dma fomm 29 nov 16

@carolynrmorgan www.penmaen.media

How digital magazines are evolving

Carolyn Morgan Future of Magazine Media Conference

29 Nov 16


Digital Magazines in 2012

Replica• PDF pinch and zoom• App store/Newsstand• Copy print reading

experience• Single copy/ subscription

Interactive• Video, animation• High investment• App store/ newsstand• Single copy/subscription


Problems and issues

Replica• Hard to read on

smartphones• Poor app store

discoverability• Have to promote externally• Don’t add value to print• Bundled as extra to print sub

(often free)• Advertisers unimpressed by

volume

Interactive• Slow to download• Risk of crashes• Poor app store discoverability• Have to promote externally• Expensive to create• Hard to charge more than

print mag• Advertisers unimpressed by

volume


What worked?

Winners• Copy-heavy weeklies

– Economist– The Week

• Niche consumer– BBC History

• Tech audience– T3– Wired

• B2B ad driven– P1

Losers• Digital only mag launches

without print support• Print publishers who

bundled for free


Changing reading habits & discovery

Reading• Tablet >> phone• Page turner >> scrolling• Long copy >> visual/ video• Magazine >> news feed• Monthly >> latest

Discovery• Search on app store >>

social media• Print or e-newsletter >>

notifications

Source: RISJ


Diverse business modelsFree to download Subscription

Customer magazine

Ad funded

E-commerce

Edition-based

Time based


Digital Magazine options

• Online vs Offline• Editions vs Continuous• Washing Line vs Exploratory• Replica vs Complementary• Reading vs Enabling


Digital Magazine features

• Direct links to products to buy, travel purchases, special events

• Single pieces of content shareable• Promote newly added content with notifications• Searchable archive access – wine tasting notes,

programme archives, city guides• Wish-lists and scrapbooks• Recipes and step by step• Content solutions for advertisers


Mobile shopping


Visual exploration


Search archive


Advertiser marketing solutions


How digital magazines are evolving

• Continually updated resource• Explore in your own way• Help you to take easy action• Share what you like• Works on any device• Complements not replicates print

dma fomm 29 nov 16

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