case studies

 Make magazine has launched one of the most successful digital edition programs in the industry, After only two issues, 40% of eligible customers signed up for digital editions! This case study covers only some of the digital editions services Make uses, including:

• Circulation-building programs (instant 1^st issue delivery, send-to-a-friend)
• Companion delivery
• Digital archives as a subscription premium
• Auto-renewal of digital subscriptions

Publisher:
O'Reilly Media, Inc.

Publication:
Make Magazine

Objective:
Increase digital readership using a battery of strong tools.

Background:
Make Magazine, launched by O'Reilly Media, Inc. in February of 2005 is already one of the most successful companion (print + digital) magazine offerings in the consumer magazine market. Make is a quarterly publication devoted to electronics projects, hardware hacks, and do-it-yourself inspiration. It includes information and projects from "how to make a potato gun" to "make a robot out of a computer mouse." With step by step instructions, Make even includes project supply lists that readers can print and take to the store.   

Challenge:
As a new magazine, Make approached the market by considering the ideal attributes a magazine should possess. Make perceived four main areas of opportunity. First, Make strives to provide superior customer service and its readers, particularly international readers, were requesting faster access to the publication. Second, part of Make's promotional strategy includes viral marketing - targeting online communities and user groups to generate grass-roots interest in the magazine. Third, Make's marketing staff wanted a way to generate more interest and excitement at the substantial number of partner events they attend. Finally, Make wanted to confer privileges to subscribers through features such as searchable archives and multimedia enhancements.

Using Texterity's send-to-a-friend and digital ad programs, Make allows its subscribers to pass along a promotional copy of the magazine that includes digital blow-ins featuring subscription offers. This leverages word of mouth and expands readership through viral marketing. With Texterity's digital sampling program, Make can quickly and effectively execute cross-promotional programs in partner newsletters and websites in as little as one week. Finally, Make builds strong relationships with its readers. Offering digital editions with value-added features such as video and audio enhancements provide yet another reason for newsstand customers to become subscribers.      

Result:
Make Magazine is one of the most successful digital editions launches to date. After only two issues, over 40% of eligible subscribers have opted in to receive digital editions. Subscriber response has been overwhelmingly positive and international subscribers are especially happy with the fast, environmentally friendly delivery. After publishing only two digital editions, Make received hundreds of new subscriptions from the send-to-a-friend marketing promotion. Digital editions are an integral part of Make's subscription and marketing programs. In the future, make plans to take advantage of Texterity's survey programs and intends to reserve even more content exclusively for its "Premier Maker" subscribers.