2013 Fall Sales Newsletter Fall Newsletter : Page 6

Each of these features has an associated cost, of course. While game-like interactivity may represent significant potential advertising and circulation revenue, it can be costly to develop and maintain. Step 2: Identify and Prioritize the Platform(s) The number and type of mobile devices and platforms is growing far faster than most publishers’ ability to adopt. When the iPad first shipped, adapting a print page format to a 1028x764 pixel screen seemed logical, but for many the existence of two orientations—vertical and horizontal—plus the advent of new devices and screen aspect ratios made the prospect far more daunting. With the addition of smartphones, publishers quickly realized they had to set priorities, and identify the most promising mobile platforms first. For many, the answer came from existing subscriber data. “All our analytics show us that more of our readers/viewers are coming from mobile devices—25 to 35 percent of our web visitors, for instance,” says Brian Halweil, publisher of the Eastern Long Island, Manhattan and Brooklyn editions of Edible Communities (www.ediblecommunities.com), a stable of local-foods magazines. “As we build print subscribers and offer them digital platforms, we need a more responsive, robust way to serve all of our content to readers, paid and otherwise.” Edible Communities’ digital editions (Figure 3) allow the publisher to bring a multi-platform reading experience to subscribers. Paid subscribers are automatically given access to the magazine on the iPad, Kindle and smartphones at no extra cost. “They are a nice added value for print advertisers,” Halweil says, “and a nice feature to promote to subscribers and readers in general… [T]here is increasing interest from advertisers.” While not currently charging premium prices for these ads, Halweil plans to do so as more multimedia functionality is built into future editions. Publishers as big as Time Inc. and as small as The National Journal have found success with so-called “utility apps,” which offer tools, lists or reference information around subjects such as politics, sports, hobbies and food. Such specialty apps provide a way for publishers to repackage content for specific audiences, sold as a premium product to users or as a targeted sponsorship opportunity. Specialty apps can be packaged in creative PAGE 6 Figure 3: The Edible East End app features a scrollable, type adjustable e-reader view of each article, accessed by clicking a button on the page. Going Mobile: Revenue Opportunities for Publishers

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