Digital Magazines: Market & Interactivity (CSME April 15, 2013)

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Digital Magazine Market, Types and Interactive Elements. Originally presented at the Canadian Society of Magazine Editors on April 15, 2013. All sources are cited

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Digital Magazines: Market & Interactivity (CSME April 15, 2013)

  1. 1. April 15, 2013
  2. 2. •  Freelance Consultant 7 Years in the •  Product Strategy, Development & Marketing Digital Industry •  Project Management •  Mobile & Tablet Apps Specialize in •  Digital Publishing Digital Media •  Mobile Marketing & Advertising •  Guest writer: TechVibes Speaker & •  Manage Future Tech Report Blogger •  CTIA, BlackBerry DevConPage  1  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  3. 3. Page  2  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  4. 4. Smartphones Age: 39 52% 48% 47% Tablets 48% 52% 21% Age:43 Worldwide Tablet Market 2013 Estimation 190.9 Million 48% 46% 6% 21% of Canadians expected to have multiple devices IDC Tablet Operating Systems Market share Forecast 2013 Smartphone & Tablet Penetration & Demographics – Mobiology Report IPSOS Jan 2013 Presented at DX3Page  3  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  5. 5. 2 out of 5 tablet owner read newspapers or magazines on their device 41% of tablet owners purchased magazines on their tablet 68% of tablet owners stated they have have read newspapers or magazines on a tablet they had not previously read in print10% more likely to purchase on a Tablet versus 7% on SmartphoneTablets users more likely to remember ads on their device with 48% recall compared to 37% on smartphone PPA –UK stats http://www.mediaweek.co.uk/news/1159327/ Nielsen: http://www.bizreport.com/2012/02/ad-recall-and-propensity-to-purchase-higher-among-tablet-use.html comScore TabLens Service http://www.marketingprofs.com/charts/2012/9160/tablets-driving-newspaper-magazine-readership Nielsen via BI: http://www.businessinsider.com/bii-report-how-content-is-being-consumed-on-mobile-devices-2012-9 Page  4  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  6. 6. 147% YOY increase in Paid Digital Editions 2.4% of total circulation Magazines with Largest Digital 2012 Digital Circulation of 259,529 up Circulation more than 50% from 171,688 in 2011 Digital Subscriptions Grew 253% YOY 61% Increase in Digital Editions YOY Remains 3% of Total AAM Report February 2013, http://adage.com/article/media/magazines-digital-circulation-soars-2-4-total/239646/Page  5  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  7. 7. 4 out of 10 publishers expect 10% of their circulation revenues to come from mobile & tablet by 2014 This year 100% of Publishers are expected to have formatted their content for mobile & tablet deviceshttp://www.emarketer.com/Article/This-Year-All-Publishers-Go-Mobile/1009628Page  6  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  8. 8. #2 15% 10 Number of Tablet Second Highest Percentage of Publication iPad App Category in Tablet Apps in the Top Top 200 Grossing Publications in the 100 iPad Chart after Top 200 Grossing Games iPad Chart Top Publishers 3% Time 20% Rogers 77% Newsstand Hearst Newspaper Conde Nast 0   0.5   1   1.5   2   2.5   3   3.5   4   4.5   Magazine 30% 27% 13% 10% Audit of iPad Grossing Chart Jan 2013 – Tom EmrichPage  7  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  9. 9. Operating systems Device Manufacturers App stores (Newsstands) Digital Publishing software Newsstand apps Publisher apps PERSONALIZED MAGS Pureplay appsPage  8  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  10. 10. SFP (Straight from Print) SFP+ (Straight from Print Plus) DFT (Designed for Tablet) EFT (Enhanced for Tablet) According to MPAPage  9  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  11. 11. Vanity Metric Tracks Number of App Installs Downloads Tracks Number of Issue Downloads Key Metric Active Tracks Usage of the App Users Tracks Usage of the Issue Frequency Metric Tracks Number of Times the Sessions App Is Opened Tracks Number of Times the Issue is Opened Engagement Metric Page Tracks the Number of Pages Views Viewed by User Tracks Most Read Pages Engagement Metric Time Tracks the Time Spent in the App Spent Tracks the Time Spent in the Issue Tracks the Time Spent on a PagePage  10  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  12. 12. ShaKe/Move/Turn Haptics Live Feeds Scrollable Areas Text Parsing Air Print Hot Spots Active Hyperlinks Shop/Commerce Slideshow Animation Quick Links 360 Degree View Audio Video Pan and Zoom Location-based Rub & Reveal Tap to SharePage  11  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  13. 13. Page  12  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  14. 14. Page  13  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  15. 15. Page  14  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  16. 16. Page  15  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  17. 17. Page  16  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  18. 18. Page  17  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  19. 19. Page  18  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  20. 20. Page  19  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  21. 21. Video: http://www.youtube.com/watch?v=etO_s0fQkeEPage  20  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  22. 22. 40% of the 90% magazine editorial Most magazines used was Left to Right Portrait Orientation interactive 10% ads AVERAGE of 5 - 7 unique Hot Spots interactive features Video Features: Editorial Scrollable Areas Most Common Commerce Sharing Audit of Digital Magazines – Tom EmrichPage  21  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  23. 23. Out of 13,000 ads in across 1,000 magazine issues 73% used interactive features 55% of digital magazine readers noted or read a digital ad Automobile & 52% of those who Auto-Related Ads Were Most noted took an Interacted With interactive action as a result According to a Starch Digital Survey: Second Half of 2012: http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/Page  22  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  24. 24. 38% - Touched/clicked the ad to expand 34% - Viewed Multiple Pages of Multi-Page Ad 31% - Watched a video or commercial 30% - Viewed a Gallery 30% - Downloaded an App 27% - Touched/clicked the ad for More Info 24% - Accessed a social network through the ad According to a Starch Digital Survey: Second Half of 2012: http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/Page  23  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  25. 25. Video: http://www.magplus.com/example-of- Avis Rent-a-Car interactive-ad-in-an-ipad-magazine/ The Economist – Dec Move/Shake/Turn 50% Interaction http://digitalmagazineawards.com/entries2012/economist-avis/ http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/Page  24  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  26. 26. Lexus GS Motor Trend – June View Gallery 52% Viewed a Gallery Hermes Aparel GQ – Dec View Slideshow 63% Viewed Slideshowhttp://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/Page  25  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  27. 27. Video: http://www.youtube.com/watch?v=640v8yBcXg8http://www.adweek.com/adfreak/lexus-print-ad-roars-life-little-help-ipad-144349Page  26  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  28. 28. When Hearst first launched digital Hearst President, David Carey editions for the iPad, it loaded its titles with interactive features — features readers dont necessarily want. Innovative, well-tested and fully- interactive magazines should fare better on Newsstand than replicaversions but we know that many iOS users are downloading these replica David hicks on FUTURE digital magazines editions. Total Film, Men’s Health, Cosmopolitan, Glamour and manyother PDF editions all regularly appear 29% of readers spend 10 to 30 minutes in the Newsstand charts. per visit on a digital issue, while 10% spend 30 to 60 minutes. Also, the more interactive content, the longer the reader stays on each page; 48% of interactive elements in apps are selected or played at least once, he Steven hart, Adobe dps explained. http://www.themediabriefing.com/article/2012-01-31/Future-tablet-art-director-interactive-page-turning-magazine-apps http://mashable.com/2012/11/30/hearst-tablets-interativity/ http://www.designedgecanada.com/news/2012/20121111075.shtmlPage  27  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  29. 29. Email: emrichtom@gmail.com Mobile: 647-746-2630 Twitter: @emrichtom Blog: www.futuretechreport.comPage  28  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  
  30. 30. http://adage.com/article/media/magazines-digital-circulation-soars-2-4-total/239646/http://www.themediabriefing.com/article/2012-01-31/Future-tablet-art-director-interactive-page-turning-magazine-appshttp://www.iphoneincanada.ca/technology-2/idc-raises-its-2013-forecast-for-global-tablet-market-to-190-9-million/http://adage.com/article/media/top-interactive-ads-magazines-tablet-editions/240326/http://futuretechreport.com/post/41143110411/tablet-publications-success-in-the-canadian-apphttp://www.fiercemobilecontent.com/story/android-tablets-overtake-ipad-market-share-year-idc-forecasts/2013-03-13http://en.wikipedia.org/wiki/Digital_printinghttp://multimedia.journalism.berkeley.edu/tutorials/digital-transform/tablets/http://en.wikipedia.org/wiki/Magazinehttp://mashable.com/2012/03/16/statistics-abouttablet-owners/http://www.designedgecanada.com/news/2012/20121111075.shtmlhttp://mashable.com/2012/11/30/hearst-tablets-interativity/http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspxhttp://en.wikipedia.org/wiki/History_of_printinghttp://www.emarketer.com/Article/This-Year-All-Publishers-Go-Mobile/1009628http://www.mediaweek.co.uk/news/1159327/http://www.bizreport.com/2012/02/ad-recall-and-propensity-to-purchase-higher-among-tablet-use.htmlhttp://www.marketingprofs.com/charts/2012/9160/tablets-driving-newspaper-magazine-readershiphttp://www.businessinsider.com/bii-report-how-content-is-being-consumed-on-mobile-devices-2012-9http://www.nielsen.com/us/en/newswire/2012/american-and-european-tablet-owners-more-comfortable-paying-for-content.html Page  29  |  CSME  |  DIGITAL  MAGAZINES  |  TOM  EMRICH  |  @EMRICHTOM  

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