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Issue for May 2015

Email Newsletters as Platform Publications

Posted on Thursday, May 28, 2015 at 3:39 PM

Email Newsletters as Platform Publications

In the news: Exploring opportunities presented by email newsletters.

Much of the multiplatform publishing discussion revolves around print, tablet/digital editions, and social media. This week, Lucia Moses of Digiday.com discussed another opportunity for publishers: email newsletters.

E-newsletters present a unique opportunity for publishers because they allow content producers a level of control they don't enjoy on platforms they don't own (e.g., social media sites). "At a time when publishers are increasingly pressured to publish on others' platforms," Moses writes, "email newsletters let the publisher control the user experience and advertising revenue."

A major flaw in magazine brand newsletter strategy is treating the product solely as clickbait. Moses says, "As people shift reading to mobile devices, where publishers' article load times are notoriously slow, there's an even stronger case to be made for the self-contained email newsletter that doesn't require clicking out." Read the complete article here.

Also Notable

AP Stylebook Updates

This week, the 2015 edition of the AP Stylebook was released. The revised guide contains hundreds of updates, particularly in the sports section, and a massive 85-page index for reader reference. Read more about the style changes here.

Magazine Media Factbook 2015

Also released this week was MPA's Magazine Media Factbook 2015. A PDF of the annual report is available here. In a press release, the magazine lists "22 Tweetable Truths about Magazine Media" from the updated factbook. According to the list, "91% of U.S. adults read print magazines," "The number of magazine media mobile web visitors grew over 65% in Q1 2015 vs. 2014," and "61% of readers take action after seeing a print magazine ad." Read the complete list here, and download the 2015 Factbook here.

Gauging Media Agency Expectations

What exactly do media agencies expect when dealing with magazine publishers? Bernard Cools of the Belgian media agency Space shared his thoughts at the FIPP Insight Forum last week. Read his comments here.

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