Marketing Your iPad Magazine: Part 2
I recently had a conversation with a major multi-title publisher whose main magazine websites have upwards of 2 million uniques a month. He reiterated what I had suspected myself. Publishers are not putting a lot of money into marketing their digital products because of the undecided nature of name ownership and subscription processes (see my past blog on this).
I believe that's true. Publishers are not going to pour their marketing creativity and budget into iPad-ready digimags until they can be assured of a return on their investment, measured both by revenue, subs generated, and names to market to. Nonetheless, publishers, including the large multi-title publisher above, are spending a great deal of their time creating the iPad-ready digimags so that when the ownership and distribution challenges are solved, they will be ready.
Below are some easy things you can do to protect the investment you've already made in creating an iPad-ready digimag. These are mostly low-cost, and taking advantage of the medium you're working with already. And publishers are using them already.
In Marketing Your iPad-ready Digimag, Part 1, we went over how to build your list and educate your reader as part of your marketing strategy. This time, we'll give you 5 tips to market your iPad-ready app in the app itself, and through media outlets.
Tip 1: Use Your App to Market Your App!
Vanity Fair does a great job of it. Some things I like about this house ad in the app version of Vanity Fair:
- It shows both the ipad version AND the print version;
- It promotes the features available only in the digital version (a video of soccer players getting ready for an Annie Leibowitz shoot caught my attention some months back);
- The link to the app is clear, bold and clean. [See photo 1]
Tip 2: Engage Your Reader
MacLife, an award-winning free app with 101 Mac apps listed within, does a lot of interesting marketing within their app. They urge you to "talk" about your app experience by going to the website. [See photo 2]
When you get to the website, it asks you to engage in three different ways:
- It asks for feedback on tablet edition;
- It gets your email address when you provide feedback;
- It makes an appeal for a bundle of print + digital for only $19.95.
Tip 3: Preview the Next Edition
The next animated page gives you a preview of the next edition. If you do not have access to the names, you need to promote within the app itself for the next issue. Note that MacLife tells you right there you will pay for the next issue; it will not be free. I suggest you attempt to get their email name here by letting them know you'll alert them when the next issue is ready. [See photo 3]
Tip 4: Sell Your Print Editions
The final animated page gives you a link to purchase print editions. There is a lot of experimenting going on with selling print on apps, and vice versa. [See photo 4]
Tip 5: Use Other Media to Sell Your App
It's still news when a magazine launches a true iPad-ready digimag. Both Folio and B2B magazine picked up the fact that the Atlantic was now offering a paid magazine app. This article on the Atlantic not only gets you the cover (albeit the print cover) but also a big piece on the content in the iPad edition and a link to the app itself.
Next up: Maximizing Your iTunes Entry to Engage your Audience and Market your iPad-ready Digimag App
M. Thea Selby is a Principal in Next Steps Marketing, a San Francisco boutique firm that solves audience-building challenges in creative, customized way using practical "call-to-action" marketing techniques where the return is clearly measurable by clicks, online sign-ups, responses to direct mail, orders from partners, or sales at newsstand.
She was the 2010 Women's Leadership Conference Chair, is a co-founder and board member of Exceptional Women in Publishing—a national organization dedicated to supporting women in and through the power of online and print media—and is the former CEO and Publisher of Light Green Media, a digital publishing company.