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Magazine Digital Initiatives Help Drive Website Growth

12 Aug 2009

Research from the Magazine Publishers of America indicates that consumer magazine companies are embracing all forms of digital opportunity to beef up their selling propositions.

 

Consumer magazine companies announced 76 digital initiatives during the first quarter of 2009, a 10% increase year-over-year, according to research from Magazine Publishers of America (MPA). Among the new initiatives announced by consumer magazine publishers so far in 2009 are iPhone and other cell phone apps, video for websites and mobile devices, Twitter feeds, content-sharing partnerships, integrated marketing initiatives and online social networks.

 

At the same time, based on MPA's analysis of Nielsen Online-supplied data from 476 consumer magazine brands online, magazine websites averaged 75.8 million unique monthly visitors' during the first quarter, marking a 7.2% gain over first quarter 2008. This increase reflects more than double the rate of growth for the overall U.S. Internet audience, which rose 3.2% in the first quarter. The average first quarter monthly reach for magazine websites grew to 45.1% of the total U.S. Internet population, up from 43.4% in 2008. The time spent by consumers on magazine websites also rose, registering a 1.3% uptick first quarter 2009 versus same period 2008.

 

MPA-member publishers who announced digital innovations in the first quarter of 2009 include:

 

  • American Express Publishing Corp.: Integrated marketing, cross-platform media content
  • The Atlantic: Online politics and news channels
  • BusinessWeek: Twitter feedsComplex: Expanded ad networks
  • Condé Nast Publications: Content distribution, ad sharing partnership with Hulu, bridal planning tools, partnership with Bloomingdales, mobile shopping, integrated marketing partnership with Showtime and Macy's, online book club, social network
  • Congressional Quarterly: Mobile content, with Blackberry and iPhone compatibility
  • Ebony: Film, video production and distribution partnership for online and mobile
  • Forbes: New online networks, new science section on website
  • Foreign Affairs: New website, online archive
  • Harper's: Searchable online index
  • Hearst Magazines: Cross-platform media content, online video, eBay partnership, content distribution partnership, ebook magazine reader device, online fragrance database and fragrance finder, online retail partnerships
  • Kiplinger's Personal Finance: Online insurance center, car rank tools, slideshow
  • The Knot: Social networks applications acquisitions
  • Make: Cross-platform distribution, iTunes distribution, YouTube partnership
  • Martha Stewart Living: Twitter feed, new website, new blogs
  • Meredith Corp: Online ad portals, women's online network, social network for cooking and food recipes
  • Mother Jones: Website redesign, social networking tools, online community tools, open source code, user-generated content (user-built applications), enhanced user profiles
  • National Geographic: Ongoing collaboration with Google Earth, content sharing partnership, new web portal
  • Newsweek: Twitter feed
  • Outside's Go: Digital editions, video
  • People StyleWatch: Text shopping features expanded, integrated marketing
  • Playboy: Free online archive of back issues
  • Popular Science: Partnership with Science Channel, digital magazine launch
  • Rodale Inc.: Integrated marketing programs, multiplatform content, mobile applications
  • Time Inc.: Website relaunches, iPhone applications, WAP sites, cross-platform content, content sharing partnerships, user-selected content, digital editions, broadband video, original online programs, makeover tool
  • Time Out New York: Content sharing partnership
  • TV Guide: Twitter feed

 

OPINION/FEEDBACK TO THE EDITOR



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