Digital Magazines: Market & Interactivity (CSME April 15, 2013)

April 15, 2013

Page 1 | CSME | DIGITAL MAGAZINES | TOM EMRICH | @EMRICHTOM

7 Years in the Digital Industry

Specialize in Digital Media

Speaker & Blogger

•  Freelance Consultant •  Product Strategy,

Development & Marketing •  Project Management

•  Mobile & Tablet Apps •  Digital Publishing •  Mobile Marketing &

Advertising

•  Guest writer: TechVibes •  Manage Future Tech Report •  CTIA, BlackBerry DevCon



Tablets

Smartphones

52% 48%

52% 48%

Age: 39

Age:43

48% 46% 6%

47%

21%

IDC Tablet Operating Systems Market share Forecast 2013 Smartphone & Tablet Penetration & Demographics – Mobiology Report IPSOS Jan 2013 Presented at DX3

Worldwide Tablet Market 2013 Estimation 190.9 Million

21% of Canadians expected to have multiple devices


2 out of 5 tablet owner read newspapers or magazines on their

device

41% of tablet owners purchased magazines on their tablet

Tablets users more likely to remember ads on their device with 48% recall compared to 37% on smartphone

10% more likely to purchase on a Tablet versus 7% on Smartphone

68% of tablet owners stated they have have read newspapers or

magazines on a tablet they had not previously read in print

PPA –UK stats http://www.mediaweek.co.uk/news/1159327/ Nielsen: http://www.bizreport.com/2012/02/ad-recall-and-propensity-to-purchase-higher-among-tablet-use.html

comScore TabLens Service http://www.marketingprofs.com/charts/2012/9160/tablets-driving-newspaper-magazine-readership Nielsen via BI: http://www.businessinsider.com/bii-report-how-content-is-being-consumed-on-mobile-devices-2012-9


2.4% of total circulation

Magazines with Largest Digital

Circulation

Digital Subscriptions Grew 253% YOY

61% Increase in Digital Editions YOY Remains 3% of Total

2012 Digital Circulation of 259,529 up more than 50% from 171,688 in 2011

147% YOY increase in Paid Digital Editions

AAM Report February 2013, http://adage.com/article/media/magazines-digital-circulation-soars-2-4-total/239646/


http://www.emarketer.com/Article/This-Year-All-Publishers-Go-Mobile/1009628

This year 100% of Publishers are expected to have formatted

their content for mobile & tablet devices

4 out of 10 publishers expect 10% of their circulation revenues to

come from mobile & tablet by 2014


#2 Second Highest App Category in Top 200 Grossing iPad Chart after

Games

15% Percentage of

Tablet Publications in the Top 200 Grossing

iPad Chart

10 Number of Tablet Publication iPad Apps in the Top

100

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Conde Nast Hearst Rogers

Time

77% 20%

3%

Magazine

Newspaper Newsstand

Top Publishers

30% 27% 13% 10%

Audit of iPad Grossing Chart Jan 2013 – Tom Emrich


Device Manufacturers Operating systems

App stores (Newsstands)

Newsstand apps Publisher apps PERSONALIZED MAGS

Digital Publishing software

Pureplay apps


SFP (Straight from Print)

DFT (Designed for Tablet)

EFT (Enhanced for Tablet)

SFP+ (Straight from Print Plus)

According to MPA


Downloads

Active Users

Sessions

Page Views

Time Spent

Vanity Metric Tracks Number of App Installs

Tracks Number of Issue Downloads

Key Metric Tracks Usage of the App Tracks Usage of the Issue

Frequency Metric Tracks Number of Times the

App Is Opened Tracks Number of Times the

Issue is Opened Engagement Metric Tracks the Number of Pages Viewed by User Tracks Most Read Pages

Engagement Metric Tracks the Time Spent in the App

Tracks the Time Spent in the Issue Tracks the Time Spent on a Page


ShaKe/Move/Turn

Text Parsing

Active Hyperlinks

Air Print

Shop/Commerce

Animation Slideshow

Audio Video

Quick Links

Scrollable Areas

Hot Spots

360 Degree View

Pan and Zoom

Tap to Share

Live Feeds

Rub & Reveal

Haptics

Location-based










Video: http://www.youtube.com/watch?v=etO_s0fQkeE


40% of the magazine

was interactive

90% editorial

10% ads

AVERAGE of 5 - 7 unique

interactive features

Most magazines used Left to Right Portrait Orientation

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Audit of Digital Magazines – Tom Emrich


Automobile & Auto-Related

Ads Were Most Interacted With

73% used interactive features

Out of 13,000 ads in across 1,000 magazine issues

55% of digital magazine readers noted or read a digital ad

52% of those who noted took an interactive action as a result

According to a Starch Digital Survey: Second Half of 2012: http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/


According to a Starch Digital Survey: Second Half of 2012: http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/

38% - Touched/clicked the ad to expand

34% - Viewed Multiple Pages of Multi-Page Ad

31% - Watched a video or commercial

30% - Viewed a Gallery

30% - Downloaded an App

27% - Touched/clicked the ad for More Info

24% - Accessed a social network through the ad


http://digitalmagazineawards.com/entries2012/economist-avis/ http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/

Avis Rent-a-Car The Economist – Dec

Move/Shake/Turn 50% Interaction

Video: http://www.magplus.com/example-of-interactive-ad-in-an-ipad-magazine/


Lexus GS Motor Trend – June

View Gallery 52% Viewed a Gallery

Hermes Aparel GQ – Dec

View Slideshow 63% Viewed Slideshow

http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/


http://www.adweek.com/adfreak/lexus-print-ad-roars-life-little-help-ipad-144349

Video: http://www.youtube.com/watch?v=640v8yBcXg8


When Hearst first launched digital editions for the iPad, it loaded its titles

with interactive features — features readers don't necessarily want.

Innovative, well-tested and fully-interactive magazines should fare better on Newsstand than replica

versions but we know that many iOS users are downloading these replica

editions. Total Film, Men’s Health, Cosmopolitan, Glamour and many

other PDF editions all regularly appear in the Newsstand charts.

29% of readers spend 10 to 30 minutes per visit on a digital issue, while 10% spend 30 to 60 minutes. Also, the more interactive content, the longer the reader stays on each page; 48% of interactive elements in apps are selected or played at least once, he explained.

Hearst President, David Carey

David hicks on FUTURE digital magazines

Steven hart, Adobe dps

http://www.themediabriefing.com/article/2012-01-31/Future-tablet-art-director-interactive-page-turning-magazine-apps http://mashable.com/2012/11/30/hearst-tablets-interativity/

http://www.designedgecanada.com/news/2012/20121111075.shtml


Email: [email protected] Mobile: 647-746-2630 Twitter: @emrichtom Blog: www.futuretechreport.com


http://www.iphoneincanada.ca/technology-2/idc-raises-its-2013-forecast-for-global-tablet-market-to-190-9-million/

http://adage.com/article/media/magazines-digital-circulation-soars-2-4-total/239646/

http://futuretechreport.com/post/41143110411/tablet-publications-success-in-the-canadian-app

http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx

http://www.emarketer.com/Article/This-Year-All-Publishers-Go-Mobile/1009628

http://en.wikipedia.org/wiki/History_of_printing

http://en.wikipedia.org/wiki/Magazine

http://en.wikipedia.org/wiki/Digital_printing

http://mashable.com/2012/03/16/statistics-abouttablet-owners/

http://www.nielsen.com/us/en/newswire/2012/american-and-european-tablet-owners-more-comfortable-paying-for-content.html

http://www.mediaweek.co.uk/news/1159327/ http://www.bizreport.com/2012/02/ad-recall-and-propensity-to-purchase-higher-among-tablet-use.html http://www.marketingprofs.com/charts/2012/9160/tablets-driving-newspaper-magazine-readership http://www.businessinsider.com/bii-report-how-content-is-being-consumed-on-mobile-devices-2012-9

http://multimedia.journalism.berkeley.edu/tutorials/digital-transform/tablets/

http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/

http://www.designedgecanada.com/news/2012/20121111075.shtml

http://mashable.com/2012/11/30/hearst-tablets-interativity/

http://www.themediabriefing.com/article/2012-01-31/Future-tablet-art-director-interactive-page-turning-magazine-apps

http://www.fiercemobilecontent.com/story/android-tablets-overtake-ipad-market-share-year-idc-forecasts/2013-03-13

Technology

Digital Magazines: Market & Interactivity (CSME April 15, 2013)