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How Magazines “Propose” Greater Involvement With Their Readers
- 1. Customer Engagement Falling in Love with Magazine Brands MMPA Summit 4-17-2014 Aileen Hough & Rebecca Sterner
- 2. TERMS?
- 3. Typical Publisher Offerings • Robust Websites • E-newsletters • Digital Editions • Events • Ancillary Products • Social Media
- 4. Powder and Bulk Engineering We appreciate the many opportunities offered by the suite of PBE products. Your products offer great exposure for us while delivering great content for your readers. It’s why you stay in a leadership position. Terry Shaw, Dir Mkt, Acrison
- 5. From HGTV Magazine ―I am a big fan of Vern Yip‘s style, so when I saw the striped walls in his son‘s room in your May issue, I knew I had to try that look in my 3-year- old‘s room. I used two shades of paint from Behr … I love the way it came out!‖ [with photo]
- 6. Customer Engagement • Subscriptions purchased or requested • Number of renewals or re-qualifications • E-newsletter sign-ups • Website visits • Products purchased • Events attended (live, webinar, podcasts, etc.) • Surveys & demographic info • Etc.
- 7. Measuring Engagement— Print Magazines • More than 80% of our readers discuss articles in Air Pollution Control with others at their company. • More than half our readers save their magazine for future reference. • Almost 70% of APC readers sought more information about an article from the author or participating company. Source: Readex Research Study
- 8. Website engagement Length of time on site (duration) Pages viewed per visit Return visits Sharing of content Registered content
- 9. Web Engagement Example • Top 10 Landing Pages • How are internal programs being perceived? • Value of partner programs
- 10. Revenue vs. Engagement— PAID Model Buying your magazine means I like (or need) your magazine!
- 11. Increased engagement = > $ • Higher renewal rates • More responses to ads • More word of mouth, gift subscriptions, etc. • Can mean higher circulation or lower need to invest in new subscription promotions • New products to sell • Higher prices • Others?
- 12. Increased Engagement— Controlled Model Engagement means I buy the products that are advertised in your magazine.
- 13. Revenue vs. engagement Controlled publications rely on advertiser, sponsor and reader investments. It‘s just a different way of looking at the bottom line. Content is key- how can I benefit? Partners add value to the relationship. Readers often bring new ideas to the table, sometimes from problems they face. Successful engagement has to invite everyone to the party.
- 14. Strength brand between issues Added sponsor/sales opportunity More editorial coverage for partners More subscriber benefits to offer Cut costs on partner commitments
- 17. Powder Coating • Build on your strengths Q&A column • Support natural interest and engagement Pretreatment • Encourage two-way dialogue and it may take you to places you never planned on
- 18. Q&A Questions and answers about any phase of your powder coating operation. Powder Coatings Clinic Got a question about the physical properties or performance characteristics of a powder coating? Pretreatment Problem Solver If you have a problem with cleaning, rinsing, conversion coating, or drying parts before powder application, our Pretreatment Problem Solver columnist can help you solve it. Tip Us Off! Tip us off about how you or coworkers improved your powder coating operation or solved a recurrent problem. Coater’s Corner Are you a seasoned powder coater who would like to share information with our readers? UV Powder Coating Roundup Does ultraviolet (UV) powder coating intrigue you, but you don’t know where to go to get answers to your questions about the technology? IR Curing Shoptalk Questions and answers about any phase of infrared (IR) curing. Powder Coating website: Problem-Solving
- 19. Tablets & Capsules • Added, focused advertising opportunity. • Editors have room for more in-depth content. • CAD has another benefit for subscribers. • Revenue from after- issue sales in bookstore with long shelf life info.
- 20. Esquire Magazine Customer Engagement Tactics
- 28. Examples from smaller titles Birdwatcher‘s Digest
- 31. Don‘t Lose Focus • It's too easy to get caught up in all the cool things you can do creatively, and loose track of brand image. So, it gets down to fundamentals. We provide step-by-step information in a friendly manner. So whether it's a magazine article, a TV program, an email tip, a blog, a video, or a retail sales experience, it has to do that. Don Peschke, August Home
- 32. Woodsmith – August Home • Magazine • Woodsmith.com • Shopnotes Magazine • Woodsmith Shop TV • Woodsmith Books • Woodsmith E-Tips
- 33. We‘re a small company but we try to think big. • Media companies need to think in terms of three major platforms: print (magazines, SIP's, books), digital (websites, email, social) and TV (both broadcast and webcast).
- 34. We have seen the most success with one of our brands, Woodsmith, that has all three platforms. It started as a magazine (albeit with no advertising). Next, it added SIP's and books.
- 35. Then it transitioned to email and the web selling "disaggregated" content. And finally, it expanded even more through a national TV.
- 36. It works because we've maintained the brand image across all three platforms. So, we're able to attract new customers in one area (TV, for example) and convert them to web (email) and print (magazine) very quickly.
- 40. Case Study: Art Museums • Minneapolis Institute of Arts: Bike Night, ―Artisanal‖ Coffee Shop, Kids‘ Café, concerts • Portland Art Museum: Wedding Receptions • Walker Art Center: Cat Videos, Rock the Garden, Sculpture Garden Mini-Golf • Free outdoor films, date nights, family art- creation events
- 41. ―The end game is to develop a public that says. ‗Oh, I‘ve never heard of Artist X, but I don‘t care because everything the MIA does is spectacular.‖ Matthew Welch, MIA
- 42. ―It‘s important that people experience the museum as they want, not as we see them.‖ Kristin Prestegaard MIA Chief Engagement Officer
- 43. Guaranteed Engagement CC + CF = Engagement
- 45. CF = Delivered in a convenient, usable format
- 46. Break out of the Periodical Mentality • Think content, not ―issues‖ • Reorganize, re-purpose • What do people need while mobile? • Problem-solving edit, not ―reading‖ ―Dis-aggregated content‖
- 48. Publishers product content that is ideal for apps
- 50. Compelling content? Find it & BLOW IT UP!
- 57. Questions?
- 58. Your Speakers Aileen Hough VP Audience Development CSC Publishing Inc. 1155 Northland Dr. St Paul, MN 55120 651-287-5617 direct 651-287-5666 fax ahough@cscpub.com Rebecca Sterner MagazinePublishing Consultant 11560 195th St. W. Lakeville, MN 55044 952-469-3450 RebeccaSterner.com R@RebeccaSterner.com
Editor's Notes
- We’re going to “lift the veil” on how publishers and other organizations are making their customers love their magazines. And that’s what engagement is all about. It’s not about websites or digital editions. It’s about finding what your customers love about your magazine and giving them more of it. It’s about building stronger relationships with your customers.Sometimes digital tools help you do that better.
- What is engagement and how is it measured? The word engagement is thrown around all the time.Sometimes you’ll hear about web engagement or advertisers who will pay more for engaged customers.For this presentation, we will try to be clear about terms whenever we throw them out. But please stop us to ask if we are not clear.Engagement can mean many things – how are people responding to ads? Websites? Other offerings?Can also mean how are they engaged with editorial. More on that later.
- Publishers create content in many formsNow they can dig deeper to see how people are using these products – and that can inform them about the acceptance of existing products and give ideas for new productsWhile we haven’t found overwhelming success in selling existing products on social sites, we have to admit they have inspired publishers to test new ideas, get ideas from customers, and get lots of feedback about products and services—all very valuable.
- Partner Programs are a big focus for CSC. Why engagement is a three way street.
- Proof that paid magazines can do the same. Are your magazines getting letters like this? Can you imagine how easy it is to get Behr to advertise in HGTV? Home Depot (they carry that brand)?We’ve got a strong television network brand working here in conjunction with a magazine.
- So how do publishers measure how well their products are doing?Here are some measures to prove how engaged customers/readers areEach organization needs to develop their own benchmarks to measure engagement – and to figure out what to do once they measure it! We’ll give some examples during this presentation so you can see what others are doing.If you are in audience development, you should be producing reports for your own benchmarks to track engagement over time and find ways to move the numbers in the right direction.
- Here is an example of how we track some of these engagement numbers. There are other ways to gauge engagement with the product. Publisher often use research to uncover how readers are using the magazine.
- All of the things publishers offer can have their own set of engagement measurements. Here are some typical ones for websites – we could do similar lists for all the things publishers offer.Advertisers are more interested in paying for prospects who are more “engaged”NOTES TO AILEEN:I HAD LENGTH OF VISIT – SAME AS YOUR DURATION, I THINK. YOU MENTIONED PAGES PER VISIT AND I HAD PAGES VIEWED SO COMBINED THEM INTO ONE TERMWHILE I THINK REFERRING SITES AND SEARCH TERMS ARE GOOD TO LOOK AT FOR WEB STRATEGY, NOT SURE THEY ARE RELEVANT TO MEASURING ENGAGEMENTSo there are lots of places in publishing where “engagement” is used
- Aileen’s slide
- Each organization needs to find their own benchmarks.
- Aileen
- Aileen
- Aileen. We’ll introduce some case studies to show you how creative publishers can be.By CAD working with other departments, we created a newsletter that benefited CAD, Editors, Sponsors/Partners and Sales areas and solved everyone’s challenges within one product.
- Aileen. Custom postcard messages increased conversion of free sample subscription by over 10%. More communication grows understanding of brand and value to their job.
- Aileen. Speak to the use of e-newsletters to attendees as well as exhibitors. This is a direct extension of CSC’s core principle of connecting our readers, visitors and attendees with our advertisers and sponsors.
- Aileen. Don’t feel like you have to always be the engagement driver. Our Q&A column was popular. More questions than we had room for, led to a e-newsletter version, which led to an enhanced submission process for a number of focus areas. Win-win for readers, sponsors and a feature our readers love.
- Aileen. This is what one Q&A feature has grown into on our website.
- Aileen. Speakto DTRs and what they have brought to the table.
- Esquire has a television network—partnership with NBC. Ran an interesting story on these extremely competitive football leagues for 9-10 year olds.Same content distributed online, and ran as a story in the magazine. All support the other – article mentions the television show and talks about how it was produced, website gives clips, etc. Web visitors are drawn to television, article readers drawn to television, television watchers drawn to website or magazine.Delivering content in the way that makes sense to the consumer, exploiting each medium to the fullest, but integrating all of them
- Beatles events – 4 – where advertisers and agency folks concentrate. Readers, advertisers, sponsors all win. Event that combines sponsors, music info with Beatles expert, and readers
- Style blog – link to buy immediatelyGiving customers the information they want when they want it.
- Subscriptions in digital formats
- Content wherever YOU want it. In the format they want.
- Weekly e-newsletters exclusively to digital subscribersThis appealed to me in late February when I put this together.
- Men’s Health old = repurposes editNow – all content pushed to medium that makes the most senseMen’s Health has 10 e-newsletters – Belly Off, Eat This, Not That8 networks – urbanathlon and college guysAnd services ranging from personal trianign and online diets
- We’re not all Hearst. What larger publishers can do often seems out of reach. But smaller titles have some advantages – they’re closer to their readers and advertisers, the editors are often passionate about the same things their readers are, and they don’t have as many corporate layers to get through to launch a new idea.
- Here’s a non-digital idea that has stood the test of time.Sell cover art – every cover based on a commissioned painting – prints are sold
- Reader RendezvousGot $10,000 in sponsorshipHad 23 paid attendees in first event, which covered their costs – was during the horrible blizzard weekendExpect 40 or so at each
- Remember “disaggregated” we’ll revisit
- Woodworking Kits -- plans, hardware, some of the pieces, like spindles = $69.95 for cherry cradlePlans go for $9.95, or on sale for $5.95. Free plan in every issue – these cost more than a single copy.They sell routers, bits, binders for back issues, etc. No t-shirts, tote bags, etc.
- This might sound familiar. Art organizations are challenged with these trends: Older audiences, not as much engagement from younger audiences. Harder to get people to sign up or renew.Not as many young people who value traditional art museums. So how have they responded, how have they made current and new audiences fall in love with them?
- There is a guaranteed formula to gain reader engagement with your products. It’s not complicated, but it is difficult.
- Aileen – Add your bits anywhere you think they fit
- Convenient format– this does not mean digital, but digital has allowed publishers to deliver content in all sorts of ways.
- We’re not serial publishers. We’re content creators and can deliver it in many formats.
- Photos – sharing in Instagram, Pinterest, etc. Helps SEO rankings
- Real Simple recipes, not Real Simple issues
- Help him be a better boyfriendOther content too steamy to share
- Great content is like fireworks. Get your customers to ooh and aah.
- Of course, you would expect a sports media company to cover the MBA, NHL, NFL . . .
- All sorts of sports– even soccer and Nascar . . .Book tee times
- But they quickly also capitalized on content for fantasy sports fans.You’ll also see how they give people a reason to return again and again to their website, perhaps while at work.Radio – Listen LiveFantasy
- When we read Nat Geo, we can just look at photos and the captions and get most of what the articles are about.We love reading about the photographers and what they go through to get their shots.And we love to fantasize about getting that Nat Geo-quality photo ourselves.
- Nat Geo has capitalized on their readers’ passion for photography with these digital tools and more.They also offerlocal photography courses for hundreds of dollars.Can upload photosGet feedback from editors on your photosAt one point one photo was selected, now several moreBest of photo imagesExample of leveraging what your readers find most valuable
- Environment will alter group and that’s ok. Find value in each channel. Cost savings for tasks can mean as much as revenue.