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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, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.

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