90% of Magazine & Newspaper Publishers Producing Mobile Content

Mobile

December 20, 2012 -- In 2009, the Alliance for Audited Media (then known as the Audit Bureau of Circulations) first surveyed its U.S. and Canadian newspaper, magazine and business publication members to learn more about their digital initiatives and strategic plans. At that time, 51% of publications had developed mobile-optimized content. Four years later, the number has jumped to 90%, with the remaining 10% expected to join suit within the next 12 months -- and the question has shifted from strategies to the profitability of digital efforts.

Additional findings from the study, How Media Companies are Innovating and Investing in Cross-Platform Opportunities, conducted by the AAM in conjunction with Roslow Research:

PUBLISHING ON MULTIPLE PLATFORMS
 

• Publishers are distributing their content on multiple platforms: 87% have iPad apps, 85% have iPhone apps, 75% have Android apps, 67% have Kindle apps, 57% have Nook apps.

MOBILE PROFITABILITY
 

• More than one on 5 publisher respondents (22%) report their smartphone apps and tablet platforms are currently profitable. More than half expect these platforms to become profitable over the next two years.

Source: AAM, How Media Companies are Innovating and Investing in Cross-Platform Opportunities, 2012

• How are publishers monetizing mobile and how is that revenue offsetting print declines? Unlike the print model that relies heavily on ad revenue, 77% agreed mobile revenues must come from both advertising and circulation, up from 52% in 2009.

• Today, 54% of respondents say mobile currently represents up to 10% of ad revenue. Within the next two years, 46% expect mobile to represent 10% or more of their total ad revenue.

Source: AAM, How Media Companies are Innovating and Investing in Cross-Platform Opportunities, 2012

• 56% of respondents report mobile accounts for up to 9% of circulation revenue. – By the end of 2014, 41% of publishers expect mobile to represent at least 10% of overall circulation revenue.

CHARGING CONSUMERS FOR ACCESS
 

• Overall, 56% of AAM publishers charge for their iPad apps, 42% for their iPhone apps, 38% for their Kindle apps and 31% for their Nook apps. Nearly 40% are not currently charging for their content on any device.

• Paywalls were virtually nonexistent a few years ago. Now, 54% of business publications, 48% of newspapers, and 22% of magazine respondents feature a paywall.

• Metered paywall are the most popular type. Almost 40% of publishers use a metered paywall, while 17% are using a hard paywall (payment required to read any content); 33% use a combination paywall that restricts access to premium content.

• Business publications and newspapers expect at least 25% of their audience to only access their content via digital platforms only within the next two years.

PRAGMATISM ABOUT PRINT
 

• The AAM survey finds publishers remain “pragmatic about their print publications.” Less than 15% plan to reduce their print publishing frequency and less than 3% think their publication will be digital-only in the next five years.

About: The survey's in-tab sample consisted of 210 respondents. Interviews were completed online between October 8-26, 2012. Of the 210 respondents, 188 currently distribute mobile content. Type of publications surveyed: Consumer Magazine (58), Newspaper (122), Business Publication (24), Other (6).

Source: Alliance for Audited Media, How Media Companies are Innovating and Investing in Cross-Platform Opportunities, accessed December 21, 2012.