SlideShare a Scribd company logo
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.
{	
 }	
}	
{	
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.!
{	
 }	
}	
{	
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. !
{	
 }	
}	
{	
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!
{	
 }	
}	
{	
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.!
{	
 }	
DOWNLOAD THE FREE DIGITAL
PUBLISHING BENCHMARKS
REPORT NOW
To learn more, we surveyed
hundreds of publishers to gather
new industry stats. !

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15 Stats Every Digital Publisher Needs to Know

  • 1. NEEDS TO KNOW! 15 STATS EVERY DIGITAL PUBLISHER presented by
  • 2. 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.
  • 4. 800 magazines were launched in the last year.! ! 1! - Marketplace.org (American Public Media)
  • 5. Seriously, there’s an audience out there for everything.!
  • 6. 61% of publishers say content marketing plays a significant or very significant role in their overall business development strategies.! - PulsePoint, 2014 2!
  • 7. 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
  • 8. 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!
  • 10. Have you developed a unique approach to planning, pricing, and measuring digital products to help you differentiate your publication?! ! Most companies have not.!
  • 12. 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!
  • 13. 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?!
  • 14. In fact, 39/50 news sites get more traffic from mobile devices than desktop computers.! - PEW, State of the News Media 2015 5!
  • 15. THE CHANGE IN HOW PEOPLE CONSUME JOURNALISM HAS ALREADY HAPPENED. OUR CHOICE NOW IS TO ADJUST OR WITHER. “ “ - Chris Cillizza, Reporter, The Washington Post
  • 16. Magazines saw +65.3% growth in mobile web audience in 2015, compared to print and digital at +0.2%. ! - MPA Magazine Media 360 6!
  • 17. What was once a game of catching eyes at newsstands, is now one of catching eyes in news feeds. !
  • 18. 27% of consumers will leave a site if it is not mobile- optimized.! - ExactTarget, 2014 Mobile Behavior Report 7!
  • 19. Having a mobile responsive site is no longer a luxury. ! ! It’s a necessity. !
  • 21. Over 5.3 trillion display ads were served to U.S. users in 2013.! - ComScore 7!
  • 22. You read that right… TRILLION! ! It would take the average person 168,062 YEARS to count that high.!
  • 23. 56.1% of all the impressions served on the Google display platforms may never actually be seen.! - Google, 5 Factors of Display Viewability 8!
  • 25. Average click-through rate for banner ads is 0.1%.! - ComScore 9!
  • 26. YOU ARE MORE LIKELY TO COMPLETE NAVY SEAL TRAINING, THAN CLICK A BANNER AD. “ “ - Solve Media
  • 28. Up to 50% of clicks on mobile banner ads are accidental.! - GoldSpot Media 10!
  • 29. And the percent is probably even higher for mobile readers, suffering from ! “fat-finger syndrome.” ! ! (Don’t worry we think your fingers look great.)!
  • 30. People who click on native ads have a higher purchase intent than those who click on banner ads (52% vs. 34%).! - MDG Advertising 11!
  • 31. You mean people can actually LIKE the ads they see?!
  • 32. 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!
  • 34. 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!
  • 35. Another 20% say their technology or infrastructure doesn’t support high impact native formats.! - Pulsepoint, 2014
  • 36. Not hurt you. Technology should help you.
  • 37. Nearly 58% of publishers provide social engagement metrics to measure the success of content marketing campaigns.! - Pulsepoint, 2014 14!
  • 38. “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.!
  • 39. 52% of marketers cite difficulties in accurately measuring ROI as their biggest source of frustration in social marketing.! - Adobe 15!
  • 40. 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.!
  • 41. { } DOWNLOAD THE FREE DIGITAL PUBLISHING BENCHMARKS REPORT NOW To learn more, we surveyed hundreds of publishers to gather new industry stats. !