Subject: November 29, 2006 -- Digital Media/Sub Marketing/Wireless Tool

From: "The Circulator" <[email-masked]>
Date: Wed, 29 Nov 2006 17:42:15 -0500

Your Circulation News >> Wednesday, November 29, 2006

IN THIS ISSUE

NEWS
Making Digital Media Work for You
Three New Subscription Marketing Trends on the Web
National Wireless Providers Offering New Targeting Tool
Five-Year Magazine Category Trends

BRIEFS
Mags Offering Text-to-Buy Ads
Domino Has 20 Percent Rate Base Lift
Instinct Has 18 Percent Rate Base Increase

MEETINGS & EVENTS

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NEWS

Making Digital Media Work for You

By Kristina Joukhadar

Yesterday’s Digital Magazine Forum was the third annual event to be held in New York City and the primary take-away from the show is that the publishing—or should we say “media”—industry has come a long way during that time.

Here are some of the most pertinent talking points for circulators and audience developers:

Is Digital Working in Consumer?

“Print meets the consumers’ expectations,” said Peter Meirs, director of alternative media, Time Inc., “and users buy billions of magazines. Digital facsimiles of the print magazine are like putting a piece of glass in front of it.”

Meirs pointed to the forced use of navigation bars, pull-down menus, the mouse and the way the user needs to zoom in on the content in order to read it. “Why would they want the product?” he asked.

Meirs told the audience they should reject the use of digital replicas of print publications. There are tools and techniques available with which to integrate rich media, to play music and video in the background, to incorporate slides, photo galleries, multidirectional navigation elements, and even games into a digital magazine. These are the types of features that make digital media worthwhile and in demand by the consumer, he said...

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Three New Subscription Marketing Trends on the Web

By Bill Baird

Several new subscription marketing breakthroughs are emerging for publishing Web sites.

Tactic #1: “Pop Swaps”

In our site scans, we’re starting to see publishers exchange pop-up subscription ads instead of offering their own product when visitors arrive at their sites. It’s like a list exchange.

Instead of using pop-ups solely to sell their own subscriptions, they make a deal similar to a list exchange, enabling each site to advertise on the partner’s other site using a pop-up on arrival...

[MORE]

National Wireless Providers Offering New Targeting Tool

By Chandra Johnson-Greene

Following Sprint Nextel’s announcement in September that it would help marketers target ads for its mobile Web pages by gender or region, other wireless-service providers are now in the process of offering a new targeting tool for marketers that will identify by behavior in addition to demographics.

Mobile carriers have been reluctant in the past to open their landing pages, which are called “decks” on cell phones, to marketing messages like Sprint is doing, but they are also looking to provide a new income stream for advertising...

[MORE]

Five-Year Magazine Category Trends

According to Capell’s Circulation Report, Computers, Political/Social and General Editorial are among the magazine categories that have seen the most percent change in circulation between 2001 and 2005.

The Computers category has declined rapidly with a 30 percent circ loss over the five-year period. Interest seems to have shifted to computer gaming titles as the seven-member category was up 66 percent over the five-year period...

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BRIEFS

Mags Offering Text-to-Buy Ads

Various consumer magazines, including Details, CosmoGirl, Glamour and Brides, are including ads with short codes that readers can use for text-to-buy transactions.

The text-to-buy ads use a new technology from ShopText and eBay unit PayPal, allowing consumers the option of sampling and purchasing some products via their cell phones. Text-to-buy technology is in its early stages; but, according to Mark Kaplan, founder/CMO of ShopText, it will explode in 2007...

[MORE]

Domino Has 20 Percent Rate Base Lift

According to its first Audit Bureau of Circulation Publisher’s Statement, Conde Nast’s Domino magazine has delivered a 20 percent bonus over its rate base for the first half of 2006.

The women’s living title now has an audited circulation of 542,497 versus its promised rate base of 450,000.

Domino will raise its circulation rate base for the third time in February to 550,000 and a fourth time in August to 600,000. The publication was initially launched in April of 2005 with a rate base of 400,000.

According to the magazine, by the end of this year, Domino will have also seen a 100 percent advertising increase from 2005.

Instinct Has 18 Percent Rate Base Increase

Instinct Magazine, the largest gay men’s magazine, has announced that its guaranteed base for 2007 will be 100,000 paid copies, an 18 percent over its 2006 guaranteed base.

According to the magazine, Instinct has consistently achieved double-digit circulation growth every year for the past nine years. Audited by BPA Worldwide, Instinct is one of only three national gay publications whose circulations are verified by an independent audit.

MEETINGS & EVENTS

Webinars
Dec. 5, The Paid Search Tango: Finding the Right Balance Between Technology and Marketing Strategy,  2 p.m. EST,  Register here

Dec. 7, Harte-Hanks Webinar on the 2007 USPS Rate Case, 2 p.m. EST, http://harte-hanks.com/Webinar

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. 6, National Trade Circulation Foundation Holiday Cocktail Party,
The Penn Club, New York, NY http://www.ntcfi.org

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, DMA "Roast and Toast" Holiday Luncheon, Yale Club of New York, New York, NY. http://www.the-dma.org/councilevents/insertdecluncheon

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

January
Jan. 17, FMA Morning Seminar: Fulfillment Solutions for Savvy/Complex Marketing Strategies; Luncheon Panel: Automatic Renewals; The Princeton Club, New York, NY http://www.fmanational.org

[MORE]

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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