Online Magazines: It s Just the Beginning Cynthia K. Buccini, Boston University Joseph J. Diorio, University of Pennsylvania, Annenberg School for Communication Jackie S. Zajac, American University Kogod School of Business Brenda Foster, Greatest Creative Factor CASE Online Speaker Series, December 5, 2013 Post questions in the chat box at the lower right corner of your screen. 1
Panelist Cynthia K. Buccini, Managing Editor, Bostonia Boston University 2
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Unique visits to bu.edu/bostonia Jan. 1, 2013 Nov. 1, 2013: 163,237 Jan. 1, 2009 Nov. 1, 2009: 73,318 Average visit duration, Jan. 1, 2013 Nov. 1, 2013 1:21 min. Bostonia Extra, monthly e-newsletter Recipients: approx. 160,000 Open rate: 12% 18% Poll Question What is the average open rate for your online magazine? 1. 0-10% 2. 11-20% 3. 21-30% 4. Greater than 31% 5. What s an open rate? 4
Panelist Jackie S. Zajac, Director of Strategic Communications American University Kogod School of Business Kogod Now 5
Kogod Now Print Distribution Limited 2,500 copies High-level donors Peer deans and faculty Recruiters Electronic Distribution Priority Far-flung distribution of content to external audiences Creative Commons license added in Spring 2013 11 Kogod Now Full issue emailed to Kogod alumni (opt-in), students, faculty, advisory board members, others Individual stories emailed incrementally through wire service to media, content aggregators Individual stories personally pitched to reporters via email, Twitter 12 6
Kogod Now Analytics Online: no more peaks at launch Typical monthly volume 2,500-3,000 visitors 4,000 pageviews One uber-popular story can throw off Made in America automotive index has 50,000+ pageviews Looking to grow referral traffic, organic search Pain points: mostly new visitors, high bounce rate Made in America, Spring 2013 cover story 13 Kogod Now Hopes for ROI Short Term (1-3 years) Long Term (4+ years) Vehicle for Greater Faculty Visibility Media Relations Resource Peer Institutions, Recruiters Take Note Attract Exemplary Graduate Students Alumni Engagement Influence Rankings 14 7
Poll Question How many people work on the online magazine? 1. 1-5 2. 6-10 3. More than 10 4. We don t have an online magazine Panelist Joseph J. Diorio, Director of Communication University of Pennsylvania Annenberg School for Communication NewsLink 8
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Email distribution tool measures engagement, facilitates follow-up campaigns 12
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Poll Question Is your online magazine responsive? 1. Yes 2. No Q&A 14
Interview Jeff Donahoe Georgetown Magazine 15
Interview Laura Gardner Brandeis Magazine 16
Online Magazine Reviews 17
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Findings: The State of the News Media Annual Report on American Journalism Pew Research Center, 2013 19
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Key findings We were no longer going to be The Atlantic, which happens to do digital. We were going to be a digital media company that also published The Atlantic magazine. - Bob Cohn, theatlantic.com 21
Key findings 11% of smart phone owners read magazines on their phone 22% of tablet owners do the same 64% get news on their tablet at least weekly 62% on their smart phone 22
Key findings There isn t a one-size-fits-all solution. I don t want to read the same thing on my ipad as I do on my phone or paper. Tailoring the content to each audience will be the secret to success for all of us. - Richard Stengel, Time Key findings All of the publishers say that large numbers of their print subscribers now access mobile versions for at least some of their magazine reading. A slow transition is underway. 23
Key findings The tablet computer is going to change the industry in a serious way. The tablet will let publishers break into the digital space. - Brooke Erin Duffy, Magazines Without the Magazine Q&A 24
Finding inspiration State of the News Media, 2013 News Magazines: Their Digital Futurehttp://stateofthemedia.org/2013/new s-magazines-embracing-their-digital-future/ Finding inspiration Inside Atlantic: How One Magazine Got Profitable by Going Digital First http://mashable.com/2011/12/19/theatlantic-digital-first/ 25
Finding inspiration Pew Research: Newspapers: By the Numbershttp://stateofthemedia.org/2013/n ewspapers-stabilizing-but-stillthreatened/newspapers-by-the-numbers/ Finding inspiration Can a print publication be equally effective online? Testing the effect of type on marketing communicationshttp://link.springer.com/arti cle/10.1007/s11002-012-9209- y/fulltext.html 26
Finding inspiration Other resources CASE editor s forum CASE readership survey Evaluation Please complete the evaluation on your screen. 27
Online Magazines: The End of the Beginning Cynthia K. Buccini, Boston University Joseph J. Diorio, University of Pennsylvania, Annenberg School for Communication Jackie S. Zajac, American University Kogod School of Business Brenda Foster, Greatest Creative Factor CASE Online Speaker Series, December 5, 2013 28