Thursday, March 19, 2009

 

Premier Guitar: "Our Top 11 Reasons for Online Magazines"

Peter Sprague of Premier Guitar presented NEW PRICING STRATEGIES For the Multimedia Era at the FOLIO Growth Summit in Chicago. It was an eye-opening presentation, and he did a great job of explaining how they sell multimedia packages based on total impressions/exposures with a "packaged" CPM rate.

I'd like to reprint his slide entitled "Our Top 11 Reasons for Online Magazines":


  1. It is a form of product sampling.

  2. Free access to the digital magazine has increased print subscriptions and single copy sales.

  3. It is a way to grow rate base (and $ yield) quickly and very efficiently.

  4. Online opt-in subscribers are auditable.

  5. Online magazines allow a publisher to charge for new sound and sight services.

  6. If you operate in a global market, an online magazine is the only realistic way to serve offshore readers.

  7. An online magazine allows the publisher to quantitatively evaluate content and creative.

  8. An online magazine’s metrics allow a publisher to share real time data with an advertiser.

  9. Online magazines are measurable and accountable.

  10. Online magazines save wood... for guitars! Don't underestimate environmental appeal.

  11. There is no "waste" with an online magazine vs. single copy distribution, which generates revenues and provides for sampling, but in a grossly inefficient manner!

Premier Guitar's success with digital editions from Texterity is a testament to his teams integrated strategy, clear message to the market, and quality execution.

NOTE: You can download the original powerpoint presentation by clicking here.

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# posted by Cimarron Buser @ 8:41 AM 2 Comments

Monday, December 8, 2008

 

Five Tips to Cope -- or Even Thrive -- Through Downturn

Ad Age knows something about troubled times: The magazine was founded less than 90 days after the crash of '29 and has reported on every downturn since the Great Depression. They have dug deep into their archives to analyze the issue of innovation during three of the worst times: the Depression and recessions of the early '70s and early '80s. The result of that research is "Downtime Opportunity," a comprehensive Texterity digital edition "white paper" available at adage.com/whitepaper.

Bottom line: A great example of "just in time" publishing leveraging the brand and knowledge of a leading publisher and the quick turnaround and features of Texterity digital editions.

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# posted by Cimarron Buser @ 12:14 PM 1 Comments

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