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Print Publishers Capitalizing on Mobile Market, ABC Survey Finds

November 5, 2010
ARLINGTON HEIGHTS, IL—Nov. 5, 2010—Publisher members of the Audit Bureau of Circulations and ABC Interactive are implementing plans for harnessing the mobile market’s potential and focusing on strategies that increase revenue from the distribution channel. According to a new survey from ABC and ABCi, “Going Mobile: How Publishers Are Solidifying Strategies and Adapting to the Mobile Market,” publishers see digital distribution of their publications as an increasingly important element of their strategic future and are actively pursuing the new dissemination methods offered by mobile Websites, e-readers/tablets, and smart phones to reach a new generation of consumers.

This is the second annual mobile survey from ABC and ABCi. The 2009 survey offered an early stage snapshot of the activities taking place in and around the mobile market. The latest iteration of research provides an update on the extensive developments taking place in this rapidly changing market.

“The mobile market presents extraordinary possibilities for publishers and advertisers alike and both groups are seeking ways to capitalize on the many opportunities,” said Michael Lavery, ABC president and managing director. “The results of our survey indicate that ABC members are in various stages of executing their mobile strategies. Many magazines and newspapers are already implementing their plans and tweaking their offerings while others are following close behind. The interest in ABC and ABCi’s multimedia reports is steadily increasing as more publishers include advertising alongside their mobile offerings and more advertisers seek independent verification of mobile statistics.”

Survey Highlights:

• Mobile continues to receive more attention at newspapers, consumer magazines and business publications this year than last. Last year, 70 percent said mobile was receiving more attention at their publication; this year the number increased to 87 percent. Sixty-five percent believe that digital delivery of their publication is important to their strategic future, up from 55 percent last year.

• Despite the increased focus on the mobile market, publishers still believe that their print publication is valuable and will continue to exist. Seventy-eight percent of respondents overwhelmingly disagreed that their publications would be delivered in a digital-only format within the next five years.

• E-readers are clearly making their impact this year with the introduction of the Apple iPad and other tablet devices. In 2009, 42 percent of respondents believed that e-readers would become vital distribution channels for their publication. This year, that number jumped to 63 percent.
 

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