Despite an increasing fixation with all things digital—including online video viewing—US adults are still watching more and more traditional TV, whether it’s live or recorded on a DVR or DVD, eMarketer estimates. The average adult consumer spends 4 hours and 34 minutes each day watching TV and video on a traditional television set this year, up 10 minutes from last year.
I’ll be the first to tell you agency-based content marketing is old news. Establishing credibility and providing valuable content through books, magazine articles, and white papers has been the industry norm for decades. The world is already accustomed to looking to advertising and public relations agencies for guidance and that next big idea — be it creative, communicative, or a combination thereof.
According to a survey published by the Audit Bureau of Circulations. 85% of the magazines and newspapers in the U.S. and Canada currently offer mobile content for e-readers, smartphones or tablets. Just 76% of magazines and newspapers offered mobile content last year. “Going Mobile: How Publishers Are Maturing and Monetizing Their Offerings,” found that 88% of newspapers, 83% of consumer magazines and 79% of business publications offered mobile content.
Ziff Davis Enterprise has launched a new strategy called OmniDigital that will take the company all-digital with emphasis in four keys areas–traditional websites, mobile websites, tablets and digital editions. The company will convert its remaining three magazines–Baseline, CIO Insight and eWeek–to digital editions starting in January.
Our editors take a look at what’s ahead in key industry sectors
FORECAST 2011: PRINT
If 2010 was a year of digital innovation, in the form of iPad apps and online paywalls, 2011 will be one of continued tinkering. Publishers will test tablet subscription offers and metered paywalls as they recognize the need to offset shrinking ad revenue and increase their haul from consumers. Four of the biggest magazine companies start the year off with new leadership, raising expectations for transformation at a high level. Expect to see the continued expansion of marketing services, deeper integration of print and digital sales, and creation of digital products driven by consumer needs—steps many would call long overdue. “The biggest thing that needs to happen is a lot of listening to what the client wants, listening to what the consumer wants,” says Carolyn Dubi, svp, director of print at Initiative. “It brings us toward the golden ticket, which is about performance.”
4 TRENDS TO WATCH
With ads popping up on covers, traipsing across editorial white space and woven into magazines in otherwise unusual ways, the American Society of Magazine Editors’ guidelines—which say how to keep ads and editorial content separate—haven’t always kept up.
On Oct. 21, ASME released revised guidelines for the first time in five years (posted at magazine.org/asme), with new language concerning the use of false covers, sponsored sections, interruptive advertising and ad adjacencies—high-profile examples of which have lately come before the association.
ASME also is working on revisions to its digital guidelines to reflect the growing use of invasive and interruptive ads online and federal rules requiring bloggers to disclose commercial ties. That process is expected to be finished later this year.
Macworld, the magazine and website devoted to all things Apple (NSDQ: AAPL), is launching a range of online subscription products. The various subscription plans fall under the Macworld Insider program. Membership is required for Insider access, with the first level starting at $19.95 a year up to $39.95 annually. With the inability of online ads to offset the declines on the print side, more publishers are trying to find ways of presenting premium content. But aside from that, Macworld is also gearing Insider membership to one of parent IDG’s big moneymakers, the Macworld Expo in January.
Among the benefits of the Insider membership are full access to the magazine’s online archives, full-text RSS feeds of all Macworld content along with a PDF archive of back issues. The archive currently dates back to January 2007 with more back issues to come. In addition, each PDF is a DRM-free file that’s completely searchable via Spotlight and compatible with the iPad.
ASBPE News Release, 7/29/10
Computerworld and SC Magazine took top honors as the 2010 winners of ASBPE’s Magazine of the Year competition. Computerworld was the winner among magazines with revenue of $2 million or more; SC Magazine won in the less than $2 million division.