I've been saying this is what magazine publishers should be doing for digital issues for years. At least mainstream popular mags.
For their print editions they mail surveys to a subset of readers, use those results to show advertisers what their subscriber base is made of. The advertisers create a one-size-fits-all print ad for all those people.
And then for digital... they continuing doing the same thing and wonder why no one wants to pay for their ads!
Deliver a digital issue for free each month with a 3 to 5 question survey before download. BUILD ON the results each month, so you get a personalized ad profile for that reader. And then DELIVER appropriate targeted ads in the issue to that reader.
I realize I'm not revealing anything new or ground-breaking, but I've worked in the publishing industry and you wouldn't believe how many high-level people don't understand this at all.
Not only are the digital magazine products right now terrible themselves, the ad model is completely broken, and I've seen almost no progress on either front. Time is running out for these guys.
Comments
I've been saying this is what magazine publishers should be doing for digital issues for years. At least mainstream popular mags.
For their print editions they mail surveys to a subset of readers, use those results to show advertisers what their subscriber base is made of. The advertisers create a one-size-fits-all print ad for all those people.
And then for digital... they continuing doing the same thing and wonder why no one wants to pay for their ads!
Deliver a digital issue for free each month with a 3 to 5 question survey before download. BUILD ON the results each month, so you get a personalized ad profile for that reader. And then DELIVER appropriate targeted ads in the issue to that reader.
I realize I'm not revealing anything new or ground-breaking, but I've worked in the publishing industry and you wouldn't believe how many high-level people don't understand this at all.
Not only are the digital magazine products right now terrible themselves, the ad model is completely broken, and I've seen almost no progress on either front. Time is running out for these guys.