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Case Study: Our NewPrint Strategy
Publishing Business Conference presentation, March 20, 2012
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Case Study: Our New Print Strategy
OR
11 Rules of BookazinesAndWhy We Broke Them All
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BOOKAZINES
Photos courtesy of Joe Berger,
newsstandpros.wordpress.com
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BOOKAZINES
MagNets description:
An issue that was not part of a title's normal
frequency schedule
Sold on newsstands
Cover price: $9.95 - $19.99 Little or no advertising
Annual sales growth nearly 20%
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Weve been able to keep the core values we started
nearly 80 years ago providing readers with
accurate, unbiased, and useful informationwhile
expanding the delivery system in ways that were
unimaginable even a decade ago.
Brian Kelly
Editor & Chief Content Officer
THE U.S. NEWS VISION
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WHY PRINT?Isnt it dead?
Readers wanted our content in print Advertisers wanted print
ads
Maintain the visibility of our brand
Reinforce our journalistic heritage
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BRAND PORTFOLIO
Source: Omniture 2011, ABC Audited, iTunes App Store
U.S. NEWSHASDEFINEDTHEWAYWEDELIVER
CONTENT & CREATEONGOINGRELATIONSHIPS
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ANNUAL GUIDEBOOKS
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11 RULES OF BOOKAZINES
1) Impulse buy
2) Spinoff of subscription magazine
3) Includes subscription offer for parent title
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11 RULES OF BOOKAZINES
4) Few ad pages, little or no ad revenue
5) No guaranteed ratebase
6) No controlled circulation
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CONTROLLED CIRCULATION
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11 RULES OF BOOKAZINES
4) Few ad pages, little or no ad revenue
5) No ratebase: 4 of ours have audited ratebase
6) No controlled circulation
7) Sold only on newsstands
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OUR AMAZON STOREFRONT
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11 RULES OF BOOKAZINES
7) Sold only on newsstands: Our newsstand-only books are now
newsstand plus
8) On sale only 3 months: No off-sale dateson our web site
9) Not suited to B2B advertisers
10) Not suited to bulk sales
11) Not suited to libraries
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LOOKING FOR MORE SALES CHANNELS
E-editions (just launched on NOOK)
More web stores (opportunity for book distributor)
Bookstores (opportunity for book distributor)
Historic sites (opportunity for book distributor)
Science museums (opportunity for book distributor
Are you sensing a pattern here?)
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RANKINGS INSPIRED GUIDEBOOKS
EXTENDED
NEWSSTANDSHELFLIFE
STRATEGICPLACE-
BASEDDISTRIBUTION
ACTIONABLE
SOLUTIONS &ANALYSIS
GO-TORESOURCEOVERANEXTENDEDPERIOD
On Sale 9.186.28 On Sale 11.132.12On Sale 9.2011.26On Sale
4.312.31
CONTENTDEDICATED GUIDEBOOKSLEVERAGE
OURSIGNATURERANKINGSTODELIVERANIN-DEPTHANALYSISTOAGOALORIENTEDAUDIENCE
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Thank YouMark W. White
Vice President, Specialty Marketing
[email protected]
Usnews.com/amazon@MarkWWhite
mailto:[email protected]:[email protected]
