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Media Intelligence : MT Resource Guide 2012
ABA Holistic View of Brands What are the key trends in the U.S. media industry at the moment? There are many trends occurring, but the more significant ones include: • Continuing economic pressures on both publishers and advertisers. • A broad embrace of digital media, which includes websites, tablet editions, apps, social media, e- newsletters, and more. Several large U.S. newspapers have begun employing paywalls on their websites, which appears to be driving digital subscriptions and usage. • A transition away from focusing solely on paid print circulation to a more holistic view of a publisher’s brand across an array of media channels. This reflects how publishers are going to market (i.e. ad sales) and how media planners and buyers increasingly consider their advertising choices. • An overabundance of digital media measurements and metrics, most of which are inconsistent and impossible to compare across media channels. What are the biggest challenges? Again, the economic pressures continue to have a significant impact on our industry. Circulation and advertising revenue are generally declining for publishers. All ABC constituency groups are in a state of adaptation and change, transforming their businesses to the realities of today’s digital world. When did you introduce digital sales reporting? In the U.S. and Canada, we’ve included reporting of digital sales for a decade or more. We now audit and report a broad range of digital media (sales and usage), including websites, apps, tablets, social media, and e-newsletters. There is a desire for greater transparency for all new media. What new services have you launched recently? One of our biggest new areas of interest is for a service we call Consolidated Media Reports (CMR). The CMR is an innovative report that allows magazine and newspaper publishers to show advertisers their total brand, in addition to print data reported on traditional Publisher’s Statements and Audit Reports. Whether it’s social media, newsstand specials, app metrics, tablet editions, or website traffic, as long as it’s part of your brand and can be audited by ABC, it can be on the CMR. The first U.S. newspaper and B2B CMRs came out in 2009 and the first magazine CMR was released in 2011. How are you adapting to the new subscription models being put forward by the big publishers? We have seen significant overhauls to audit rules and standards to adapt to the realities of today’s digital publishing environment. For U.S. newspapers, significant ABC rule changes in the past 18 months have addressed the newspaper industry’s continuing transformation and publishers and advertisers emphasis on cross-media audience metrics, not focusing solely on paid print circulation. The changes include the introduction of ‘verified’ non-paid circulation and branded editions, and new ways to audit and report digital editions published on websites, tablets, and smartphones. Similarly, magazine rules are expected to take effect in 2013 that will require more detailed reporting of digital editions across tablets and other platforms. What is on the horizon for the ABC? In all media divisions, we are moving to an environment of more frequent reporting of data and of greater importance placed on the ABC database that houses this detailed information. The organisation continues to implement strategic change to position itself for the future while serving current and new customers. We are looking forward to celebrating our 100th anniversary in 2014. ABC Interactive U.S. general manager and executive vice president of planning and communications Neal Lulofs discusses the move to a holistic view of brands, Consolidated Media Reports and the continuing update of rules to reflect changes in the market. Digital newsstand Next issue Media launched in the US in april sending ripples through the international publishing community with its novel approach to digital magazine subscriptions. Next issue Media subscribers can pay as little as US$9.99 per month to access unlimited numbers of monthly and bi-weekly magazine digital editions or upgrade to a premium service that includes all titles in the catalogue for US$14.99 per month. leading US publishers Conde Nast, Hearst, Meredith, News Corp and time inc. were behind the venture, which allows users to browse, manage and read all their favourite titles from one single app. the tablet newsstand launched for android tablets initially and an iPad version is expected imminently. “Next issue has delivered an extraordinary digital magazine experience to customers in an easy-to-use app,” said Steve Sachs, executive vice president of consumer marketing and sales at time inc. “the breadth of the catalogue will include their favourites, while providing the opportunity to discover new magazines.” US pUbliSherS band together to laUnch new digital newSStand MediaTitles 67 p67 abaFea_Interv_US.indd 67 11/6/12 12:40:11 AM
Media Trends+Strategy 2012
MT Resource Guide 2013