Newsstand Promotions: A Cornerstone to Publishing Success
September 28, 2016 at 12:43 pm

Normally one would ask a question in the blog title: “Newsstand Promotions, Are They Necessary?” or “Do We Have to Promote on the Newsstand?”. I really don’t think this is a question at all; promotions are a crucial investment in your magazine. In the past I’ve written about the importance of cover design and the…

How Publishers Should React to Google’s Interstitial Crackdown
September 27, 2016 at 11:13 am

Publishers were thrown into a bit of a panic recently when Google announced they’d be penalizing websites that use “intrusive interstitials” (aka pop-ups & lightboxes) on mobile. The reason for the panic is that interstitials are widely used among publishers for various purposes, including: Advertising: This is the main target of the Google crackdown --…

Registration is Key to Increasing Share of Known Users
September 19, 2016 at 3:19 pm

The magazine industry has been a leader in collecting valuable data on its readership and using it effectively to generate advertising dollars and highly targeted campaigns. Some of the largest media conglomerates have tens of millions of addresses in their databases, with hundreds of data points collected from surveys, contests, newsletters, external demographic providers, and…

The 4 Digital Publishing Trends to Watch in 2017
September 12, 2016 at 10:20 am

The table for digital publishing in 2017 was actually set last fall when Apple killed off its newsstand app. This set the wheels in motion for Adobe to de-emphasize its digital publishing software in February in lieu of mobile app development. Just like that the two biggest players in the digital publishing game were now…

Publishers Are Looking at Facebook the Wrong Way: It's Not a Publishing Platform
September 6, 2016 at 3:34 pm

We’ve heard how Facebook is changing its algorithms and how the organic reach of Facebook posts is rapidly declining. Organic reach is now estimated to be less than 6% and Ogilvy has even predicted that organic reach on Facebook will soon be zero. Maybe there really is too much competing content now. Or maybe Facebook…

How to Attract The Newsstand Subscriber
August 25, 2016 at 8:00 am

Way back when I first began working in magazine publishing, I sat in a presentation by Jim Gregory, head of circulation for Charter Publishing, now Meredith magazines. Jim spoke about the newsstand subscriber, the individual that does not buy an annual subscription to a magazine because he does not want every issue. Chances are the…

3 Ways to Retain & Grow Newsletter Readership
August 19, 2016 at 2:57 pm

When it comes to email marketing, publishers and online media groups rely on this channel more than most businesses to attract audiences to their content. The larger and more engaged the subscriber base, the higher the ad revenue; it’s no secret that digital publishers must make newsletters enticing to drive readership and website visits. Despite…

Magazine Readers Are Wealthy & Well Educated, USPS Study Finds
August 16, 2016 at 11:40 am

The quintessential subscribers to printed American consumer magazines are wealthy, well-educated empty nesters who live in a single-family house, a recent U.S. Postal Service study suggests. “Households with incomes above $100,000 receive three times as many periodicals as households earning less than $35,000,” says the USPS’s recently released annual Household Diary Study of mail received…

Facebook’s Algorithm Tweaks Show Limits of Data Science
August 15, 2016 at 11:47 am

As noted in my recent post on Publishing Executive, Facebook has been evolving its algorithm for deciding which content gets inserted into a user’s news feed. In the latest tweak, priority goes to content that is shared from the user’s personal network, and to content that “informs and entertains” and that is “authentic” (i.e. not…

Putting First-Party Data to Work With AI, Machine Learning & Natural Language Processing
July 26, 2016 at 10:33 am

Big data means today’s publishers could potentially buy third-party data on anything and everything about their audiences, from their favorite breakfast cereal to the color of their socks. Alongside these highly specific -- and questionably relevant -- pieces of information, publishers can also identify more profitable trends such as what interests their audiences and how…