2013 Fall Sales Newsletter Fall Newsletter : Page 8

Step 4: Find Out How Mobile Devices Are Being Used Teen Vogue’s Jason Wagenheim is fond of joking that one of the findings of their subscriber surveys was, “a large majority of teenage girls use smartphones.” The survey found many other things, of course, including important behavioral and purchasing data. However, the high smartphone usage rate—about 25% over the national average—has obviously directed the publisher’s mobile strategy. Smartphones are by definition “carry along” devices, where camera use, social media posting, texting, and general Internet access typically occur more often than making regular phone calls. Teen Vogue’s apps are a good example of how a smartphone can be used as a small, handheld scanner. When augmented reality app users photograph the pages of the printed magazine, one of two things happens: If the page is editorial in nature, additional multimedia content, such as audio interviews or video clips, can be streamed to the device. If the page is an ad, the user can be directed to the nearest store, or given the chance to purchase from within the app. Other publishers can exploit similar revenue potential of smartphones, albeit with less sophisticated scanning methods, like QR Codes. ( Teen Vogue advertisers rejected QR codes on aesthetic grounds, but savvy mobile developers have succeeded with designer codes and mobile sites that are within more modest publisher budgets.) The point is that smartphones are a unique class of devices. Publisher and advertiser revenue opportunities on this platform must involve common smartphone behavior, like finding directions, browsing at a public location, planning activities, or making impulse purchases. Tablets are a relatively new and decidedly different class of devices. The most common metaphor is that they are “lean back” devices—a statement confirmed by research, according to National Geographic’s Declan Moore. The tablet user’s profile shows that most usage is in the living room of one’s home, followed by the bedroom. Non-home usage includes public spaces like libraries, coffee houses, public transit, or parks, but such usage is governed by WiFi access and other restrictions. For magazine publishers, the user profile for tablets should be an encouragement, since it most closely resembles our reading behavior for print. The more relaxed, leisurely use profile is conducive to longer text, as well as more photographic, PAGE 8 Going Mobile: Revenue Opportunities for Publishers

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