Subject: The Circulator-- November 1, 2006 NEWSSTAND/OPTIMUM CIRC LEVELS/DIGITAL DOWNLOADS

From: "Circulation Management" <[email-masked]>
Date: Wed, 01 Nov 2006 16:46:24 -0500

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Your Circulation News >> Wednesday, November 1, 2006

IN THIS ISSUE

NEWS
Major Titles Stumble at Newsstand—Industry Leadership Required
Finding Your Optimum Circ Level
Digital Audiences of the Future
Wanted: Digital Downloads Data
Circulators: Know Your Web Analytics

BRIEFS
Study Reveals Heavy Reliance on Trade Pubs
Newspaper Circ Figures Decline
47 Magazines Launch in Q3
ABM Digital Media Council Study

MEETINGS & EVENTS

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NEWS

Major Titles Stumble at Newsstand—Industry Leadership Required

By Baird Davis

Newsstand sales of audited publications dropped precipitously in the first half of 2006—unit sales fell 3.5 percent and retail revenue declined 2.8 percent.

Therefore, it’s not surprising that the sales revenue of the top ten newsstand publishers, whose sales of $1.15 billion represent 75 percent of industry revenue, generally mirrored the industry’s performance. Their revenue was down 2.2 percent, with unit sales off 3.3 percent. Only three of these companies recorded higher sales revenue.  The other seven, to varying degrees, experienced sales difficulties...

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Finding Your Optimum Circ Level

By Chandra Johnson-Greene

John W. Rockwell, VP, audience development at Chemical Week, opened The Folio: Show’s “Finding (and Obtaining) Your Magazine’s Optimum Circulation” session with an interesting question: “Who’s your daddy?” In other words, who are your customers, your revenue drivers?

Finding this out is the first step to finding your magazine’s optimum circ, according to Rockwell and fellow speakers Barbara Falk, group circulation director, The McGraw-Hill Companies, Ted Bahr, president, BZ Media and Scott Gentry, group publisher/VP, Access Intelligence, LLC...

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Digital Audiences of the Future

By Kristina Joukhadar

“Television blew it. It was the only mass media that we knew in advance would be mass media. We should have tracked viewers before they got television to see how it changed their lives,” said Jeffrey Cole, director, Center for the Digital Future, USC Annenberg School for Communication last week at the AMC.

“That three hours a day of TV—where did it come from? Talking as a family? Sleeping? Reading? How did it affect buying habits, politics, travel and people’s aspirations?” The Center for the Digital Future has been tracking Internet use for the past five years to see how its use has changed and where online user habits are headed.

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Wanted: Digital Downloads Data

By Barbara Love

For almost six years now there has been a truce between advertisers and publishers over the question of downloads of digital editions. Advertisers did not want to kill this budding industry by asking magazines to provide information on not just how many digital magazines were delivered, but how many were actually opened.

Publishers have contended that digital editions should exist on a level playing field with magazines. When a magazine is delivered, it is not known if the recipient took the rubber band off and actually opened the magazine. But, as everyone knows, the internet does allow for the collection of that data. Publishers don’t want to release it because the numbers are not rumored to be impressive.

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Circulators: Know Your Web Analytics

Are you using Web site analytics? In order to effectively increase subscriptions, you need to know what your Web site visitors are doing, contends Debbie Walsh, Director of Audience Development, BioIT World and a speaker at the FOLIO: Show.

“Knowing analytics helps you market smarter and makes the company realize you are part of the online team,” she said. “Circulators should know the keywords people are searching on to find the magazine site, so they can use those keywords to optimize the site and in pay-per-click programs.

It’s best to focus on a specific set of commonly used words and phrases. We did our research and selected 200 key words (including some misspellings) which the editors identified as relevant to our editorial mission, and which converted highly for subscription offers.”

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BRIEFS

Study Reveals Heavy Reliance on Trade Pubs

According to a third-party research study by Aptura Research, personal financial advisors rely on trade publications over any other medium for job related information.

The study reports on the 14 publications with the most editorial for and circulation to personal financial advisors. While they typically use four different types of media as a source of information, over 61 percent use trade publications followed by television (46 percent), local newspapers (42 percent) and professional Web sites (42 percent).

The study, which is called FOCUS on Financial Media, is conducted annually and researches the relationship between 400 key financial advisors and the media they interact with.

Newspaper Circ Figures Decline

According to data released by the Audit Bureau of Circulations this week, circulation figures for daily newspapers have declined sharply.

The average daily paid circulation for all 770 newspapers reporting was 43.7 million, down 2.8 percent for the period a year ago, according to an analysis by the Newspaper Association of America. (Daily circulation peaked in 1984, at 63.3 million.) Circulation for Sunday papers fell by 3.4 percent.

Of the top 25 U.S. papers, only three have showed an increase in circulation: The New York Post, the Daily News and the St. Louis Dispatch. USA Today, the country’s largest paper, saw an average weekday paid circ slide 1.3 percent to nearly 2.3 million.

The Los Angeles Times lost 8 percent of its daily circulation and 6 percent on Sunday. The Boston Globe lost 6.7 percent and almost 10 percent on Sunday.

The New York Times, lost about 3.5 percent of its circulation both daily and Sunday. The Washington Post’s declines were similar. The Wall Street Journal’s daily paper fell by less than 2 percent. Its Weekend Edition, which comes out on Saturday, reported a 6.7 percent drop.

47 Magazines Launch in Q3

According to the Magazine Publishers of America, 47 magazine launches were announced in the third quarter of 2006, an increase of 34.3 percent over last year for the same time period. Among the new titles announced were 17 lifestyle titles, 14 for the affluent sector, 13 for men, 12 for women and nine targeting African-Americans.

ABM Digital Media Council Study

American Business Media’s Digital Media Council has commissioned Forrester Consulting to analyze trends in b-to-b digital marketing spending across 21 BIN categories.

The study analyzed attitudes towards digital marketing, usage of digital marketing vehicles and budget allocation, vertical vs. general online advertising opportunities and ABM opportunities. Key findings were presented via Webcast on Oct. 26 and is archived at www.americanbusinessmedia.com.

Also available at ABM’s site is a micro-site designed by the council with a digital vendor directory, galleries, surveys, RSS content and forums.

MEETINGS & EVENTS

November
Nov. 3, E-Publishing Strategies – A Professional Development Series from Folio: and Circulation Management, Ritz Carlton, San Francisco, CA. http://www.epubroadshow.com

Nov. 7, E-Publishing Strategies – A Professional Development Series from Folio: and Circulation Management, Westin Copley, Boston, MA. http://www.epubroadshow.com

Nov. 8, Hudson Valley DMA Presents "Meet the Masters V" - A Conversation with William T. End, Fairview Country Club, Greenwich, CT. http://www.directmedia.com

Nov. 8-10: ABC's 92nd Conference & Annual Meeting: Accountability: The Rules of Engagement, Bellagio Hotel and Casino, Las Vegas, NV.  http://www.accessabc.com/annlconf.htm

Nov, 15, FMA Luncheon Panel: E-Commerce and Internet Marketing: Membership/Loyalty Opportunities for Existing Customers and Cross-Media Marketing/Non-Print Brand Extensions, The Princeton Club, New York, NY  http://www.fmanational.org

Nov. 28, 2006 Digital Magazine Forum, Hilton New York, New York, NY. http://www.digitalmagazinenews.com

December
Dec. 5, E-Publishing Strategies – A Professional Development Series from Folio: and Circulation Management, Marriott Medical District/UIC, Chicago, IL. http://www.epubroadshow.com

Dec. 8, Hudson Valley DMA Holiday Party, Fairview Country Club, Greenwich, CT. http://www.directmedia.com

Dec. 11-13,  National Center for Database Marketing (NCDM) 2006 Conference & Exhibition, Caribe Royal Resort, Orlando, FL.  http://www.ncdmevents.com

Dec. 13, FMA Holiday Party, The Princeton Club, New York, NY  http://www.fmanational.org

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Contact us
Red 7 Media, Inc.
10 Norden Place
Norwalk, CT 06855
Tel. (203) 854-6730
Fax: (203) 854-6735

Editors:
Kristina Joukhadar, Managing Editor
Chandra Johnson-Greene, Associate Editor

Advertising Inquiries:
Tony Silber, Publisher
Gina Gavish, Advertising Director
John Ellertson, Regional Sales Manager
Karen Putrimas, Sr. Sales Manager, Directory Group

Exhibit & Sponsorship Inquiries:
Kelly Koenig, Dir. Exhibit & Sponsorship

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