SYS-CON MEDIA Authors: Jim Kaskade, Yeshim Deniz, Elizabeth White, Greg Ness, Sean Houghton

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2012 Godengo+Texterity Publisher Monetization Survey Results Encouraging, Certified by BPA Worldwide

For the seventh consecutive year, BPA Worldwide has audited an annual publishing industry survey conducted by Texterity -- now Godengo+Texterity following an acquisition last March. http://www.texterity.com; http://www.godengo.com Godengo+Texterity is a leading provider of digital, mobile, and website publishing solutions.

The 2012 survey, which stayed open throughout the month of September, was conducted by e-mail and aimed at publishers, focusing on the monetization of digital editions, magazine apps, and websites. Salient findings from 139 completed surveys in B2B, Consumer, Association and Niche sectors point to promising potential but also flag the need for education and experimentation.

Highlights

  • 88% of publishers sell advertising across platforms
  • 77% generate ad revenue but many underutilize digital rev gen tools
  • Respondents agree that audience data is important yet 75% don’t use it thoroughly
  • 3 out of 5 digital publishers are seeing increases in circulation and advertising revenue
  • 38% plan a website redesign or CMS overhaul to enhance monetization
  • Largest advertisers are willing to cross channels, yet current budgets are largely in print

Conclusions

  • Publishers no longer rely on one channel of delivery
  • Publishers and advertisers agree that one size no longer fits all
  • Publishing teams tend to be small but are starting to see success in monetization
  • While flagship titles already publish cross-channel, dominant growth is in mobile
  • Publishers grapple with free vs. paid content and the complexity of multiple platforms
  • Respondents see opportunity in reader engagement and user metrics

“For us, the most outstanding finding is that survey respondents – our customers – outperform the industry average 3:1 in generating digital revenue,” says Kim Keller, EVP of Sales for Godengo+Texterity. “Veronis Suhler Stevenson puts today’s industry rev gen average for digital at about 5% while our Consumer publishers are seeing 14% and our BtoB publishers are seeing 16%. That’s very encouraging. And yet there is tremendous room for growth, since many publishers haven’t fully explored digital tools and sponsorship selling.”

Some of the underutilized rev gen tools for digital and app editions include video, custom linking, blow-ins, issue/app/email sponsorships, welcome pages, launch images or splash screens, ads with rich media, and digital supplements.

For websites: sponsored content, directories, event/webinar registration, interstitials, merchandise sales, microsites, member log-in, content syndication, and local retail programs are also not maximized. Consequently, even “Successful” website publishers have opportunities to raise the bar.

Glenn Schutz, Manager of Communications for BPA Worldwide, echoes this optimism: “It’s great to see media owners recognize the value that the digital platform can bring to their brand. For our members, digital circulation continues to grow and serve as an important means to reach subscribers. According to our latest analysis for those titles reporting it, digital circulation constitutes more than 21% of their total audience. That’s up from 19% just six months ago.”

This year’s survey report – free to the public – also includes verbatim comments and 3 Monetization Spotlights featuring Entrepreneur Magazine, Food Safety Magazine, and Meetings & Conventions.

The complete survey report, digitized for easy reading, is available at no cost via http://www.texterity.com/inforequest and will be discussed in a webinar called “Turning Digital Into Gold” at 2 p.m. EST on Tuesday, November 6, 2012. Sign up here: https://event.on24.com/eventRegistration/EventLobbyServlet?target=registration.jsp&eventid=533756&sessionid=1&key=21789060F30797137DAB064B35564E3B&partnerref=texterity&sourcepage=register

Footer:

Godengo+Texterity (http://www.godengo.com; http://www.texterity.com), a leading provider of digital publishing solutions, has offices in Southborough, MA; Berkeley, CA; and Minneapolis, MN. Serving more than 1,200 titles, Godengo+Texterity builds digital editions, monetized websites, and native magazine-branded apps, working toward a unified publishing platform that will provide efficiency and economy to publishers. Godengo+Texterity is currently developing in HTML5 technology to bring Responsive Design into their 2013 offerings. This survey can be accessed free of charge at http://www.texterity.com/inforequest by selecting “2012 Publisher Monetization Research.”

BPA Worldwide (http://www.bpaww.com) was founded in 1931 as a non-profit organization governed by a tripartite board of media owners, advertising agencies and advertisers. Headquartered in Shelton, Connecticut, USA, with a media owner membership in excess of 2,000, BPA’s influence spans more than 30 countries and constitutes the largest of any media-auditing organization. BPA provides audit services for more than 2,700 media properties – including B-to-B publications, consumer magazines, newspapers, web sites, events, email newsletters, databases, wireless and other advertiser-supported media.

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