1 / 14

‘Routes To Success for Consumer Magazine Websites’

‘Routes To Success for Consumer Magazine Websites’. Guy Consterdine FIPP research consultant Guy Consterdine Associates Budapest, March 2008. FIPP ‘Routes To Success’ studies. Consumer websites 2003 2004 b2b websites Consumer websites 2005 2006 b2b websites Consumer websites 2007.

shiela
Download Presentation

‘Routes To Success for Consumer Magazine Websites’

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ‘Routes To Success forConsumer Magazine Websites’ • Guy Consterdine • FIPP research consultant • Guy Consterdine Associates • Budapest, March 2008

  2. FIPP ‘Routes To Success’ studies • Consumer websites 2003 • 2004 b2b websites • Consumer websites 2005 • 2006 b2b websites • Consumer websites 2007

  3. Objectives • To examine good practice online, among successful websites • To learn about ways in which success was measured and achieved • To share some of the lessons

  4. Method: 2007 • Universe: consumer magazine websites, which the publishers considered to be successful • Not intended to be representative of all consumer magazine websites • Publishers invited to complete an online questionnaire • 44 responses; 37 eligible (b2b excluded)

  5. 2007 findings:Main objectives of websites • Four objectives stood out: • To create new revenue streams in long term • To expand audiences beyond the print audience base • To attract new readers for the printed magazines • To build a community around the brand

  6. Sources of revenue • Earnings from website (c ½ of all revenue) • Internal funds provided centrally (c ¼) • Internal funds from magazine (c ¼) • Earnings from website: • ad revenue accounted for just over half (mainly display ads) • Wide variation from one website to another

  7. Profitability • Not the only criterion of ‘success’ • Profitable: c ½ websites (big increase since 2003) • Breaking even: c ¼ • Losing money: less than ¼

  8. Audiences • Strongly rising • Almost all sites attracted new audiences (not readers of printed magazine) • New web-only audience equates to 20% or more of print audience, for two-thirds of sites

  9. The web-only audiences • 3 main categories: • People who are outside the defined primary target audience • People within primary target audience, insufficiently committed to the brand to buy the magazine • People outside the home country (locals, as well as ex-patriates)

  10. Website content:what attracts the new audiences? • 5 main factors: • Sense of community • Interactive content • Sheer scope of material available online • Time-critical content • Searchable archives & databases

  11. New online-only advertisers • c 8/10 websites have attracted new online-only advertisers • Growth since 2003 & 2005

  12. What attracts the online-only advertisers? • Audience type and size • Low cost • Advertisement packages • Speed with which ads appear • Interactivity • Sales leads • Continuous presence • Measurability

  13. Online competitors for audiences • c ½ websites: mainly different from competitors for printed magazines • The new competitors online: • Mainly online-only ‘pure players’: portals (e.g. MSN, Yahoo), online communities/networks, other specialist web-only services • Also traditional media (e.g. TV channels’ websites)

  14. Download the report • www.fipp.com • Click on ‘Publications’

More Related