Acquisition Efficiencies 1. For consumer magazines, determine the worst-performing ZIP codes for elimination. • Using ZIP-level data and house data driven down to a ZIP-code level, you can determine ZIP codes that should be eliminated from your outside list mailings at the merge/purge stage. 2. Using promotion-history data, and demographic/psychographic data for consumer magazines and D&B data for business publications, you can improve response. • Models can be built that utilize promotion-history data to help you increase your response rate after the merge/purge process. 3. With your new database, identify customers for
1. Consider branding in your selection of a solution. 2. Select a solution that enables you to tap digital’s full potential, such as interactivity, scrolling images, audio and video enhancement capabilities, etc. 3. Promote your digital edition throughout your Web site, in your e-newsletters, in your print publications, through blogs, and on other relevant sites to boost subscriptions and take advantage of subscription-mailing savings. 4. Encourage subscribers to pass the digital editions on to friends/colleagues. 5. Evaluate your long-term needs before deciding on a solution. 6. Compare costs of licensing software vs. paying a per-page fee. 7. Weigh the pros and cons of fixed fees vs.
Reflecting a rapidly changing media industry, the board of the Audit Bureau of Circulations (ABC) agreed to allow consumer magazines the option to report print circulation, Web site traffic, and other auditable media in one aggregated-gross figure summarized on a Consolidated Media Report. ABC launched a similar report for business publications in July. However, at its recently completed meeting, the board agreed to use a new term, “Total Contacts,” to describe this group, replacing the “Total Audience Reach” label previously in use. ABC also modified sponsored sales rules for consumer magazines. Beginning in January, new sponsorship programs must inform the magazine recipient who the sponsor/purchaser
The buzz around "rich data" has been going on for several years, with the definition of the phrase bantered about at industry events. A rich data product is one in which reference content from several sources is broken down into the smallest useful units, linked to other supporting content, and then included in productivity software. In more simple terms, it’s about turning vast amounts of existing, often archived content into new electronic products. Although nuances in the definition can vary, a growing consensus is that rich data products leverage content in new ways and become important tools in the user’s day-to-day work. Many publishers
Publishing Executive asked publishers and editors about the challenges of publishing for this audience-to print, the web, and mobile devices-and how they've been able to compel young readers to love to read magazines.
The theme running throughout this issue of Publishing Executive is reader engagement. Engagement strategies take many forms. Providing a lean back experience is one type. Sometimes engagement is increased through the use of hard evidence, as is reported in the "Data-Driven Publishing" feature or the Tech Talk article featuring analytics software "Chartbeat."
From my perspective, rate base is a convoluted tool designed to produce distorted circulation figures. Yes, auditing is an attempt to verify with some precision and prove to the advertisers that a certain number of people may have picked up and read your magazine. But imbedded in this arcane system is a potential for trickery and a temptation to abuse the well-meaning audit results to achieve what amounts to some meaningless readership number.
The fact is, the marketer's pizza isn't getting any bigger, it's just getting sliced more ways. Today, that same pizza is being sliced into insanely smaller and smaller pieces that now include search engine marketing, social media, display advertising, email marketing, native advertising, and content marketing (to name just a few.)
What unites good business and good editorial is often a keen awareness of emerging trends. And if early interest is any indication, Modern Farmer founder Ann Marie Gardner has locked in on a global trend that's proving to be a rich ground for growing a multifaceted content platform.