|
Be a Smart Marketer – Content Goes Digital, Spotlight on Magazines |
Media’s Digital Voice
The Internet is continuing to grow as an aggregation and distribution platform for a large number of media previously accessible only offline; magazines being no exception.
By definition, many services can only exist online: blogs, forums, chat, e-mail, VoIP. Yet this is now the era of mass online media convergence. Traditional media such as radio and TV are now available online, either in dedicated websites such as Live365.com for radio, or as channels within news and entertainment portals (Terra’s Radio Channel is powered by Live365, Terra TV Channel features video on demand).
With the media landscape changing so rapidly, media consumption is not as easy to define. Questions about following content across platforms arise. For example, is online radio listening counted towards the ‘radio’ or ‘Internet’ bucket? The same issue exists with TV and magazine content – is it being consumed online, offline or both?
Mass online convergence means mass convenience and accessibility now available to the consumer at a scale not seen before in human history. This brief inquiry examines the implications of offline finding its online voice, with a spotlight on Hispanic magazine readers and the implication to marketers.
| Content Goes Digital – Headlines |
Consider the following recent headlines about the migration of offline content to bits and bytes:
Tower Records Files for Bankruptcy
Nielsen Soundscan, cited by Tower in bankruptcy court filings, said legal digital downloads grew 200 percent in 2005 as album sales fell 7.8 percent. 1
Over the last decade, the number of prime-time broadcast TV viewers has decreased by 50%. 2
While 71% of online adults aged 18 – 29 now get most of their news online, only 46% say they regularly watch local TV news. 3
Young people aged 18 – 26 now spend more time online than watching television. 4
“Nylon, a trendsetting magazine that covers music and fashion, plans to release a free digital edition of its music issue with MySpace. The issue will be available for downloading at the magazine’s web site and is identical to the print version. Notably, the print issue won’t be available until May 31. So here’s a case where a digital issue leads a print edition. We like that.” 5
However, one form of traditional media that is not standing still, but changing with the times is magazines.
| Magazines Enhance Reach Online |
Magazines are also turning towards the web to complement their existing user base and explore new, interactive options with their Internet arms. Previously, magazines enjoyed their reach as portable media, only. Print editions can be enjoyed during a morning commute; enhanced reach from home delivery can be garnered by family and friends, and leave behind readers pick up editions from coffee shops, etc.
The always on 24*7 availability of the Internet increases a magazine’s reach in its digital form, and allows for more frequent updates than its offline older sister. Alternatively, if a reader misplaces the print edition, its contents are just a click away.
According to Chart #1, magazine plus web reach by daypart outperforms magazine only reach, especially during the evening daypart by more than double. Magazines that are integrated online are well positioned to enjoy the bonus reach that magazine/Internet usage provides.
Chart 1:
| Hispanic Magazine Readers – Desirable Target Audience |
Synovate’s Hispanic Magazine Readers: Defining the Role of Magazines in the Hispanic Marketplace study, released September 2006, illustrates how US Hispanics over-index general market readers in desirable psycho demographics, proving that they are a premium target audience for advertisers.
Highlights from Synovate's Hispanic Magazine Study:
|
