It's Not About the Delivery Platform - Content Remains King
Relevant, relevant, relevant
Content relevance is where magazines have to tune up their game. Over three quarters (78%) of consumers admit that relevant, personalized content and promotions would increase their advocacy and loyalty. Yet, 57% of respondents don't believe their favorite mags know them well, and an astonishing 70% have never been surveyed about the content they prefer or would like to receive. Most say they'd be more than happy to participate in such a study.
So magazine publishers are clearly dropping the ball. Or, distracted by plummeting ad dollars, maybe they don't even have their eye on it.
“Relevance reigns as consumers demand more use of their own preferences, regardless of what channel advertisers choose to leverage,” says Zoratti. “Publishers are looking for ways to offer marketers more robust and attractive advertising options, but the most measurable, trackable and targeted approach has yet to be deployed. Precision marketing techniques, regardless of channel, will ensure that publishers retain and build loyalty and advocacy among their readership; marketers achieve measurable, quality engagements with consumers; and consumers get what they want in the channel they most value.”
Zoratti cites a study in our own industry, publshed in the January 2010 issue of the late Graphic Arts Monthly magazine. It tested personalization as a way to re-engage subscribers, fortify declining ad revenue and integrate the on-line/off-line experience. Readers could select the leading topics they wanted to see and received a unique magazine with personalized URLs (generated using MindFire, Inc. software) inside the front and back covers. GMC Software's PrintNet T did the heavy lifting for the customized covers that were produced on InfoPrint 5000 color inkjet printers.
The results from the study showed the importance of content: 84% said relevant content matters most in selecting subscriptions, while nearly six in ten (59%) said irrelevant content drives them to unsubscribe. Over half (52%) said magazines should be available in print to encourage initial subscription. Nearly half (46%) said personalization of the January issue improved their opinion of the brand and 62% were likely to recommend the magazine based on the customization of January issue.