the best magazines of years past to present
TRANSCRIPT
Nxtbook Media
The Best Magazine You Ever Saw
Presented by:
Michael Biggerstaff CEO/Chief Inspiration OfficerDarren Fowler European Operation Director
Agenda
Nxtbook Media Overview
Nxtbook Firsts Graduate Prospects Hearst – Project Power Grand eFab Shop
Digitally Optimised Magazines
Print Components Creating Digital Conflict
Secrets to Selling Into Optimized Digital Editions
Hall of Fame
Nxtbook Media
Over 2,000,000 digital readers/month
600 magazines per month
10th year of Business
US based company with UK office in Manchester.
Service based organisation
Also, catalogues, brochures and other Products
100% replica until 2006
Nxtbook History
Graduate Prospects
100% replica of print until 2006
2006 Graduate Prospects - our first digital only title.
Graduate Prospects Digital Edition
What it did well
Served as a proof of concept
Maintained brand and rate base
Drastically cut production costs
What it didn’t do well
Layout stayed the same
Only used light Flash for interaction
2008 Hearst Custom Publishing
Single sponsor
No cost outlay until sold
Digital only
Production costs minimal
Layout optimised for the digital reader
Screen friendly fonts
Greater font sizes
Use of RSS feeds
Distributed to Hearst's List & sponsors' lists
Project Power
2009 Grand Magazine
Grand Magazine
Targeted to grandparents
Multiple advertisers
Experimented with paid circ but quickly moved to ad revenue
Greater use of interactivity
Video
Flash
Used a portrait layout to main traditional look and feel
2013 Grand Magazine –Landscape Introduced
Grand 2013
Grand Magazine 2009
Grand Magazine 2013
2012 eFab Shop
First BtoB Optimized Title (6x/yr) For Us
First Optimized Title in their Vertical
Profitable from Issue 1
Heavy Use of Video - Editorial
Advertorial Video
Moved to Our Responsive Design Product in 2/13
2013 eFab Shop
Digitally Optimized Magazines
2009-2013 (10%)
Common attributes
Most are Digital Only
Greater Engagement Times than Websites
More Revenue Generation Opportunities than a Website
Using Interactive Elements to Engage Readers
Seeking a way to stand out
Most Publishers are generating their income £ through ads rather than subscriptions
Most don't have a print component
Print Components Can Create Digital Conflict
Advertisers May Not Change
Boat US Magazine Tried optimizing editorial
content, but not ads Time consuming More people ignored ads Resulting in Low ROI
Conclusion – Moved back to Replica Format
Advertisers can change
AAA - Does an Alternate Print and Digital Optimized Edition
Bad News – Some Advertisers use the same ad
Good News - Some Don’t
Secrets to Selling Into an Optimized Digital Edition
Focus on sponsorships
Readers see the same message throughout the book
Focus on real estate
Where else do you get a full page ad online?
Focus on what digital editions do well
High engagement time
High Click Through Rate
Nxtbook - Hall of Fame
WWF
General Mills
GRAMMYS
Thank you!