A P P S , R E P L I C A S A N D R E S P O N S I V E D E S I G N : W H I C H F O R M A T O F D I G I T A L M A G A Z I N E S I S R I G H T ? D I G I TA L M AG A Z I N ES A N D M E M B E RS H I P A S S O C I AT I O N S Teresa Anderson Editor-In-Chief Security Management Magazine 1
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S WHO WE ARE • Individual membership • 35,000 global members • Managers in large organizations • Leaders in the security industry • Skew older and conservative 2
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S FLIPBOOK • 2012 • Our first attempt at digital • Swapped the print version out for digital three issues a year with plans to go fully digital • Less copy, more interactive elements • Each page had to have one interactive element 3
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S RESULTS • Anger from all sides • Advertisers refused to create interactive ads • Advertisers did not move ads to other print issues so revenue was lost • The readers were furious • Abandoned after one year 4
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S LET ’S TRY THIS AGAIN • We learned our lesson, we thought • We did our research • People adored the print version. A digital version of the magazine would provide options for international members • Reviewed the technology and bid out the project 5
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S TABLET APP • Adobe • In 2014, we went all in and contracted with Adobe at $35,000 a year for three years • We chose Adobe because of the interactive elements we could produce • Issues were downloadable, did not require connectivity • Launched the first tablet app edition with the first redesigned print issue 6
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S TECHNICAL DETAILS • Designed and published in-house • Trained 5 employees on app production • Integrated into the existing production cycle 7
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S ADDED VALUE 8
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S WHAT WENT WRONG • It was beautiful • Less than 10 percent adoption rate • The readers decided that the print magazine was enough • Advertisers were not interested 9
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S METRICS Reader Trends Total Launches 1000 3000 900 2500 800 700 2000 600 500 1500 400 300 1000 200 100 500 0 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 0 Unique Readers May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 10
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S READER RESPONSE • “I’ll never go digital.” • “I just want to take my magazine on the plane.” • “I’ll just read it on my phone.” 11
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S WHAT WENT WRONG • Readers were not interested in digital • Advertisers were not interested in digital • While we went to the tablet, the world moved to the smartphone • We now have a pdf imprint of the magazine for international members but readership is low 12
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S THE FUTURE • Our digital direction is evolving • Mobile first, emphasis on the smartphone • Responsive to any environment • Content for the platform 13
D I G I T A L M A G A Z I N E S A N D M E M B E R S H I P A S S O C I A T I O N S Teresa Anderson teresa.anderson@asisonline.org 14
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