Report: Publishers to Use a Variety of Channels to Reach Audiences in 2014
January 30, 2014 -- A study conducted by WoodWing Software, a multi-channel publishing system developer, examined relevant publishing technology trends for 2014. A total of 125 participants – mainly from the Americas (38%), Europe (54%) and the Asia-Pacific region (8%) – were queried about their publishing strategies and the use of social media. Respondents were mainly from newspaper, magazine and corporate publishers as well as advertising agencies and marketing departments.
Multi-Channel Approach is Lead Strategy for 2014
The study finds publishers, agencies and marketers utilizing a variety of publishing channels to reach its audience. The majority of respondents (59.2%) favor the combination of print, web, mobile, tablet and social media.
Examining various "first" approaches, print can look forward to continued strong support, with 21.6 % favoring a print first strategy; by contrast, only 5.6% will pursue a web first approach, 4.8% to focus on a mobile first, and just 1.6% say they will reach their audiences with a social media first strategy.
Source: WoodWing, 2014
Facebook Top Social Media Platform, Brand Awareness Primary Goal
The main reasons survey participants plan to connect with readers via various social media channels is to increase brand awareness (71.2%) and interact with customers (64.8%). Just 4.8% say they don´t plan to use social media in 2014.
Facebook (77.2%), Twitter (61%) and YouTube (53.7%) dominate as the platforms that respondents say that they will use “for sure.”
There is lesser interest by publishers in other social media platforms: LinkedIn (31.7%), Google+(23.6%), Instagram (19.5%) and Pinterest (17.1 %).
About: The study was conducted from mid-December 2013 to mid-January 2014. It consisted of four multiple-choice questions. The survey was executed based on Formdesk. Participants acquisition was performed via a dedicated newsletter, press releases, social media as well as via relevant groups on LinkedIn and XING.
Respondents came from Europe (54%), the Americas (38%) and the Asia-Pacific region (8%). In Europe, the focus was on Germany (14%), the Netherlands (11%) and both Switzerland and Finland with 3%. In the "Americas" the focus was on North America (25%) and in Latin America on Brazil (5%) and Mexico (4%). In the Asia-Pacific region, the most submissions came from Australia (3.2%).
Related to the industry, the focus was clearly on the fields of newspaper (13%) and magazine (32%) publishing. The majority (17%) of submissions from the marketing segment were from advertising agencies.
Source: WoodWing Software, WoodWing Survey “Trends 2014,” accessed Jan. 31, 2014.