Should my magazine go digital? Mercury excellence in publication design & print Alexandria Brown Bag (#alexbb) September 17, 2009
Should my magazine go digital?
Mercuryexcellence in publication design & print
Alexandria Brown Bag (#alexbb) September 17, 2009
Should my magazine go digital?
September 17, 2009Alexandria Brown Bag (#alexbb)
We believe that you should have a digital version of your print publication. Today we would like to take a look at print and digital and discuss different approaches/strategies that may be of benefit to your organization.
IntroductionsBrigitte Johnson – Director of Communications,
American Forest Foundation
Jennifer Ortiz – Director of Communications, Automotive Aftermarket Industry Association
Beth Molloy – Sales Director, Nxtbookmedia
Carl Weber III – Sales Representative, Mercury
Rich Lightfoot - Executive Vice President, Mercury
Alexandria Brown Bag (#alexbb) September 17, 2009
AgendaDigital examplesAdvantages/DisadvantagesCase StudiesImplementation StrategyQuestions
Alexandria Brown Bag (#alexbb) September 17, 2009
Advantages of digital
September 17, 2009Alexandria Brown Bag (#alexbb)
Reduced costsCutting edgeInstant tracking/analytical reportingHyperlinks & e-mail linksTimelinessCost effective addition of pagesInstant engagement/feedbackIntegration with other technologiesSelling opportunities
Disadvantages of digital
September 17, 2009Alexandria Brown Bag (#alexbb)
Potential loss of membershipPeople are becoming immune to online
informationDistractions online are making it harder to
focusDifficult to promote as standalone productEasy to dispose/deleteNot everyone is connected
Disadvantages of print
September 17, 2009Alexandria Brown Bag (#alexbb)
Higher Costs – paper, printing, and postageNon - “Green” perceptionStale information as a result of
turnaround/delivery timePermanent – no editing Limited tracking/reporting
Advantages of print
September 17, 2009Alexandria Brown Bag (#alexbb)
Travels well/portableGreener than you thinkNo SPAM filters to prevent deliveryPrint readers are focusedLeading driver of traffic to webLongevityBrand equityViewed as a membership benefitInfluential – sways trendsetters
What sways trendsetters?
September 17, 2009Alexandria Brown Bag (#alexbb)
MRI Survey of the American Consumer
Case studies
September 17, 2009Alexandria Brown Bag (#alexbb)
Conversion of print magazine to 100% digital online
Aftermarket Insider - Automotive Aftermarket Industry Association
Addition of digital version while maintaining print
Treefarmer - American Forest Foundation
Training Magazine - Nielson
September 17, 2009Alexandria Brown Bag (#alexbb)
Aftermarket Insider magazineSpecifications: Bi-monthly; 9,000 to 10,000 copies, 28-32
pagesLast print version – December/January 2009
Goals – Mandated to reduce costs but wanted to continue to provide a member product that was familiar in design
Strategy/Approach – Short-term announcement in last printed issue; next issue 100% digital
ResultsAnnual Savings - $100,000 plusNegative feedback
September 17, 2009Alexandria Brown Bag (#alexbb)
Treefarmer magazineBi-monthly; 12,000 – 90,000 copies; 32 pagesFirst digital version – Sept./Oct. 2007
Goals – Build awareness; expand readership; easy-to-use, functional product online that was not a PDF
Strategy/Approach – Digital version offered on association website open to all readers
ResultsSolidified advertiser revenue by providing additional value;
expanded opportunities
September 17, 2009Alexandria Brown Bag (#alexbb)
Training Magazine Specifications: bi-monthly, 40,000 copies, 60 pages First digital edition – June 2007
Goals: Increase circulation & create new revenue opportunities
Strategy/Approach Give readers a choice (print, digital or companion) Package (digital & print) revenue opportunities
Results: 3,500 print readers opted for digital only – now 4,368 digital
subscribers Total reach is now 107,000 (print, digital or both) Revenue growth ($1 – $10k/issue) via special sponsorship
opportunity
Implementation Strategy
September 17, 2009Alexandria Brown Bag (#alexbb)
1. Determine your objectives/goals.
2. Survey your members – evaluate & determine
preferences
3. Consider the impact of different approaches
4. Select the approach that fits your needs
5. Carefully select a digital partner
6. Educate members on how to effectively use the digital
product
7. Continue to monitor and track results