30 March 2010 16:39
Print publications and web versions can co-exist financially, according to one marketing expert.
In Ad Age this week, Nat Ives discusses how online editions can boost paper subscriptions for magazines.
Despite
the renewed initiative for digital editions to be delivered through
devices such as the iPad, print publications may uniquely be able to
offer publishers ways of increasing revenue.
Subscribers are
more likely to occupy demographics ideal for high-end brands, that
could be also be attracted by increased information on the potential
marketing targets offered up by subscription services.
Those subscribing online typically have to supply their email address, which creates further avenues for direct mail marketers.
Two
examples put forward by Ives are the rise in subscriptions made online
for Rodale's Men's Health and Prevention. Making the process easier –
or irresistible – is another strategy, with more publishers enabling
one-click purchases and purchasing through PayPal.
Ives also
cites figures from the Audit Bureau of Circulation, which show that 278
million print subscriptions were 'active' over the second half of last
year.
