Mag Bag: 25% of Subs Come From Web


MPA: 25% of Subs Come From Web

While magazine publishers are still determining how to make money from online advertising, there's no question that they have succeeded in establishing online sales channels for print magazine subscriptions, according to a new survey from the Magazine Publishers of America.

Specifically, the MPA found that online sales now account for 24% of all new magazine subscription sales. That's almost double the 2006 figure of 13%, and up from 17% in 2007, 21% in 2008 and 22% in 2009. Overall, online sales channels account for 13% of all subscriptions -- both new and renewed -- this year.

Among the survey's other findings: magazine-branded Web sites accounted for 43% of all new subscription sales, and 93% of Internet subscriptions come directly to magazine publishers, as opposed to through an intermediary.



The April MPA survey of 14 companies tracked subscription sales channels for 62 magazines, comparing year-over-year sales figures from the first quarter with the same period in 2009. MPA President and CEO Nina Link remarked: ""Magazine publishers are being smart about leveraging online marketing opportunities to expand their audience, grow readership and increase subscription revenues."

However, it's worth noting that the total number of magazine subscriptions appears to be in decline. According to figures from the Audit Bureau of Circulations, the total number of paid subscriptions to consumer magazines rose slightly from 322 million paid subscriptions in 2007 to 325 million paid subscriptions in 2008, but then tumbled to 279 million in 2009.

Popular Mechanics Launches iPad App

Popular Mechanics has debuted a preview edition of the forthcoming magazine app for the iPad for $1.99. (Hearst has not decided on the price for future, full editions of the magazine app.) The preview edition of the app covers editorial topics, including personal technology, science, cars and home improvement -- bringing this content to life with embedded video, 3D building plans, and interactive animations.

Among the features are an interactive Earthquake Tracker; an animated, step-by-step demonstration to accompany a piece on building a tool-charging station; and an animated illustration of an "extreme" free fall without a parachute.

Jim Meigs, editor in chief, noted: "While our first app is mainly a test issue to see how PM translates to the iPad, we believe our readers and the technologically curious will be entertained and informed by what we've created."

Conde Nast Elevates Dadich

Scott Dadich has been promoted to the new role of corporate executive director for digital magazine development at Conde Nast, giving him an array of new responsibilities, in addition to his current role as creative director for Wired.

Dadich, who recently led the development of Wired's popular iPad app, told Mediaweek he will be working to develop simultaneous print/digital publishing systems for the company's magazine brands. "We're continuing our partnership with Adobe and entering Wired-like development projects to bring titles like The New Yorker to e-reading devices this fall."

ABM Names Pettit President/CEO

American Business Media named Clark Pettit as president and CEO, succeeding Gordon T. Hughes II. Previously, Pettit worked as GM for North America and EVP, product strategy for Accenture Digital Media Services. He also worked at Ascent Media Group, a division of Liberty Media, as SVP in its global digital media group.

Larocca Heads Fashion For New York

New York has named Amy Larocca to the post of fashion director for the title, giving her a lead role in one of the magazine's key editorial content and advertising categories. Larocca previously served as a contributing writer for the magazine, usually covering the fashion world. In her new role, she will be responsible for overseeing two annual fashion issues and will choose the "Fashionables" trends that appear in its "Strategist" section. She will also continue to contribute to the magazine's fashion-centric blog, "The Cut."

1 comment about "Mag Bag: 25% of Subs Come From Web".
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  1. Edward Omeara from MediaHound, July 9, 2010 at 10:42 a.m.

    So why did I just receive a direct mail subscription piece from Wired Magazine offering me the professional rate of $10, a whopping $49.88 off the regular price, plus a free Wired laptop bag, with NO mention - not one - of their digital edition? I'm sorry, but I don't give subscription managers, marketing directors, or their publishers much hope for survival when they continue to use these inane, misguided tactics.

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