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To Digital or Not to Digital. Lunch and Learn 22 January 2014. Association Survey Data. 67% of associations publish a digital edition ……… of something Print is 57% of all revenue Paid subscriptions are 22% of all revenue Online/ E media is 9% of all revenue
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To Digital or Not to Digital Lunch and Learn 22 January 2014
Association Survey Data • 67% of associations publish a digital edition ……… of something • Print is 57% of all revenue • Paid subscriptions are 22% of all revenue • Online/Emedia is 9% of all revenue • Some associations have gone totally digital • Others offer a mix of products
What is Digital? • Website • Apps, responsive design • Outreach options- Newsletters, alerts • Journals, magazines, newspapers • Webinars • Hybrid options – QR codes, Layar, Netpage
Why Digital? • Media agnostic - reach readers anywhere, anytime, on their terms • Digital production is easy (relatively) • Environmental concerns • Saves money • Offers new revenue options
Going Digital • Physics Today started a digital edition in 2012 • $2.5+ million print ad revenue at risk • Offered only to non-US subscribers – approximately 11,000 • Open rates ranged from 18 – 21% • We consider this bonus circulation – advertisers still on the fence
New Subscriber Actions • Offer to a society whose members no longer receive a subscription to Physics Today • Over 500 new subscribers • Two offer options: print + online digital + online • Both options were offered at the same price • ?????
Why Digital? Experiment! Experiment! Don’t be afraid, be prudent Experiment! Experiment! Why Not Digital?
Design and produce pages that are intended for the medium you chose Tablet viewing Desktop viewing
Dynamic versus Interactive Be cognizant of how to best use both
How do you define your association magazine’s reader experience?
Thank you! Randolph Nanna Physics Today Rnanna@aip.org 301-209-3102 Jen Smith Network Media Partners jsmith@networkmediapartners.com 410-584-1910