Wednesday, 25 February 2015

New York Times Magazine's Facelift Sees Major Increase In Print Advertising

Last Sunday saw the new look New York Times Magazine hit the shelves for the first time, with the dramatic redesign making the issue the thickest in the magazine's history. Swelling from its usual 60-page mark, last week's mammoth issue was packed with 220 pages - with over half of those pages devoted to advertisements.

The multi-million dollar redesign was implemented by Editor Jake Silverstein and design director Gail Bichler, with the magazine now including several new sections and features in an attempt to assert itself among the Times' new products, both online and in print.

The New York Times Magazine Now Features A Large Volume of Print Advertisements
The first issue of the new-look magazine (Image: New York Times)

Advertisers jumped at the chance to have their ads included in the new milestone issue of the magazine, with 40 new companies investing in print space in the publication. 121 of the 220 pages are advertisements - which is the highest amount of advertising the magazine has included since October 2007 - with brands such as Diesel, Cadillac and Bank of America promoting their businesses on the magazine's new, high-end glossy paper.

As well as aiming to generate higher revenues from print advertising, a major incentive behind the magazine's revamp is to generate more web traffic and digital advertising for its online site. 

The magazine - which comes as a supplement of the world-famous New York Times - has introduced new design features, most noticeably new column sizes and typefaces, in order to set itself apart from regular New York Times content. These will be carried across to its website, along with regular news stories and podcasts, in an effort to establish the magazine as a popular publication in its own right, and not just a 'freebie' extension of the New York Times.

Tuesday, 17 February 2015

Time Inc. Launches Programmatic Advertising for Print

New York magazine publishing giant Time Inc. has claimed to be the first company in the industry to make advert space in its print publications available to purchase through a programmatic advertising platform.

Time Inc.

This automated form of buying ad space has been a long-standing feature in digital advertising sales, allowing media buyers to purchase space from a digital marketplace through an auction-like system. The expansion of this method to print advertisements will mirror the same system, meaning that advertisers won't know which Time Inc. magazines their ads will run in, only that they will appear within the titles which match their selected target audience demographic.

Time Inc. has confirmed that it has joined forces with online marketplace MediaMath in order to let advertisers buy space across its 18 US-based magazines, which include publications such as Time, Sports Illustrated, Entertainment Weekly and People. American retailing company Target, through its media agency Haworth, has become the first advertiser to take advantage of automated print ad buying. Advertisers will now be able to buy space in magazine categories including Women, Men, Lifestyle, Luxury and Business/Finance, across titles which have audience numbers that range from five million to 89 million.

Since launching the platform for digital media last year, Time Inc. has seen an 85% growth in its programmatic business, with executive vice president Mark Ford claiming that the introduction of print sales to the system is the result of growing advertiser demands for more efficient and automated ad-booking platforms. It's thought that the move will give Time Inc. tighter control of its print advertisement prices, with some expecting the bidding process to result in higher prices for premium advertising space.

Although the platform is only currently available for Time Inc.'s American publications, this week Charlie Meredith, managing director of the publisher's UK advertising business, said that he expects it will expand across the Atlantic in the near future.

Tuesday, 10 February 2015

New campaign shows support for Scottish newspaper industry

Over 60 chief executives, managing directors and marketing directors have shown their support for the Scottish newspaper industry, by championing a campaign that highlights their important role in today's Scottish media industry and their increasingly multi-platform readership.

SNS are celebrating the importance of Scottish newspapers
The campaign has been launched to celebrate 100 years since the foundation of the original Scottish Daily Newspaper Society, which later joined forces with the Scottish Newspapers Publishers Association to form the Scottish Newspaper Society (SNS) in 2009.

Figures have been released stating that the Scottish media industry contributes £1.2 billion to the country's economy, with a staggering 64% of that sum coming from the newspaper and publishing industry. The report from Ebiquity also found that those who invested in press advertising earned £1.48 for every £1 spent in 2014.

US tycoon Donald Trump, who owns a luxury golf resort in Aberdeen, is the most high-profile businessman to put his name to the campaign, declaring that the impact of advertising in the Scottish media "can't be underestimated."
Donald Trump has hailed the impact of the Scottish newspaper industry
SNS has also been able to garner support from the likes of Aberdeen Asset Management chief executive Martin Gilbert and Royal Bank of Scotland chairman Ken Barclay for the campaign which recognises the contribution newspapers in Scotland make to business and society.

 

Thursday, 5 February 2015

The Daily Mail hit new online heights as newspaper revenue declines

It's been a mixed first-quarter for the publishers of The Daily Mail as a fall in newspaper circulation figures and print advertising revenue cast a shadow over the news that the newspaper's online site is going from strength to strength.

various types of digital devices capable of streaming
Will DMGT's focus on digital over print cost them?

Daily Mail and General Trust (DMGT), who also own Metro.co.uk and Wowcher, reported that increased popularity of their MailOnline website has resulted in a 21% rise in digital advertising revenue, after the website reached a staggering 200 million global monthly unique browsers in December 2014. 

The Daily Mail have recently put more focus into their online and digital platforms, with heavy investment into MailOnline in particular. The site now has a total of around 120 journalists employed in its New-York based newsroom alone.

Despite the success of MailOnline, though, DMGT must surely have concerns over their flagship newspaper. Although they have claimed results for the first-quarter were as expected, the newspaper saw a 4% fall in circulation revenue due to a decline in sales figures. Print advertising revenue therefore also worringly fell by around 10% to £48 million, and although this is still a much higher figure than the amount raked in from digital ads, the Daily Mail will no doubt be hoping that this trend doesn't continue for too long.


Tuesday, 27 January 2015

Integrating print and digital - the best of both worlds?

With the growth of digital and online marketing, many companies may have considered downsizing, or perhaps even completely abandoning, their print advertisements. While it's important to be seen to be 'moving with the times' by producing quality online campaigns, neglecting print methods will see a large section of your potential audience miss your advertising. There are still a number of benefits of launching campaigns in print, which can lead to many businesses feeling unsure of where their focus should be.

Instead of looking at your digital and print campaigns as separate entities, it can be a great idea to see how you can integrate the two and get them working together.

Many companies nowadays, including some huge global brands, will use print advertisements to encourage magazine and newspaper readers to get online and find out more about their product or campaign - essentially turning their print campaigns into 'teasers.'

One of the most common methods of doing this is the use of hashtags in print ads. This is a popular trick employed by many; most noticeably sports manufacturers. In the build up to the 2012 Olympics in London, Nike's famous print campaign featured black and white shots of athletes and the social media call-to-action of #MakeItCount, encouraging people to search the hashtag on Twitter and drive traffic to the brand's online presence through the use of traditional media.
two images side by side: female athlete mid hurdle, male basketball player about to dunk the ball.
Nike's 2012 campaign encouraged social media interaction

Another method, although not every consumer's cup of tea, is the use of Quick Response (QR) codes in print adverts. With the ever-increasing presence of smartphones amongst consumers, these barcode-style QR codes can be scanned by most devices, taking the consumer to more information about the product or brand, playing videos, showing images or sending them to the company website. Be warned, though - QR codes have gained a reputation as the Marmite of the marketing world.
Ralph Lauren magazine ad with smartphone scanning QR code on page.
 Some feel QR codes are unappealing, but they do have their uses

Tuesday, 20 January 2015

Netflix-style magazine service aims to win over print readers

When the first iPad was released in 2010, it was thought and hoped by many that the move of magazines from physical form to tablet versions would be the ‘saviour’ of the magazine industry. Household names were quick to get on board with the trend and began producing digital versions of their publications in the form of mobile apps.

Figures compiled by Bloomberg, however, show that only 4% of overall magazine circulation is made up of app subscribers, with the majority of readers still opting for a traditional, physical magazine instead. And although the growth of magazine apps has continued to grow since launching, this growth has slowed down in the past 18 months.

Extreme close up of various magazines layered over each other, with a Tablet on top, at the forefront.
Magazine apps are struggling, according to statistics

Hoping to revitalise the magazine app world is Magzter, who have just launched a new Netflix-style newsstand service, which allows users to pay a monthly subscription and in turn have unlimited access to 2,000 online versions of magazines. Magzter has existed for a while, but as a pay-to-read service designed for purchasing individual titles. The new Magzter Gold package, though, grants users access to huge number of magazines across iOS, Windows, Amazon and Android apps for a flat monthly fee.

Magzter will look to provide competition for Next Issue Media, who launched back in 2011 with a much more limited range of magazines – about 140 – but with a similar pay-per-month/all-you-can-read setup. Next Issue have just secured a lucrative $50 million investment from private equity firm KKR for their first big marketing push, so the arrival of Magzter Gold could create an interesting battle for the digital magazine market.

Of course, these kinds of services have a long way to go before they’re able to reach the levels of Netflix and Spotify, who boast 50 million and 12.5 million users respectively. But with heavy investment in Next Issue and healthy competition to be provided by Magzter, could 2015 be the year that kick starts the magazine migration from paper to pocket, or will readers still opt for a physical copy of their favourite publication?

Wednesday, 14 January 2015

Charlie Hebdo 'survivor issue' smashes print sale records

French magazine Charlie Hebdo has seen its latest issue set record sales figures, with copies of the weekly publication completely selling out in France.

It’s the first issue of the satirical magazine to be released since twelve staff members were killed in the attacks on their Paris headquarters on 7th January, with thousands queueing up at newsstands for hours before dawn in order to try and pick up one of the first copies of the new release.

People lined up in a queue for Charlie Hebdo 'Survivor's' edition
 A queue at 6am for Charlie Hebdo (via @lucbronner)

Charlie Hebdo usually has a circulation of about 60,000 copies, but due to an overwhelming and phenomenal demand, publishers announced that they would be increasing the print run of their ‘survivor’s issue’ to a staggering 3 million in order to satisfy demand. This number has since again been raised, with approximately 5 million copies being printed. The issue is also available in six different language versions.

Local newsagents and newsstands in Paris sold out within minutes of opening, as the French people looked to show their support for the magazine. All proceeds from the magazine sales will go to the victim’s families.