1	Electronic Editions to Expand Your Enterprise Making Digital Editions Successful April 20, 2006
2	Agenda Texterity Overview Digital Magazine Programs Motivating Subscribers Case Studies Messaging Examples Interactive Techniques
3	Texterity Overview
4	Solutions and Customers Overview Digital Magazine Solutions Digital Launch, Circ. Building, International Digital Delivery via E-Mail & Web Complete Tracking and Reporting Subscriber Management with Access Control Over 250 magazines. Customers include… Time Inc., Meredith, Hearst, Condé Nast, Dow Jones, PennWell, Penton Media, CMP, Ziff Davis, Northstar, GIE Media, Access Intelligence, Grand View Media, Horizon House, Vicon
5	Sample Customer List
6	Sample Publications
7	Digital Magazine Programs
8	Circulation Building Programs Instant Digital Fulfillment 1^st Issues – fill the 6-8 week print delivery gap Subscription premiums, Gift subscriptions Internet Digital Sampling Organic search (“Googlized” content) or Pay-Per-Click “House” E-Mail Lists and Sites International Circulation Growth Take strong brand to global audiences Simultaneous cost savings for both publisher and subscriber Option to force migration by charging for foreign subs Digital delivery supports your core business by cost-effectively increasing digital or print circulation
9	Magazine Programs - Engaging Readers Exciting Visual Format Digital replica of complete issue, but also much more... Promotes publishers brand (layout, colors, options) Easy to Use, Fun, Involving Any browser, any place: no downloads or applications Enhances magazine navigation (links to ads, URLs, emails) Generates passalong enthusiasm (“Send to a Friend”) Becomes essential Archive can be searched Current subscribers get value-added access to back issues Getting users to open more issues and read more pages creates enthusiasm for the brand
10	Magazine Programs - Increase Advertising Track usage and ad click-through Issue-by-issue open rates, read rates, and ad clicks Individual usage & time spent per page Improve demographics of magazine Attract younger readers with “print+digital” solution Leverage Print with Digital companion edition Alternative to “web pages” Sponsored content to target audiences Custom “micro-sites” create new ad revenue source Magazine’s rich and branded layout available to web user Digital Delivery enables magazines to recapture advertising dollars that are shifting to new media
11	Motivating Subscribers
12	Motivating Subscribers - Best Practices Branded to Publication Logo, colors, font, layout to match publication Email address “from” / “name” (e.g., editor’s name) Subject and content of message matched with user interest Easy to Access Single click to access issue No downloads, installations, or plug-ins Instant access for print subscribers via match code
13	Motivating Subscribers Integrated with Print and Online properties Web site integration Messages/banners on web site inviting digital edition Free sample(s), “minimum” form (email+name only) or full qual form Instant access via email to registered users “Global Search” to all digital issues (may lead to reg or pay form) Print integration Cover wrap or bellyband with URL of digital magazine Help information integrated in print edition - editorial or other copy Digital edition integration Links back to website for article updates, specials Ability to subscribe to print edition or other products from digital Blog support – bi-directional links, “pre register” user for blog comments
14	Motivating Subscribers E-Mail Messaging Tactics Phase I: Introductory messages Invitation to see digital edition Participation in survey (ask reader for feedback) Position benefits of digital edition Phase II: Invitation to receive digital Request switch to digital edition (e.g., North American readers) Convert to free or lower-cost digital (e.g., International readers) Phase III: Split Messages / Direct Links Split codes for different messages based on segmentation Special messages to “VIP” users, expires Direct links to articles of interest – include TOC or thumbnails
15	Motivating Subscribers Scheduling & Open/click-through logic Initial message: HTML/Text combination Follow-up messages Text if not opened HTML if opened (viewed) but not clicked Message Scheduling Schedule based on # of days since received issue Schedule based on # of issues received Different messages based on open/view history RSS feed for notification, archiving Built into IE7 and Vista operating system
16	Case Studies
17	Case Study #1 Business Publication – Qualified Subs Launched digital edition to existing print subscribers (email list from web site reg.) Over four month period after launch, sent digital edition to average of 50,000 print subs per month Email notifications used phased launch plan Results In 4 months, 16% of list converted to digital edition exclusively Open and click-through rates stable User feedback extremely positive
18	Case Study #2 Business Publication – Paid Subs Converted existing digital solution users Experience – declining sub base for digital, customer dissatisfaction Over six month period after launch, sent digital edition to existing digital base Email notifications used phased launch plan Initial messaging explaining differences Website integrated sampling plan (month 3 start) Results: Increase of 135% in digital subscriber base Open, click-through, and re-use rates stable and increasing User feedback extremely positive – brought back digital users
19	Case Study #3 Business Publication – Paid Subs “Instant” integrated sampling program (digital sample sent to users who request one) Web site fully integrated with sampling, instant access to print subscribers, and digital subscription pricing plans Results: 8% of users viewing sample subscribe to magazine Growing month-over-month subscription volume (print and digital) Pick-up by search engines, leading to more web views/sampling
20	Case Study #4 Consumer – Paid Subs Provide bundled “Print+Digital” to all new subscribers (and instant first-issue delivery) Access to Archives requires registration for auto-renewal with credit card Results: Over 30% of subscribers chose to auto-renew, resulting in significant savings over direct-mail renewal series High satisfaction with digital edition for existing readers – appreciate the option of print version and digital availability Global search feature on web page – driving new subscribers
21	Messaging Examples
22	Print Messaging Linked to Digital
23	Web Messaging Linked to Digital
24	Email Template – Sample Message 1
25	Email Template – Sample Message 2
26	Email Template – Sample Message 3
27	Interactive Techniques
28	Interactive Techniques Reader Service “Deep Links” to specific product information, e.g., white papers, specifications, or presentations Automatic Registration via transfer of subscriber information including name, address, etc., with appropriate opt-in Integrated surveys Enable feedback on articles, advertisements, issues Resource links Direct links to code samples, related forum/message boards Rich media/multimedia Enable users to engage with flash, video, or recorded webcasts – at their option
29	Rich Media Support for integrated rich media User option to play, based on client capabilities If browser has no multimedia player, magazine will still work All multimedia for on-line and off-line version Video (MOV, AVI, WMV, MPEG), Audio (MP3, RA), Flash (SWF), Animated GIF Multimedia integration specification Allows placement of rich media anywhere on editorial or advertising page Options for resize, play on open Can appear on any set of pages within magazine Can appear based on “event” (i.e., first open)
30	Summary
31	The bottom line for your magazine…. Successful brands must constantly evolve All branded products and line extensions have real value Print magazines, trade shows, newsletters, web sites, lists, and research all serve/build audiences and produce ROI Digital Editions are a key part of a brand strategy Responds to preference for Internet-based learning Addresses higher paper, postage and printing costs Enables global market outreach and brand building Leads to accountable engagement – publishers, advertisers, readers
32	Contact Information Texterity, Inc. 144 Turnpike Road Southborough, MA 01772 Phone: (508) 804-3000 Fax: (508) 804-3110 Website: www.texterity.com ______________________________________ Cimarron Buser, VP Marketing – (508) 804-3062