NEEDS TO KNOW!
15 STATS
EVERY DIGITAL
PUBLISHER
presented by

The world of publishing has
changed. To help you navigate
these turbulent waters, we’ve
compiled 15 cold hard facts that
every publisher should know… !
!
And how these stats impact your bottom line.

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CONTENT!
1

800 magazines were
launched in the last year.!
!
1!
- Marketplace.org (American Public Media)

Seriously, there’s an audience
out there for everything.!

61% of publishers say
content marketing plays a
significant or very significant
role in their overall business
development strategies.!
- PulsePoint, 2014
2!

NATIVE ADS CAN SCALE IF
MARKETERS THINK OF
THEMSELVES AS STORYTELLERS
AND IF PUBLISHING PARTNERS
CAN EARN THEIR TRUST WITH
QUALITY EXECUTION.
“ “
- Jay Lauf, Group Publisher, The Atlantic Media Company

20% of publishers’ current
digital ad revenue comes from
content. Two years from now,
publishers project this will
jump to 50%.!
- Association of Business Information & Media Companies
3!

stand out?
How will you

Have you developed a unique approach to
planning, pricing, and measuring digital
products to help you differentiate your
publication?!
!
Most companies have not.!

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MOBILE!
2

Consumption of digital media
on mobile devices has
climbed from 18 minutes per
day in 2008 to nearly 3 hours
in 2015.!
- Mary Meeker Internet Trends 2015
4!

You may be thinking: !
That can’t be true of all websites, can it?!
What about long-form content? !
People prefer to read on desktop, don’t they?!

In fact, 39/50 news sites get
more traffic from mobile
devices than desktop
computers.!
- PEW, State of the News Media 2015
5!

THE CHANGE IN HOW
PEOPLE CONSUME
JOURNALISM HAS ALREADY
HAPPENED. OUR CHOICE
NOW IS TO ADJUST OR
WITHER.
“ “
- Chris Cillizza, Reporter, The Washington Post

Magazines saw +65.3%
growth in mobile web
audience in 2015, compared
to print and digital at +0.2%. !
- MPA Magazine Media 360
6!

What was once a
game of catching
eyes at newsstands,
is now one of
catching eyes in
news feeds. !

27% of consumers will leave a
site if it is not mobile-
optimized.!
- ExactTarget, 2014 Mobile Behavior Report
7!

Having a mobile responsive site is no
longer a luxury. !
!
It’s a necessity. !

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ADVERTISING!
3

Over 5.3 trillion display
ads were served to U.S.
users in 2013.!
- ComScore
7!

You read that right… TRILLION!
!
It would take the average person 168,062 YEARS to count that high.!

56.1% of all the impressions
served on the Google display
platforms may never actually
be seen.!
- Google, 5 Factors of Display Viewability
8!

reach
+
impressions
Yet we charge by

Average click-through rate for
banner ads is 0.1%.!
- ComScore
9!

YOU ARE MORE LIKELY TO
COMPLETE NAVY SEAL
TRAINING, THAN CLICK A
BANNER AD.
“ “
- Solve Media

a bad bet
Sounds like

Up to 50% of clicks on mobile
banner ads are accidental.!
- GoldSpot Media
10!

And the percent is probably even higher
for mobile readers, suffering from !
“fat-finger syndrome.”
!
!
(Don’t worry we think your fingers look great.)!

People who click on native ads
have a higher purchase intent
than those who click on banner
ads (52% vs. 34%).!
- MDG Advertising
11!

You mean people can actually LIKE the
ads they see?!

67% of digital magazine readers
actually want to buy directly from
magazine ads and 62% of readers
want to buy directly from articles.!
- MDG Advertising
12!

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DATA!
4

Nearly a quarter (24%) of publishers cite
limited data and/or reporting to share
with advertisers as the factor holding
them back from embracing content
marketing. !
- Pulsepoint, 2014
13!

Another 20% say their technology or
infrastructure doesn’t support high
impact native formats.!
- Pulsepoint, 2014

Not hurt you.
Technology
should help you.

Nearly 58% of publishers provide
social engagement metrics to
measure the success of content
marketing campaigns.!
- Pulsepoint, 2014
14!

“Likes” are great, but they don’t make
you money. !
!
Social engagement should be an indicator of how well you’re engaging
users, but real success should be measured in high-quality lead
generation, pipeline created, and actual advertisers sales.!

52% of marketers cite difficulties
in accurately measuring ROI as
their biggest source of
frustration in social marketing.!
- Adobe
15!

You’re not the only one out there
struggling to measure campaign
performance.!
!
New benchmarks are created each month, as publishers shift their digital
strategies to stay in-tune with their evolving reader-base.!

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DOWNLOAD THE FREE DIGITAL
PUBLISHING BENCHMARKS
REPORT NOW
To learn more, we surveyed
hundreds of publishers to gather
new industry stats. !