The Print Magazine and The Electronic Extensions of the Brand

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The Print MagazineandThe Electronic
Extensionsof the Brand
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All magazines now have some form of electronic
presence
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Electronic Magazines Can Take Two Forms

• The digital magazine format (typically via Zinio
  or Texterity) is an extension of the hard copy
  print brand to online using the same layout, edit
  and graphics as the print edition. It is often
  presented independent of magazines website.
  Penetration of the digital format is estimated to
  be less than 20 of B to B magazines, but
  increasing rapidly.
• Magazine websites typically contain selected
  editorial content from the recent print edition
  of the magazine with some sites adding unique
  articles to the website and some posting all the
  print content.

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• As a result, magazines now have two and sometimes
  three media/content formats
• The traditional print edition
• The website magazine content in various forms
• The digital version of the print edition
• Each one of these media or content formats can
  play a different role and can have a different
  impact on readers.

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Comparing Print to Online Extensions

• Almost no duplication of readers between print
  editions and digital but more duplication between
  website edition and print
• However there are many similar reader responses
  to print and the digital editions

• Harvey Research Ad Readership Studies database
• Mediavest Survey on Digital vs. Print
• 59 of all website visitors visit at least once
  per week

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Comparing Print to Online Extensions

• Observations of print vs online counterparts
• Digital editions largely reach a new audience
  while magazine website editions primarily support
  or supplement the print edition largely
  duplicating the print reach (1 2)
• All three media perform equally well in
  motivating readers to take actions.
• Source Mediavest Print-Digital Survey
• Harvey Research

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Case Study on Online Magazine vs Print

• A daily magazine targeting US Senators,
  Congressmen and their Congressional staffs was
  well established print reading on Capitol Hill

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Case Study on Online Magazine vs Print

• A website edition was created that posted all the
  editorial content of the print edition to the
  site for each issue.
• The website magazine readership soon became
  vastly larger than print edition as evidenced by
  unique visitor count for online.

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Case Study on Online Magazine vs Print

• Research was conducted on both print and online
  editions to understand reader usage habits and
  attitudes

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Case Study on Online Magazine vs Print

• Learning from Research
• 83 of website magazine regular readers were not
  regular readers of print edition. (Unusual for
  website vs. print.) These new readers were
  primarily business and government execs versus
  Capitol Hill staff
• The website magazine readers had very different
  interests in edit content than print readers.
• Print readers wanted in depth articles
• Website visitors wanted quick read and more
  timely news articles

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Case Study on Online Magazine vs Print

• Actions taken based upon research findings
• Target a new group of readers in order to expand
  reader and advertiser base
• Refine editorial content for online magazine to
  reflect online reader interests, not just posting
  print edit to online.

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Lessons Learned and Observations Regarding Online
Magazines

• Online extensions of a print magazine provide an
  opportunity to expand the brand readership to new
  readers usually considerably larger than the
  print reader base
• This expansion can be accomplished in both
  website magazine content and the digital editions.

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Lessons Learned and Observations Regarding Online
Magazines

• Most online visitors want to see at least some
  original or new edit content versus what they
  find in the print edition.
• Oftentimes this is for more timely news
  presentations in the online editions.

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Conclusion About Online Publications

• Most Publishers dont understand their online
  readers profile and interests
• Generally, online readers are different than
  print readers in their profile and reading
  interests
• Failure to recognize and address these
  differences will jeopardize the long term health
  of the online opportunity in publishing