Digital Magazine Strategy. by Lindsay Goddard 2015

Transcription

1 Digital Magazine Strategy by Lindsay Goddard 2015

2 Agenda Overview Problem Solution What is All You? Competitive Set Recommendations Content Enhancements Marketing Summary

3 Problem All You s popularity as a digital magazine is in jeopardy Users are not actively engaging with the digital magazine % of digital circulation is increasing slowly Revenue is coming in low

4 Solution Increase user engagement by expanding All You s content and enhancing the magazine s features Grow the subscriber base and drive brand awareness by promoting All You via digital partnerships, rewards programs, and a sweepstakes focused on digital subscriptions

5 What is All You? Content: * ALL YOU provides women practical articles on taking care of themselves, fast ways to feed their family, clothes they can wear and afford, do-it-yourself home repair projects, relationship advice from real women, and easy-to-make decorating ideas. Audience: **Budget-conscious women (nearly 50% are moms) generally between the ages of with a median household income of $68,000. Digital Magazine: Digital % of circulation is increasing (slightly) *% of Total Paid and Verified Circulation June 2013 (6 mo) 0.2% June 2014 (6 mo) 0.5% *From Magazine Publisher s Statement, June 2013 and June 2014 ** **

6 Competitive Set FAMILY CIRCLE FIRST FOR WOMEN WOMAN S DAY Advice on parenting challenges, ideas on family activities, DIY projects, and recipes. Digital replica production/2013/ Info on health, nutrition, beauty, fitness, recipes Digital replica (very poor quality) Covers topics such as healthy recipes, relationship advice and DIY home decor ideas. Digital replica mansday.com/

7 Recommendations Content Enhancements Marketing Target Younger Powerful women theme Philanthropy Cross promotion Formatting Exclusive digital coupons How-to guides supplement Ecommerce capabilities Social media stream Cover advertising Location check-in apps Partnership with rewards cards Valentine s Bakeoff sweepstakes Reach Engagement Revenue

8 1A Content > Voice > Target younger FEATURED WOMEN FROM ALL YOU S DIGITAL MAGAZINE COSMOPOLITAN SAMPLE OF CONTENT 2009 FORBES COVERS 2014 FORBES COVERS Content themed around making it in the working world or cocktails of the month are just a couple of ways All You can reach the slightly younger segment

9 1B Content > Voice > Powerful women Enhance All You s fresh woman perspective by including more about powerful women who push the boundaries and successfully maintain a healthy balance between work and life Gets readers to feel inspired and empowered Instead of These are good stay at home jobs, make it Here s how to rise to the top. Example: *Verily magazine Our mission is to empower and inspire women to be the best versions of themselves. MY HERO (FROM ALL YOU) Further expand this theme of inspirational women COSMOPOLITAN FEARLESS FEMALE THEME FORBES POWERFUL WOMEN COVERS *

10 1C Content > Voice > Philanthropy Readers want to hear about things being done for the greater good of humanity FORBES PHILANTHROPY ISSUES: 2013, 2014 Suggestion: Include more articles of people doing activities or projects for the greater good.

11 1D Content > Voice > Cross promotion Integrating content from outside sources would make All You the go-to hub in their space Example: The New York Times Motherlode newsletter includes link backs to sources other than just The Times. NYT s MOTHERLODE NEWSLETTER Suggestions: Cooking Light recipe inserts Money saving tips from Fortune * =lifestyle&contentid=ml&eventname=sample

12 2A Enhancements > Formatting COSMOPOLITAN - DIGITAL EDITION Easier-to-navigate content more strongly engages readers Revising the digital magazine s formatting can transition it into a useful everyday tool A PAGE FROM ALL YOU S DIGITAL MAGAZINE A PAGE FROM ALL YOU S DIGITAL MAGAZINE Scan the top photo to buy the products on this page Some elements are print specific (can lead to confusion)

13 2B Enhancements > Exclusive digital coupons section Including content exclusive to the digital magazine incentivizes people to subscribe and stay subscribed Include a section of coupons or a downloadable supplement that can be used anywhere (i.e., expansion of All You s online grocery deal finder) Links to your rewards program at Wal-Mart for example Just tap the code in your magazine at checkout and it automatically applies those coupons to your purchase THE MONTHLY CLIP

14 2C Enhancements > How-to guide supplement Offering useful, interactive how-to guides (much smaller than the issue), serves as an enticing bonus incentive for subscribing WIRED DIGITAL ISSUES INTERACTIVE HOW-TO GUIDE FROM OPEN AIR PUBLISHING/INKLING

15 * 2D Enhancements > Ecommerce capabilities The ShopAdvisor does not allow for direct purchases Use a third party service (e.g., Okanjo) Example: Clicking the photo of the Red Sox player brings up products related to the photo with the ability to purchase them directly THE SHOPADVISOR *OKANJO VIA AN ONLINE ARTICLE

16 2E Enhancements > Cover advertising Offering advertising placement on the cover will help offset the costs of potential product enhancements POPULAR SCIENCE COVER ADVERTISING digital-magazine-advertising-strategies-at-bonnier/

17 2F Enhancements > Social media Introducing social media options is an effortless way to generate more buzz. COSMOPOLITAN SOCIAL MEDIA FORBES SOCIAL MEDIA STREAM

18 3A Marketing > Location check-in apps FOURSQUARE Foursquare promotion - First issue of digital subscription is free when you check in at Wal-Mart *LEVELUP * LevelUp is a mobile payment and rewards program: LevelUp promotion - First issue of digital subscription is free when you complete the All You Wal-Mart Challenge or after you spend a certain amount Earn $ based on what you spend and challenges you complete

19 3B Marketing > Partnership with rewards cards First issue of digital subscription is free when you earn a certain number of points at a participating rewards program WALGREENS/DUANE READE WAL-MART KROGER

20 3D Marketing > Valentine s Bakeoff sweepstakes Creating a sweepstakes online that specifically promotes the digital magazine can drive more sign ups Readers upload an image of a valentine s day good they baked along with their recipe and people vote for which one they think is best Reward for participating is the first 2 issues free to a subscription of the digital magazine. *Results expected to be similar to that of Real Simple Easter Egg sweepstakes

21 Summary Content Enhancements Marketing Marketing Expanding the content of All You via relevant consumer themes and experimenting with new inclusions of content will grow the audience and improve user engagement. Rethinking the digital magazine s functionality will improve user engagement Marketing via location check-in apps and rewards programs serve as new channels for growing the subscriber base and brand awareness Marketing via a unique contest such as the Valentine s Day Bakeoff sweepstakes helps drive brand awareness