Post on 16-Jan-2016
Digital Marketing: Adapting In a Changing World
Robert M. CohnConsumer Marketing Director
____________________________
Nicholas Schenck1881 - 1969
Bonnier titles currently on 4 digital platforms: Apple iPad All Access (Zinio) Barnes & Noble NOOK Amazon Kindle FIRE
In 2011, Bonnier titles generated 434,500
digital sales transactions
166,684 38%
267,794 62%
Bonnier Digital Sales Transactions -- 2011
Single Copy Subscriptions
Apple’s iPad accounted for
56% of the volume ….
iPad243,03
0 56%
Zinio122,87
6 28%
NOOK59,580 --
14%
Amazon8,992 -- 2%
And over $ 1.1 Million in Sales
$1,131,093 56%$291,419 14%
$577,262 29%
$17,549 1%Bonnier Digital Sales by Platform
iTunes NOOK Zinio Amazon
Publishing for 138 Years….since 1872
iPad Sales accelerated with launch of
Apple Newsstand:4-S
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Week Ending
0
2,000
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12,000
14,000
16,000
Subscriptions Single Copy
Popular Science+ Renewals
Apple Newsstand Launch
Christmas Gifts
All Bonnier Titles in iTunes Store
Digital Edition -- 2002
Popular Science Travel to the cutting edge of science and technology with Popular Science- and discover a world of incredible inventions and amazing scientific advancements. Be the first to know about the latest developments in cars, electronics, communications, tools, energy, aviation, space exploration, and much more. Popular Science is your guide to what’s new and what’s next. subscription features
language : English country : United States Digital Subscription / 12 Issues Zinio Digital Price: $12.00 US Save 80% off the Cover Price: $59.88 US
Interactive Digital Editions
In 2009, experimented with interactive “Genius Guides”
Launched April 1, 2010
iPhone Apprelaunched
Nov 10, 2010
SubscriptionsLaunched February 16, 2011
Total 7,323 subscriptions..sold in first 22 days
Promoted on web site, iTunes home page, and outbound e-mails
Introductory Price – 12 issues for $14.99 vs. stated basic price of $ 19.99
1st Year Subscription Sales grew rapidly:
4,140 6,216
7,148 8,006
9,139
10,144
11,777 12,704
13,842
14,577 15,387
15,962 16,672
17,287 18,064
18,673 19,373
20,237
20,916 22,024
22,611 22,998 23,409
23,797
24,349
24,991 25,430
25,871 26,238 26,849
27,337
27,749
28,138 31,815 33,940
35,463 36,693
37,945
39,142
40,226
41,154
42,048 43,598
45,537
47,452
49,448 50,926
52,296 53,365
54,343 55,284
54,941
55,239
0
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2
Week Ending
Popular Science +Cumulative Subscription Sales
Sales through 2/26/12
April May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr
2010 2011 2012
Subscriptions 0 0 0 0 0 0 0 0 0 0 6,216 9,139 13,842 16,672 19,373 22,611 24,991 31,815 35,983 37,945 43,598 52,296 54,941 57,106 59,171
Single Copies 16,394 12,200 18,666 12,696 5,281 7,334 7,172 7,410 12,011 12,154 8,098 1,088 2,971 2,383 1,641 1,446 1,315 2,977 3,363 2,145 2,704 1,786 1,042 720 468
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000 Copies Served by IssueApril 2010 - April 2012
Popular Science shows changes since 2010:
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
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90,000
Janu
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June July
Aug
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Oct
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Nov
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Aug
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2010 2011 2012
Popular Science Paid Digital Copies Served by Issue
(Excluding Sponsored)
Zinio Single Copy
NOOK single
NOOK subs
iPad Subs
iPad Single Cpy
Zinio Subs
Integration print & digital
Combo21%
Print “Up Sell”59%
Digital Only20%
PCD Popular Science digital subs
Representing about 7% of all iPad transactions:
Sold thru iTunes93%
Sold Direct7%
Began Testing Free Trial Issues
April 2012
B.A.S.S. DigitalJim Sexton
May 22
What is B.A.S.S.?
• Bass Angler Sportsman Society
• 500,000 paying members
• Bassmaster series on ESPN
• Bassmaster Magazine & B.A.S.S. Times magazine
• Bassmaster.com
• Facebook, 134,000 fans
• 30 fishing tournaments
What does digital mean at BASS?
• Live sports coverage
• Reach new audiences
• Two-way conversation with fans
• Generate new members
• Important revenue source
Bassmaster.com
Tournament coverage
Leaderboard
Real people
Pro Anglers & Stats
Video
Amazing
Gaming: Fantasy Fishing
Social media
Monetize? BASS is 360 degree buy: digital, print, TV, on site
Website: attract a big audience, passionate about fishing, with great content. Endemic advertisers get superior click-through rates.
Find ways to innovate with advertisers
Toyota, Yamaha, Shimano, Bass Pro, Evan Williams, Berkley
Digital integration with print?
• Planning, sharing resources, strategy, ideas
• Trying to drive traffic? Not so much
Who produces digital content?
Website is 90 percent original content
2 editors 50/50 on digital/print
Freelance team at tournaments
Producers at home office
TV team
Five take-aways
1st exploit your strengths (at BASS: video, photos,
personalities, stats).
Super serve audience on topics you know they
love.
In a 360 media organization, each platform
should focus on what it does best.
Magazine organizations sometimes work so hard
to save print they stifle digital.
Audience development = SEO & Social