According to research from the Magazine Publishers of America (MPA), magazine subscriptions that originated from the internet will represent 22 per cent of new business sales among member titles in 2009. This highlights the steady increase in online marketing being undertaken by publishers since online results were compiled in 2006 with the figure at the time being 13 per cent. This figure grew to 17 per cent by 2007 and 21 per cent in 2008.
The most recent survey was conducted among member magazines in spring 2009 covering 2008 actual sales and forecasted sales for 2009. Four year trend statistics are taken from an analysis of publications that participated in both surveys.
Nina Link, president and CEO of the MPA said "Magazine publishers are smartly levering online marketing opportunities to expand their audience, grow readership and increase subscription revenues. The web is becoming the number one source for direct-to-publisher subscriptions for member magazines."
Other significant findings from the survey include:
• The internet will represent 14 per cent of total subscription sales (new and renewal) in 2009, up from 7 per cent in 2006.
• Magazine branded websites are the leading source of internet subscriptions, representing 45 per cent of sales.
• Other leading internet sources include email, cross selling, upsells, offline to online marketing and third party partnerships and affiliates.
• Search engine marketing represents a smaller source of subscriptions but growing rapidly
• Subscriptions from Amazon.com are forecasted to increase 35 per cent in 2009.
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