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The Digital Magazine Industry Is Predictable Now

  |  October 12, 2012   |  Comments

Three of the key truths and leading predictive elements digital adoption is based on.

Windows 8 is only weeks away - and yet again, the publishing world will be faced with a significant change in consumer adoption. If you follow the digital media world, then you can thrive and drive increased Q4 revenue. Digital adoption is based on some key truths as well as some leading predictive elements. You may already be aware of these three truths:

  1. The device you select will define when you read digital media. It's true! If the first device you pull out of your bag is a smartphone, it means you are a passive reader, driven by impulse buys and looking for deals. If you happen to pull out a tablet/iPad, that says something completely different. Quality content is critical to you; not just the writing, but the layout and interactivity. And if you pull out a paper notebook, well…that's a whole different article.
  2. The digital magazine you buy first will determine how much you will invest in digital content over the next 22 months. Single issue buyer, back issue, or subscriber. Hmmm. It all says something about your buying habits. But don't worry, it's become as predictable as guessing what color M&M's people will pick. While I can't divulge the secrets in this column, I can tell you that the ultimate buyer will buy, and buy every month for at least 22 months in a row. The perfect customer is out there - and she's identifiable from the very first purchase.
  3. The category of content you purchase first will determine the content you purchase during the next five transactions. Celebrity content, news, tech, fashion, or photos. You might not know it, but the content you choose as your first purchase sends a very clear signal about the type of content that you will choose down the line. The average serious buyer will buy at least five different things within the first 12 months from your brand. Understand their trigger points and you will be light-years ahead of your competitors.

It finally happened! We have entered the world of predictability. In fact, if you go to a digital media carnival and give the "guessing man" $1, he will be able to look at you and tell you these things about you:

  1. How many devices you own.
  2. What types of devices they are.
  3. If you have children living in the household.
  4. The average number of apps on your devices.
  5. Your profession.
  6. Three of five magazines you will buy digitally.

Personally I find this time exciting. Digital publishing has finally matured to the level where we, as publishers, can begin to predict and model out the future - and the future looks bright.

I invite you to tweet me at @jeannieymullen and tell me what your first digital magazine purchase was and I will reply back with my predictions on which magazines you have bought since then.

Digital Publishing image on home page via Shutterstock.

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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