Digital Marketing: Adapting In a Changing World Robert M. Cohn Consumer Marketing Director ____________________________
Nicholas Schenck
Bonnier titles currently on 4 digital platforms: Bonnier titles currently on 4 digital platforms: Apple iPad Apple iPad All Access (Zinio) All Access (Zinio) Barnes & Noble NOOK Barnes & Noble NOOK Amazon Kindle FIRE Amazon Kindle FIRE
In 2011, Bonnier titles generated 434,500 digital sales transactions
Apple’s iPad accounted for 56% of the volume ….
And over $ 1.1 Million in Sales
Publishing for 138 Years….since 1872
iPad Sales accelerated with launch of Apple Newsstand: Apple Newsstand Launch Christmas Gifts All Bonnier Titles in iTunes Store
Digital Edition
Interactive Digital Editions In 2009, experimented with interactive “Genius Guides” In 2009, experimented with interactive “Genius Guides”
Launched April 1, 2010
iPhone App relaunched Nov 10, 2010
Subscriptions Launched February 16, 2011 Total 7,323 subscriptions..sold in first 22 days Total 7,323 subscriptions..sold in first 22 days Promoted on web site, iTunes home page, and outbound s Promoted on web site, iTunes home page, and outbound s Introductory Price – 12 issues for $14.99 vs. stated basic price of $ Introductory Price – 12 issues for $14.99 vs. stated basic price of $ 19.99
1 st Year Subscription Sales grew rapidly:
Popular Science shows changes since 2010:
Integration print & digital
Representing about 7% of all iPad transactions:
Began Testing Free Trial Issues April 2012
What is B.A.S.S.? Bass Angler Sportsman Society 500,000 paying members Bassmaster series on ESPN Bassmaster Magazine & B.A.S.S. Times magazine Bassmaster.com Facebook, 134,000 fans 30 fishing tournaments
What does digital mean at BASS? Live sports coverage Reach new audiences Two-way conversation with fans Generate new members Important revenue source
Bassmaster.com
Tournament coverage
Leaderboard
Real people
Pro Anglers & Stats
Video
Amazing
Gaming: Fantasy Fishing
Social media
Monetize? BASS is 360 degree buy: digital, print, TV, on site BASS is 360 degree buy: digital, print, TV, on site Website: attract a big audience, passionate about fishing, with great content. Endemic advertisers get superior click-through rates. Website: attract a big audience, passionate about fishing, with great content. Endemic advertisers get superior click-through rates. Find ways to innovate with advertisers Find ways to innovate with advertisers Toyota, Yamaha, Shimano, Bass Pro, Evan Williams, Berkley Toyota, Yamaha, Shimano, Bass Pro, Evan Williams, Berkley
Digital integration with print? Planning, sharing resources, strategy, ideas Planning, sharing resources, strategy, ideas Trying to drive traffic? Not so much Trying to drive traffic? Not so much
Who produces digital content? Website is 90 percent original content Website is 90 percent original content 2 editors 50/50 on digital/print 2 editors 50/50 on digital/print Freelance team at tournaments Freelance team at tournaments Producers at home office Producers at home office TV team TV team
Five take-aways 1 st exploit your strengths (at BASS: video, photos, personalities, stats). 1 st exploit your strengths (at BASS: video, photos, personalities, stats). Super serve audience on topics you know they love. Super serve audience on topics you know they love. In a 360 media organization, each platform should focus on what it does best. In a 360 media organization, each platform should focus on what it does best. Magazine organizations sometimes work so hard to save print they stifle digital. Magazine organizations sometimes work so hard to save print they stifle digital. Audience development = SEO & Social Audience development = SEO & Social