touchscreen ad paradigm, everyone agrees we will get there—there are simply too many eyeballs at stake not to make it work. In addition, the technology is the best platform advertisers have ever had to make users see their ads as a service and not a nuisance.