Magazines digitaliq2011

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This study attempts to quantify and rank the digital competence
of 87 magazine brands

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Magazines digitaliq2011

  1. 1. ® Magazines SCOTT GALLOWAY NYU Stern J U LY 2 6 , 2 0 11 A Think TAnk for DiGiTAL innOVATiOn© L2 2011 L2ThinkTank.com
  2. 2. DiGiTAL iQ Index ®: Magazines Want to know more about your brand’s ranking? COnTACT US inTRODUCTiOnOpaqueThere is no shortage of candlepower (i.e., smarts) or innovation in the magazine business. However, even withtotal advertising revenue down more than 20 percent from its pre-financial crisis peak, no company or individual has beenable to paint a cogent picture of what the industry’s next iteration will look, smell, or feel like.1 While analysts and consultants bark about the urgency to through the ether surpassed free content, and several pay walls “embrace digital,” the web efforts of many leading magazines appear to be gaining traction.4 As experimentation with digital wilt under even the most forgiving analytics. In sum, the online edition format, pricing, and subscription models continues, revenue model for magazines remains opaque. analysts at PwC express confidence that annual digital circu- lation revenues associated with magazines could grow from Broken about $4 million last year to $611 million by 2015.5 Technology did not get the memo regarding traditional me- dia’s business model. Re-targeting, coupled with a torrent of Digital iQ = Shareholder Value supply, resulted in online CPMs collapsing 30 percent in the This study attempts to quantify and rank the digital competence 12-month period ending March 2011.2 The latest beacon, the of 87 magazine brands. A close look at the relationship between iPad, has not lived up to its hype, and as of December 2010, all Digital IQ and performance reveals a link between a title’s digital magazines reporting data experienced declining digital edition competence and its advertising revenue per page. Our aim is to sales. The Huffington Post, arguably the most successful In- 3 provide a robust tool to diagnose digital strengths and weak- 1. Publishers Information Bureau (PIB), Full-Year Revenue & Pages ternet media property based on a traditional advertising model, nesses, and thereby help managers achieve greater return on Data, Updated January 10, 2011. 2. Efficient Frontier, Global Digital posted 2010 revenues of $30 million. In contrast, Google will incremental investment in digital. We hope you will reach out Marketing Performance Report, Q1 2011. register over $30 million in revenues in the next eight hours. with comments that improve our methodology, investigation, and 3. “Memo Pad: findings. You can email me at scott@stern.nyu.edu. iPad Magazine Sales Drop,” Hope John Koblin, WWD Media, December 29, 2010. Sincerely, 4. “Murdoch’s Leap Finds There is nothing wrong with the magazine industry that can’t be Converts in Cannes As Paywall Use Grows,” Matthew Campbell fixed with what’s right with the industry. Iconic brands, differenti- and Amy Thomson, Bloomberg, June 24, 2011. ated content, deep talent, and robust cash flows to fund experi- SCOTT GALLOwAY 5. Jeff Bercovici, mentation and acquisition should illuminate several paths to a “Digital Subscriptions Will Lift Founder, L2 Magazines But Not Newspapers,” brave new model. In 2011, the amount of paid content traveling Clinical Professor of Marketing, NYU Stern Forbes: Mixed Media, June 14, 2011. © L2 2011 L2ThinkTank.com 2
  3. 3. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USinTRODUCTiOn M A G A Z i n E D i G i TA L i q S C O R E v s . 2 0 1 0 A D V E R T i S i n G R E V E n U E P E R A D V E R T i S i n G PA G E 150 130 110 Digital IQ 90 70 50 30 0 $100 $200 $300 $400 $500 2010 Advertising Revenue per Advertising Page (in thousands)© L2 2011 L2ThinkTank.com 3
  4. 4. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USABOUT ThE RAnkinGS M E T h O D O LO G Y Site - 25%: C AT E G O R i E S Effectiveness of brand site. FunCTiOnALiTY & COnTenT - 75%: 140+ Genius • Technology: Load Time, Integration of Analytics & Optimization Platforms, Video Presence Digital competence is a point of • navigation & Search: User Interface, Site Search differentiation for these brands. Site • home Page: Social Media Integration, RSS Customization, Blog Presence & Implementation content is searchable, shareable, and • User Account: Signup Process, Interoperability, Account Features mobile-optimized. Social media efforts • Content: Shareability of Articles, Photos, & Videos complement wider digital strategy. • Customer Service: Subscription Promotion & Support • interactivity & innovation: Unique Tools, Web Applications, Microsites 110-139 Gifted BRAnD TRAnSLATiOn - 25%: • Aesthetics Brands are experimenting and innovat- • Messaging ing across site, mobile, and social platforms. Digital presence is consis- tent with print product. Digital Marketing - 25%: Marketing efforts, off-site brand presence, and visibility on search engines. 90-109 Average • Search: Traffic, SEM, SEO, Web Authority • Email: Frequency, Content, Social Media Integration, Promotion Digital presence is functional yet • innovation: Recent Brand Initiatives, Presence on Tumblr predictable. Social media efforts are • Blog Presence: Mentions, Sentiment siloed across platforms. Social Media - 25%: 70-89 Challenged Brand presence, community size, content, and influence on major social media platforms. Inconsistent adoption of mobile and • Facebook: Likes, Growth, Post Frequency, Applications, Responsiveness, Content social media platforms. Site lacks • Twitter: Followers, Growth, Tweet Frequency, Online Voice inspiration. • YouTube: Views, Number of Uploads, Subscriber Growth, Content <70 Feeble Mobile - 25%: Investment does not match opportunity. Compatibility and marketing on smartphones and other mobile devices. • Mobile Site: Compatibility, Functionality, Ability to Transact • iOS: Availability, Popularity, Functionality, iPad Differentiation • Other Platforms: Availability, Popularity, Functionality • innovation: SMS, Geolocal, Recent Brand Initiatives© L2 2011 L2ThinkTank.com 4
  5. 5. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USD i G i TA L i q R A n k i n G Auto Business Entertainment Family Fashion Cooking, Food, Health Home Lifestyle Men’s News Science Sports Women’s & Cycles & Finance & TV & Style & Beverage & Fitness & Gardening & Politics & Nature & Recreation Rank Brand Parent Category Digital iQ Class Description 1 TiMe Time inc. news & Politics 140 Genius Strong presence across nearly every platform; inspiring Accessible on nearly any screen; launched voting last fall for 2010 Sexiest Man 2 PeOPLe Time inc. entertainment & TV 136 Gifted Alive on Facebook 3 SeLF Condé nast Health & Fitness 134 Gifted Seamless integration of print and Facebook content 4 Men’S HeALTH Rodale Health & Fitness 131 Gifted Cross-platform Workouts are intense 4 SPORTS iLLuSTRATeD Time inc. Sports & Recreation 131 Gifted A breadth of web content, solid mobile offering, and halo effect from CNN’s Sports tab new York Media 6 neW YORK MAGAzine Lifestyle 129 Gifted Culture Vulture and Shop-A-Matic sub-brands are standouts Holdings 7 GQ Condé nast Men’s 128 Gifted Sharp customer service and irreverent Twitter handle 8 GLAMOuR Condé nast Fashion & Style 127 Gifted Impressive social media properties and blogs make fashion accessible YouTube promotion to launch fall TV lineup and partnership with check-in upstart 9 enTeRTAinMenT WeeKLY Time inc. entertainment & TV 126 Gifted GetGlue entertain Digital marketing innovator; turned users into stars in first global digital campaign 10 COSMOPOLiTAn Hearst Women’s 125 Gifted live in Times Square The economist 11 THe eCOnOMiST news & Politics 124 Gifted Smashing infographics and adroit YouTube videos Group national Geographic 12 nATiOnAL GeOGRAPHiC Science & nature 123 Gifted YouTube channel boasts nearly 600 million upload views Society 12 neW YORKeR Condé nast news & Politics 123 Gifted Impressive issue archive and narrated slide shows© L2 2011 L2ThinkTank.com 5
  6. 6. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USD i G i TA L i q R A n k i n G Auto Business Entertainment Family Fashion Cooking, Food, Health Home Lifestyle Men’s News Science Sports Women’s & Cycles & Finance & TV & Style & Beverage & Fitness & Gardening & Politics & Nature & Recreation Rank Brand Parent Category Digital iQ Class Description 12 RunneR’S WORLD Rodale Health & Fitness 123 Gifted Social media marathoner 74 percent Facebook fan growth during TV farewell demonstrates power 15 O, THe OPRAH MAGAzine Hearst Women’s 121 Gifted of integrated platforms 16 SeVenTeen Hearst Women’s 120 Gifted Social (media) butterfly; Mstylelab showcases digital efforts with leading retailers 16 WiReD Condé nast Science & nature 120 Gifted iPad pioneer underwhelms with otherwise analog showing Debonair mobile site and clever viral video divert attention from a disheveled 18 eSQuiRe Hearst Men’s 119 Gifted Facebook page 19 Teen VOGue Condé nast Women’s 118 Gifted Stellar Twitter handle and Fashion Click blog 20 eLLe Hachette Filipacchi Fashion & Style 117 Gifted Impressive YouTube and Twitter properties 20 FORBeS Forbes Business & Finance 117 Gifted A rich site 20 inSTYLe Time inc. Fashion & Style 117 Gifted A sleek Facebook page and StyleFind e-commerce BeTTeR HOMeS AnD 23 Meredith Home & Gardening 115 Gifted Mobile site and how-to tools bloom GARDenS American express Cooking, Food, 23 FOOD & Wine 115 Gifted Smooth digital presence overpowers an undercooked mobile site Publishing & Beverage Scores with Fans’ Choice 2011, an online bracket where Facebook fans select 25 GOLF DiGeST Condé nast Sports & Recreation 114 Gifted America’s greatest public golf course 26 FiTneSS Meredith Health & Fitness 113 Gifted Strong mobile site and apps© L2 2011 L2ThinkTank.com 6
  7. 7. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USD i G i TA L i q R A n k i n G Auto Business Entertainment Family Fashion Cooking, Food, Health Home Lifestyle Men’s News Science Sports Women’s & Cycles & Finance & TV & Style & Beverage & Fitness & Gardening & Politics & Nature & Recreation Rank Brand Parent Category Digital iQ Class Description 26 PARenTS Meredith Family 113 Gifted Facebook fans thicker than water 26 VOGue Condé nast Fashion & Style 113 Gifted At times geek can be chic, and at others it’s passé to be gifted 29 MARie CLAiRe Hearst Fashion & Style 112 Gifted iPad e-commerce standout FOOD neTWORK Cooking, Food, 30 Hearst 111 Gifted Foursquare and Facebook Places check-in campaigns offer unique flavor MAGAzine & Beverage Faces of 5F Facebook/Tumblr collaboration with Bergdorf Goodman shows 30 LuCKY Condé nast Fashion & Style 111 Gifted social prowess 30 PLAYBOY Playboy enterprises Men’s 111 Gifted Nearly six million Facebook fans Tempting site and QR-code giveaways, but bookmarking can’t possibly 33 ALLuRe Condé nast Fashion & Style 110 Gifted be Reader’s Choice 34 ReAL SiMPLe Time inc. Lifestyle 109 Average Simply average Site has good cadence, but other digital properties lack rhythm; turned over cover 34 ROLLinG STOne Wenner Media entertainment & TV 109 Average choice for August 18, 2011 issue to site users 34 uS WeeKLY Wenner Media entertainment & TV 109 Average Robust mobile site Source interlink 37 MOTOR TRenD Auto & Cycles 108 Average Apps and mobile site are head-turners, but site is middle of the road Media The newsweek Daily 37 neWSWeeK news & Politics 108 Average Daily Beast integration is a disappointment Beast Company 37 WOMen’S HeALTH Rodale Health & Fitness 108 Average Apps and Twitter look good, but YouTube absence damages overall physique© L2 2011 L2ThinkTank.com 7
  8. 8. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USD i G i TA L i q R A n k i n G Auto Business Entertainment Family Fashion Cooking, Food, Health Home Lifestyle Men’s News Science Sports Women’s & Cycles & Finance & TV & Style & Beverage & Fitness & Gardening & Politics & Nature & Recreation Rank Brand Parent Category Digital iQ Class Description 40 FAST COMPAnY Mansueto Ventures Business & Finance 106 Average High octane iPad app, sluggish Facebook page BLOOMBeRG 41 Bloomberg Business & Finance 105 Average iPad app is a victory; Business Exchange attempts micro-social effort BuSineSSWeeK 41 VAniTY FAiR Condé nast Lifestyle 105 Average VF Agenda microsite attempts to add spark to otherwise stale site 43 CAR AnD DRiVeR Hachette Filipacchi Auto & Cycles 104 Average Mobile site has more horsepower than full-sized web presence MARTHA STeWART Martha Stewart Rich site and multiple apps—but brand can’t replicate namesake’s success 43 Home & Gardening 104 Average LiVinG Living Omnimedia on Twitter 45 eSSenCe Time inc. Women’s 99 Average Recent site redesign works 45 POPuLAR SCienCe Bonnier Science & nature 99 Average iPad early adopter has made 139 years of the publication available via Google Books Cooking, Food, Android/iOS ebooks and Foursquare presence satisfy, but leaves us craving mobile 47 BOn APPÉTiT Condé nast 98 Average & Beverage apps for the main course 48 BRiDeS Condé nast Women’s 97 Average Best-in-class site and efforts on other platforms need to tie the knot Fortune trumps sister brand Money, but both are hindered by slow consolidation 48 FORTune Time inc. Business & Finance 97 Average under CNNMoney umbrella 48 MAXiM Alpha Media Group Men’s 97 Average Social media that proves sexier than aging site 51 SHAPe American Media Health & Fitness 95 Average Vigorous social media and innovative mobile apps, but a weak site Mentions of ETSY designers aim to be hip, but brand can’t pull away from Hearst 52 COunTRY LiVinG Hearst Home & Gardening 93 Average boilerplate© L2 2011 L2ThinkTank.com 8
  9. 9. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USD i G i TA L i q R A n k i n G Auto Business Entertainment Family Fashion Cooking, Food, Health Home Lifestyle Men’s News Science Sports Women’s & Cycles & Finance & TV & Style & Beverage & Fitness & Gardening & Politics & Nature & Recreation Rank Brand Parent Category Digital iQ Class Description entrepreneur 52 enTRePReneuR Business & Finance 93 Average Needs to take more risks Media inc. 52 GOLF MAGAzine Time inc. Sports & Recreation 93 Average Will Ferrell promo helps users select their Celebrity Fab Foursome on Facebook 52 GOOD HOuSeKeePinG Hearst Home & Gardening 93 Average @Home app provides DIY resource to complement print content 52 POPuLAR MeCHAniCS Hearst Science & nature 93 Average In-app subscription functionality is a start 57 ReDBOOK Hearst Women’s 92 Average Impressive mobile site, but main site is still underwhelming 57 W Condé nast Fashion & Style 92 Average Why no apps? 59 WOMAn’S DAY Hachette Filipacchi Women’s 91 Average Live well every day… by engaging more with your Twitter followers 60 HOuSe BeAuTiFuL Hearst Home & Gardening 89 Challenged House Beautiful PaintBrush begins to showcase digital DIY Cooking, Food, 61 COOKinG LiGHT Time inc. 88 Challenged Hungry for more mobile investment & Beverage 61 HARPeR’S BAzAAR Hearst Fashion & Style 88 Challenged Unremarkable 61 PARenTinG Bonnier Family 88 Challenged Functional website is the glue holding together otherwise dysfunctional digital presence Reader’s Digest 64 ReADeR’S DiGeST Lifestyle 87 Challenged 100 Towns in 100 Days YouTube tour proved hard to sustain; acquisition rumors persist Association 64 ROAD & TRACK Hachette Filipacchi Auto & Cycles 87 Challenged Good-looking site, but not much under the hood© L2 2011 L2ThinkTank.com 9
  10. 10. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USD i G i TA L i q R A n k i n G Auto Business Entertainment Family Fashion Cooking, Food, Health Home Lifestyle Men’s News Science Sports Women’s & Cycles & Finance & TV & Style & Beverage & Fitness & Gardening & Politics & Nature & Recreation Rank Brand Parent Category Digital iQ Class Description 66 COnDÉ nAST TRAVeLeR Condé nast Lifestyle 85 Challenged Integration with Concierge.com is confusing and dilutive 66 PReVenTiOn Rodale Health & Fitness 85 Challenged Sclerotic site navigation 68 FAMiLY CiRCLe Meredith Family 84 Challenged Momster social network partnership should just move to Facebook 69 FieLD & STReAM Bonnier Sports & Recreation 83 Challenged There’s plenty of game left on other platforms 69 MORe Meredith Womens 83 Challenged More mobile please 71 MOneY Time inc. Business & Finance 82 Challenged In recession 71 SOuTHeRn LiVinG Time inc. Home & Gardening 82 Challenged They don’t use mobile phones in the South? 73 ARCHiTeCTuRAL DiGeST Condé nast Home & Gardening 81 Challenged Impressive aesthetics should reach across multiple platforms eVeRY DAY Reader’s Digest Cooking, Food, 73 81 Challenged Mobile campaigns for a magazine with no mobile site? WiTH RACHAeL RAY Association & Beverage American express 73 TRAVeL+LeiSuRe Lifestyle 81 Challenged Digital has never been abroad Publishing Smithsonian 76 SMiTHSOniAn Science & nature 79 Challenged Museum-quality mobile site can’t make up for underwhelming social media institution 77 eSPn THe MAGAzine Walt Disney/Hearst Sports & Recreation 78 Challenged No dedicated URL (anymore), that’s gotta hurt… 77 HeALTH Time inc. Health & Fitness 78 Challenged Infirmed© L2 2011 L2ThinkTank.com 10
  11. 11. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USD i G i TA L i q R A n k i n G Auto Business Entertainment Family Fashion Cooking, Food, Health Home Lifestyle Men’s News Science Sports Women’s & Cycles & Finance & TV & Style & Beverage & Fitness & Gardening & Politics & Nature & Recreation Rank Brand Parent Category Digital iQ Class Description Dow Jones & 79 SMARTMOneY Business & Finance 77 Challenged Answer Engine registers, but no mobile presence Company inc. 80 LADieS’ HOMe JOuRnAL Meredith Women’s 75 Challenged Dear Journal: Create a mobile site and/or apps 81 TRADiTiOnAL HOMe Meredith Home & Gardening 69 Feeble Uploaded ad images are not traditional, just outdated 82 MuSCLeS & FiTneSS American Media Health & Fitness 64 Feeble Ninety-pound weakling Designer Registry mentions drive Facebook wall conversation away from core 83 eLLe DeCOR Hachette Filipacchi Home & Gardening 59 Feeble readership 84 STAR American Media entertainment & TV 55 Feeble The last to know 85 Men’S JOuRnAL Wenner Media Men’s 52 Feeble No daily blog and spotty incorporation of video content 86 TOWn & COunTRY Hearst Lifestyle 43 Feeble Is anyone home? 87 in TOuCH WeeKLY Bauer Publishing entertainment & TV 32 Feeble A lot of opportunity to improve© L2 2011 L2ThinkTank.com 11
  12. 12. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USkEY FinDinGS D i G i TA L i q D i S P E R S i O n % of Brands per Digital iq ClassMany Are Gifted, TIMEBut Only One is ... GeniuS GeniuS DiGiTAL iQ People Wired Self Esquire 1% >140The distribution of brands per Digital IQ class is heavily skewed Men’s Health Teen Voguetowards the Gifted classification. Less than one-third of brands GiFTeD Sports ELLEsurveyed were categorized as Challenged or Feeble, high- Illustrated Forbes New Yorklighting adoption of digital best practices across the sample. Magazine InStyle Better HomesHowever, only one Genius brand emerged from this study: GQ and GardensTIME Magazine. Glamour Food & Wine Entertainment 37% Golf Digest Weekly DiGiTAL iQAlthough most brands achieve adequate digital competence, Fitness Cosmopolitan 110-139few invest in additional tools and features that could distinguish Parents The Economist Voguethem from a crowd of above-average performers. National Geographic Marie Claire Real Simple Bon Appétit New Yorker Food NetworkMagazines that appear poised to enter the Genius class Magazine Rolling Stone Brides Runner’s Worldshare two features: O, The Oprah Lucky AVeRAGe Us Weekly Fortune Playboy Motor Trend Maxim Magazine 1. Allure Newsweek Shape Seventeen Balanced, sustained investment across social Women’s Health Country Living media platforms. DiGiTAL iQ Fast Company Entrepreneur 30% Bloomberg Golf Magazine 90-109 Businessweek 2. Good Vanity Fair Housekeeping Recognition that a successful mobile strategy Car and Driver Popular extends beyond the iOS platform. Martha Stewart Mechanics Living Redbook House Beautiful Southern Living Essence W Cooking Light Architectural Harper’s Bazaar Digest CHALLenGeD Popular Science Woman’s Day Parenting Every Day with Rachel Ray Reader’s Digest Travel+Leisure Road & Track Smithsonian DiGiTAL iQ Condé Nast 24% Traveler ESPN 70-89 The Magazine Prevention Health Family Circle Smart Money Traditional Men’s Journal Field & Stream Home Ladies’ Home Town & More Journal Muscles & Country Money FeeBLe Fitness In Touch DiGiTAL iQ ELLE DECOR Weekly 8% <70 Star© L2 2011 L2ThinkTank.com 12
  13. 13. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USkEY FinDinGS A TIMe -ly Victory Lightbox: Despite its demonstrable success, TIME is not afraid to innovate— it recently launched a best-in-class photo blog in March. Diverse investment Across Mobile Platforms: TIME is one of a handful of publications that develops across nearly every platform, including Android, iPad, iPhone, BlackBerry, Nook, and Kindle. well-Managed Digital TIME Mobile App: Footprint: One of the rare mobile offerings that One-stop access to TIME’s brings Facebook and Twitter buttons into expanded digital footprint. the app. Proves distinct from both mobi- lize-optimized site and tablet offerings.© L2 2011 L2ThinkTank.com 13
  14. 14. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USkEY FinDinGS A TIMe -ly Victory (continued) Allie Townsend: TIME gives personality to its @TIME Twitter account by hand- ing over the reins to the brand’s Facebook Page: resident geek. Dedicated Twitter tab, integrated video library, and direct subscription signup—all implemented without redirects. never Pay Twice for the Same Content: Adopted “All Access” sub- scription plan on July 19, The Page iPad App: granting current print sub- Instead of introducing feature creep into the well conceived iPad edition of scribers unrestricted use the magazine, TIME has begun to create complementary tablet apps that of the title’s content across feature separate content driven by its commentators and analysts. ALL its digital versions.© L2 2011 L2ThinkTank.com 14
  15. 15. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USkEY FinDinGSSize MattersIn aggregate, brands that belong to a larger parent companyperform better than those associated with a smaller publica-tion house or independent venture. Companies that manageten or more brands register an average Digital IQ 11 percenthigher than their smaller counterparts. The one exception,Rodale, which garnered the highest organizational IQ at 112,has tapped into a Health & Fitness category-specific formulathat translates across its four titles. Condé Nast nabbed the topspot of the large conglomerates, registering an average DigitalIQ of 110 across the 16 magazines scored.The higher Digital IQ scores associated with larger companiessuggest these organizations have leveraged economies ofscale—employing common site templates and mobile apparchitecture across their titles.The five Hachette Filipacchi brands (ELLE, ELLE DECOR,Car and Driver, Road & Track, and Woman’s Day) performbelow those of Hearst, which completed its acquisition of thecompany on May 31. This merger will provide a valuable casestudy for the export and/or exchange of digital best practices. As a group, hearst magazine brands outperform hachette Filipacchi Media brands online. Three of these five titles stand to gain from their new parent company’s digital best practices.© L2 2011 L2ThinkTank.com 15
  16. 16. DiGiTAL iQ Index ®: Magazines Want to know more about your brand’s ranking? COnTACT US kEY FinDinGS Auto Business Entertainment Family Fashion Cooking, Food, Health Home Lifestyle Men’s News Science Sports Women’s & Cycles & Finance & TV & Style & Beverage & Fitness & Gardening & Politics & Nature & Recreation A V E R A G E D i G i TA L i q BY PA R E n T C O M PA n Y Organizations with More than One Brand in the index170 Genius Disparity140 Disparity 62 Disparity 53 46 Disparity 82 Gifted Disparity Disparity 34 Disparity 58 46 Disparity110 AVG IQ 112 AVG IQ 57 110 AVG IQ Disparity 106 16 Average AVG IQ Disparity 100 AVG IQ 98 AVG IQ 40 Disparity 93 AVG IQ90 92 AVG IQ 90 AVG IQ 90 6 Challenged AVG IQ 84 AVG IQ70 71 Feeble30 n= ale 16 t 13 . 13 t hi s n= ith n= chi n= i e r n= dia n= i o n t n= dia n= Inc n= as n= ars at s is es ci ige 4 7 5 3 3 3 n= ng ed nn ac N d e e bl pr He Ro rM M e 2 so D er 2 Bo é lip Pu n Ex m nd an As r ’s M Ti ne Fi Co ic e a en te ad ic er et W er Am Re ch Am Ha © L2 2011 L2ThinkTank.com 16
  17. 17. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USkEY FinDinGS T O P E i G h T R E F E R R A L & D E S T i n AT i O n S i T E S FOR MAGAZinE BRAnDS Upstream and Downstream Traffic to and from Social Media SitesButton vs. FeatureEnsuring content is distributed across social networks is critical Upstream Traffic Downstream Traffic To Brand Site From Brand Sitefor brands seeking to enhance referral traffic. However, therelative gains from implementing additional sharing features 100% 99% 99%beyond the dominant platforms is modest. = FACEBOOKWhy? First, upstream traffic from social media sites is over- = TWITTERwhelmingly driven by Facebook, which represents more than = YOUTUBE15 percent of such traffic across the top eight referral sites (and = SOCIAL BOOKMARKING 80%three fourths of the upstream traffic originating from social me-dia sites). Second, our data demonstrates no detrimental effecton annual traffic growth when brands exclude additional socialbookmarking buttons, despite recent reports that Stumble- 62%Upon is becoming a major driver of upstream traffic across all 60%industries.6 51% 52%Instead, basic improvements to the accessibility, diversity, andinteractivity of content, as well as the incentives provided torecurring site visitors (or lack thereof) appear to have the most 40%demonstrable impact on traffic. 32% 20% 15% 16% 14% 14% 3% 3% 2% 1% 1% 1% 0% % of Brands % of Upstream Traffic % of Brands % of Downstream Traffic for whom the following to brand sites for whom the following from brand sites are a top eight source originating from the are a top eight source to the following6. “StumbleUpon sends more traffic to US websites than Facebook,” Colleen Taylor, GigaOM, July 5, 2011. of upstream traffic following sources of downstream traffic destinations© L2 2011 L2ThinkTank.com 17
  18. 18. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USkEY FinDinGS SiTE COnTEnT & TOOLS i M PA C T O F S i T E C O n T E n T & T O O L S O n T R A F F i C G R O w T h % of Brands with and without the Following Features: % Year-on-Year Growth for Brand Sites with and without the Following Features: 34% = WITH Content: 8% 92% = WITHOUT Video = WITH = WITHOUT 15% 85% Comments Increasing 16% 84% 13% Brand/Editor Blogs 59% 41% 6% 5% 4% Interactive Polls & Quizzes 1% 0% 84% 16% 0% Traffic Growth Sweepstakes & Giveaways Video Commenting Original Blog Interactive Sweepstakes on Content Content Polls & Quizzes & Giveaways Tools: 3% 97% 0% Facebook Open Graph = WITH -4% -3% = WITHOUT 10% 90% Twitter Decreasing 38% 62% Sharing Widget (e.g., ShareThis) 60% 40% Social Bookmarking -27%© L2 2011 L2ThinkTank.com 18
  19. 19. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USkEY FinDinGSBlog DiversityBlogs are becoming a standard feature of magazine sites as i M PA C T O F B LO G i M P L E M E n TAT i O n O n T R A F F i C G R O w T hreaders demand original content between print cycles. Eighty- % Year-on-Year Growth for Brand Sitesfour percent of the brands in the Index maintain at least one with and without the Following Features:blog. However, unlike other site features that demonstrate ahigh degree of conformity across the industry (e.g., subscrip- = WITHtion sign-up), blog implementation is diverse. = WITHOUT 18%Only 70 percent of the brands with a blog integrate content onthe home page. This figure is surprising low as blogs typicallygenerate some of the timeliest content and provide some of Increasingthe best opportunities for community engagement. More than90 percent of brands that maintain a blog allow users to submit 8%comments in response to a post. On average, users spend 30 5% 5%percent more time on sites that allow commenting. 0% 0% Traffic Growth Blog Content Blog Permits Blog Promotes Blog Permits Viewable on User Comments Author of Post User Comments Home Page (Follow, Contact, etc.) Without Sign-in 0% -1% -4% Decreasing -15% New York Magazine’s home Page integrated feeds from Vulture, its popular culture blog, as well as foodie-based Grub Street and fashion-oriented The Cut© L2 2011 L2ThinkTank.com 19
  20. 20. DiGiTAL iQ Index ®:Magazines Want to know more about your brand’s ranking? COnTACT USkEY FinDinGSFacebook: The new OSAll 87 brands in the Index are present on Facebook. The average M A G A Z i n E S U B S C R i P T i O n i n T E G R AT i O n O n FA C E B O O kmagazine has 250,000 “likes” and posts 26 times per week. The % of Brand Facebook Pages with and without the Following Features:most active post upwards of 10 times per day. Both Family andHealth & Fitness brands tend to perform better on Facebook, pro-viding a diverse mix of wall content, including tips-of-the-day, recom- = WITHmended workout routines, daily recipes, and community questions. = WITHOUTPlayboy leads the Facebook arms race, focusing on brandedand co-branded content exclusives delivered by rich media,interactive applications, and custom social media integration. O, 49%The Oprah Magazine leads all titles in Facebook growth, utilizingcompetitions and event promotion offers coinciding with the final 51%episode of The Oprah Winfrey Show in May to grow its page 74percent during the data collection period.More than 38 percent of all online referral traffic now originatesfrom Facebook, and 49 percent of brands in the Index registerFacebook as their number two source of upstream traffic (after Subscription Offer Link (Any Link in Any Tab)Google).7 Publishers have been using the platform to grow brandawareness and drive traffic, but most have neglected to leveragetheir page to drive subscription services.Today, nearly a quarter of new magazine subscriptions are se- 68% 8%cured through Internet promotions.8 Although 100 percent of thebrands in the Index maintain a link to a subscription page on theirhome page, only 49 percent of the brands provide such a link 92%on their Facebook page and just 32 percent provide a dedicated 32%Facebook tab outlining the current subscription offer. Only sevenbrands maintain a Facebook app that allows visitors to sign upfor a subscription without leaving the Facebook domain (i.e.,F-commerce). Dedicated Subscribe Tab F-Commerce Subscription Signup7. “ShareThis Study: Facebook Accounts for 38 Percent of Sharing Traffic on the Web,” Erick Schonfeld, TechCrunch, June 6, 2011.8. Association of Magazine Media (MPA), Internet Subscription Survey, 2010.© L2 2011 L2ThinkTank.com 20

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