Print publishers are using mobile more and more to deliver their brand to audiences, with relatively easy ways to combine advertising.
(Visit http://www.worldofprint.com/us/meldung2.php?NID=10529361).
Full text from World of Print:
November 9th, 2010
Survey: Print Publishers Capitalizing on Opportunities Offered by Mobile Market
Publisher members of the Audit Bureau of Circulations and ABC Interactive are implementing plans for harnessing the mobile market's potential and focusing on strategies that increase revenue from the distribution channel. According to a new survey from ABC and ABCi, "Going Mobile: How Publishers Are Solidifying Strategies and Adapting to the Mobile Market," publishers see digital distribution of their publication as an increasingly important element of their strategic future and are actively pursuing the new dissemination methods offered by mobile websites, e-readers and tablets, and smart phones to reach a new generation of consumers.
ABC and ABCi Release Findings of Second Annual Mobile Survey
Publisher members of the Audit Bureau of Circulations and ABC Interactive are implementing plans for harnessing the mobile market's potential and focusing on strategies that increase revenue from the distribution channel. According to a new survey from ABC and ABCi, "Going Mobile: How Publishers Are Solidifying Strategies and Adapting to the Mobile Market," publishers see digital distribution of their publication as an increasingly important element of their strategic future and are actively pursuing the new dissemination methods offered by mobile websites, e-readers and tablets, and smart phones to reach a new generation of consumers.
This is the second annual mobile survey from ABC and ABCi. The 2009 survey offered an early stage snapshot of the activities taking place in and around the mobile market. The latest iteration of research provides an update on the extensive developments taking place in this rapidly changing market.
"The mobile market presents extraordinary possibilities for publishers and advertisers alike and both groups are seeking ways to capitalize on the many opportunities," said Michael Lavery, ABC president and managing director. "The results of our survey indicate that ABC members are in various stages of executing their mobile strategies. Many magazines and newspapers are already implementing their plans and tweaking their offerings while others are following close behind. The interest in ABC and ABCi's multimedia reports is steadily increasing as more publishers include advertising alongside their mobile offerings and more advertisers seek independent verification of mobile statistics."
Survey Highlights:
Mobile continues to receive more attention at newspapers, consumer magazines and business publications this year than last. Last year, 70 percent said mobile was receiving more attention at their publication; this year the number increased to 87 percent. Sixty-five percent believe that digital delivery of their publication is important to their strategic future, up from 55 percent last year.
Despite the increased focus on the mobile market, publishers still believe that their print publication is valuable and will continue to exist. Seventy-eight percent of respondents overwhelmingly disagreed that their publications would be delivered in a digital-only format within the next five years.
E-readers are clearly making their impact this year with the introduction of the Apple iPad and other tablet devices. In 2009, 42 percent of respondents believed that e-readers would become vital distribution channels for their publication. This year, that number jumped to 63 percent.
Survey respondents continue to list Apple as the number one e-reader manufacturer expected to impact the publishing market, but Google/Android makes a strong survey debut in second place, followed closely by Amazon.com.
Despite Apple's high ranking, publishers are concerned about its app business model and the way it shares data. Only 11 percent of respondents indicated they were satisfied with the analytics and subscriber information they receive from Apple. Nineteen percent said they were satisfied with Apple's app business model.
All of ABC's publisher members are experimenting with charging for mobile content. Forty-three percent of consumer magazines said they currently charge for mobile apps, followed by 39 percent of business publications and 21 percent of newspapers.
Publishers are optimistic about their ability to monetize mobile content. Thirty-seven percent expect mobile to significantly impact their revenue in just two years.
Survey Conclusions:
Publishers are beginning to solidify their mobile strategies while gauging how to adapt to a rapidly shifting market. The mobile market continues to receive more attention this year than last. More survey respondents are entering the space with websites formatted for viewing on mobile devices, apps designed for smart phones and e-readers, and clear plans for monetization. The larger publications are more likely to have launched their first round of initiatives, but small to midsize publications are not far behind.
Mobile continues to drive website traffic. With more consumers accessing the Internet via a mobile device, publishers are jumping at the opportunity to increase their overall website traffic. Seventy-five percent of survey respondents believe that mobile will be responsible for a five to 50 percent increase in their website traffic in the next two years.
E-readers and tablets begin to edge out smart phones. Publishers continue to explore distribution opportunities on both smart phones and e-readers/tablets. Last year, survey respondents were most hopeful about the potential of smart phones, likely related to the popularity of the iPhone. This year, with the iPad making its debut, more publishers expressed confidence in e-reader and tablet devices.
Apple currently leads the pack of manufacturers offering e-reader and tablet devices, but some concerns may drive publishers to other devices. Eighty-six percent of respondents said that Apple is the e-reader manufacturer most likely to impact the publishing market. However, only 11 percent of survey respondents said they were satisfied with the analytics and subscriber data they receive from Apple. Only 19 percent said they were content with Apple's app business model.
Publishers are counting on both ad and subscription revenue. Many plan to charge one price to access a brand on multiple platforms. Fifty-nine percent of survey respondents said they believe that a combination of ad and subscription revenue is still the right strategy for monetizing the mobile market. Respondents said sponsorship, search, video and banner advertising have the greatest likelihood of success. Many plan to offer consumers the option of purchasing a bundled subscription that may include a print publication, mobile app and website access all for one price.
As ad spending grows and advertiser demand for accountability increases, publishers plan to offer audited mobile metrics. Nearly three-fourths of survey respondents believe advertiser demand for accountability will continue to grow as ad spending in the mobile market increases. The majority of publishers agree that reporting independently verified digital edition and website metrics on ABC reports would benefit the industry.
http://www.accessabc.com
Wednesday, November 10, 2010
Wednesday, September 8, 2010
It's already happening
Mobile phones took a huge jump with the I-Phone toward allowing people to pick and choose and receive only what they want. But regular, non-smart phones fulfill the personalization role, too. There you can sign up for text alerts, links to stories that can be sent or archived on your PC. You can get personalized headlines and personalized advertising. And you can search the web. You can get anything you want at Alice's Restaurant.
Saturday, July 18, 2009
An old dog
The saying goes you can't teach an old dog new tricks. Well with the internet, none of the old saws work.
The over 50 generation is embracing social media.
(Check out http://pewinternet.org/Reports/2010/Older-Adults-and-Social-Media.aspx)
That means that newspapers and especially weeklies that have been clobbered by the division of their readership between over 50 year-old habits of consumption and under-50 year-old habits, now have a nexus where the two meet: social media.
In other words the print-centric generation and the web-centric generations now have neutral, mutual ground in social media. That provides real new opportunities for newspapers and weeklies if they can tie the two together.
Here's the overview story. If you want the whole story you'll have to order the report:
While social media use has grown dramatically across all age groups, older users have been especially enthusiastic over the past year about embracing new networking tools. Social networking use among internet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010.
Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%--from 25% to 47%.
During the same period, use among those ages 65 and older grew 100%--from 13% to 26%.
By comparison, social networking use among users ages 18-29 grew by 13%—from 76% to 86%.
“Young adults continue to be the heaviest users of social media, but their growth pales in comparison with recent gains made by older users,” explains Mary Madden, Senior Research Specialist and author of the report. “Email is still the primary way that older users maintain contact with friends, families and colleagues, but many older users now rely on social network platforms to help manage their daily communications.”
One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago.
Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009.
At the same time, the use of status update services like Twitter has also grown—particularly among those ages 50-64. One in ten internet users ages 50 and older now say they use Twitter or another service to share updates about themselves or see updates about others.
ABOUT THE SURVEY
This report is based on the findings of a daily tracking survey on Americans' use of the Internet. The results in this report are primarily based on data from telephone interviews conducted by Princeton Survey Research Associates International between April 29 and May 30, 2010, among a sample of 2,252 adults, age 18 and older. Interviews were conducted in English. A combination of landline and cellular random digit dial (RDD) samples was used to represent all adults in the continental United States who have access to either a landline or cellular telephone. For results based on the total sample, one can say with 95% confidence that the error attributable to sampling and other random effects is plus or minus 2.4 percentage points. For results based Internet users (n=1,756), the margin of sampling error is plus or minus 2.7 percentage points. In addition to sampling error, question wording and practical difficulties in conducting telephone surveys may introduce some error or bias into the findings of opinion polls. For more information, please see the Methodology Section.
The over 50 generation is embracing social media.
(Check out http://pewinternet.org/Reports/2010/Older-Adults-and-Social-Media.aspx)
That means that newspapers and especially weeklies that have been clobbered by the division of their readership between over 50 year-old habits of consumption and under-50 year-old habits, now have a nexus where the two meet: social media.
In other words the print-centric generation and the web-centric generations now have neutral, mutual ground in social media. That provides real new opportunities for newspapers and weeklies if they can tie the two together.
Here's the overview story. If you want the whole story you'll have to order the report:
While social media use has grown dramatically across all age groups, older users have been especially enthusiastic over the past year about embracing new networking tools. Social networking use among internet users ages 50 and older nearly doubled—from 22% in April 2009 to 42% in May 2010.
Between April 2009 and May 2010, social networking use among internet users ages 50-64 grew by 88%--from 25% to 47%.
During the same period, use among those ages 65 and older grew 100%--from 13% to 26%.
By comparison, social networking use among users ages 18-29 grew by 13%—from 76% to 86%.
“Young adults continue to be the heaviest users of social media, but their growth pales in comparison with recent gains made by older users,” explains Mary Madden, Senior Research Specialist and author of the report. “Email is still the primary way that older users maintain contact with friends, families and colleagues, but many older users now rely on social network platforms to help manage their daily communications.”
One in five (20%) online adults ages 50-64 say they use social networking sites on a typical day, up from 10% one year ago.
Among adults ages 65 and older, 13% log on to social networking sites on a typical day, compared with just 4% who did so in 2009.
At the same time, the use of status update services like Twitter has also grown—particularly among those ages 50-64. One in ten internet users ages 50 and older now say they use Twitter or another service to share updates about themselves or see updates about others.
ABOUT THE SURVEY
This report is based on the findings of a daily tracking survey on Americans' use of the Internet. The results in this report are primarily based on data from telephone interviews conducted by Princeton Survey Research Associates International between April 29 and May 30, 2010, among a sample of 2,252 adults, age 18 and older. Interviews were conducted in English. A combination of landline and cellular random digit dial (RDD) samples was used to represent all adults in the continental United States who have access to either a landline or cellular telephone. For results based on the total sample, one can say with 95% confidence that the error attributable to sampling and other random effects is plus or minus 2.4 percentage points. For results based Internet users (n=1,756), the margin of sampling error is plus or minus 2.7 percentage points. In addition to sampling error, question wording and practical difficulties in conducting telephone surveys may introduce some error or bias into the findings of opinion polls. For more information, please see the Methodology Section.
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