PRESIDENT’S COMMENT


The digital rush is on


S


ome interesting results from the Alliance for Audited Media in the US were released in February. Digital edition sales in the US consumer


magazine market in the period July to December 2012 stood at a combined eight million, accounting for 2.4 per cent of total circulation. It sounds small, but note that this is more than double the 3.2 million of a year earlier. Note also that only 65 per cent of titles chose to report their digital sales – some of the biggest titles in America, like Better Homes & Gardens, Time, and Sports Illustrated, did not report, which would indicate that digital edition sales are even higher. It’s a sign of three things: That we are just


in the infancy of the digital opportunity; that the pace of take-up of digital editions is mov- ing fast; and that the opportunity is large. I had these thoughts when attending the Association of Indian Magazines Confer- ence in Mumbai a short while after the AAM Report was issued. Here is a market


which we’ll look to introduce in each issue. All this information about the rise of


digital editions makes for good news for the finance directors of the indus- try, desperate to find new sources of revenue. It also gives advertising man- agers a positive, new, sales story. Or does it? There is a danger that we


are about to replicate mistakes of old. Mary Berner, new CEO of the MPA the


magazine media association of America, points out that circulation data does not capture the total audience now engaged in magazine media. It’s like, as she further points out, measuring TV audiences by the number of TV sets sold. Making the dia- logue about audience can only play to the strengths of magazine media brands as we are the medium that consistently proves the depth of engagement that we have with the audience. FIPP’s Proof of Performance report (www.fipp.com/POP) highlights so many surveys and ROI studies that demonstrate


“The rise of digital editions is good news for finance directors of the industry desperate to find new sources of revenue...”


younger in digital terms, but it was clear from the presentations and audience questions that they could see a real digital prize. One publisher told me in confidence that 25 per cent of their subscriptions were now digital. Much smaller absolute numbers than in the USA of course, but an indication of poten- tial. Interestingly another Indian publisher was excited about the digital sales of his magazine that covered Bollywood celebrity given the huge Indian Diaspora that exists worldwide. Yet another example where digi- tal editions are finding a new, international audience in a borderless business world. Here at FIPP, we want to keep in step


with the industry and this issue of Magazine World is now available on tablets, as a digi- tal edition with the help of YUDU, and as an app, working with Stonewash (see page 6) and designed to showcase new features


and quantify that engagement, especially, as recent studies show, in digital editions. Our story is much better than


crude circulation figures. This too became clear at the AIM Con-


ference when the top four advertisers, responsible for the placing of 50 per cent of magazine media advertising, explained how they were disappointed at a sales approach that focussed only on winning spend away from direct magazine competitors and a story based on circulation numbers. A ‘mantra’ is a group of words considered capable of creat- ing transformation. They originated in India. As Ashish Bhasin, CEO of the Aegis Group in South East Asia urged, ‘Carry the conviction of your medium.’ As a modern day mantra for the magazine industry, that works for me.


Chris Llewellyn, president and CEO, FIPP


The worldwide magazine media association Queens House, 55-56 Lincoln’s Inn Fields, London WC2A 3LJ, UK fipp.com info@fipp.com


MAGAZINE WORLD Editor Amy Duffin (amy@fipp.com) Managing editor Karen Taylor Designer Ian Crawford


FIPP Chris Llewellyn, president & CEO Helen Bland, company secretary/information services director Natalie Butcher, events executive Stuart Hands, commercial manager Cobus Heyl, marketing & membership services manager Claire Jones, events manager Christine Scott, vice president Jenny Stubbs, training coordinator


FIPP MANAGEMENT BOARD Chairman David Hill, president & CEO, International Publishing Services, IDG (International Data Group), USA Vice Chairman Fabrizio D’Angelo, managing director, Hubert Burda Media Holding, Germany ; John Relihan, CEO, Media24 Magazines, Media24, South Africa Treasurer Erwin Fidelis Reisch, CEO, Alfons W. Gentner Verlag, Germany Immediate past chairman Aroon Purie, chairman & editor-in-chief, The India Today Group President & CEO Chris Llewellyn, president & CEO, FIPP, UK


FIPP ADVISORY BOARD Hubert Burda, chairman of the board & publisher, Hubert Burda Media Holding, Germany Thomaz Souto Corrêa, member of the board of Abril Group, Editora Abril, Brazil Axel Ganz, president, Axel Ganz Communication, France George Green, consultant, Hearst Corporation, USA Akira Nagata, special advisor, Nikkei Business Publications, Japan


DIRECTORS Clark Pettit, president & CEO, ABM, USA Matt Stanton, CEO, ACP, Australia Ralph Büchi, president, Axel Springer International, Axel Springer, Germany Eckart Bollmann, executive board member, Bauer Media Group, Germany Shi Feng, president, China Periodicals Association (CPA), China Pierre Lamunière, chairman, Edipresse Group, Switzerland Alfredo Ogawa, Editorial Services Director, Editora Abril, Brazil Rodrigo Sepúlveda, CEO, Editorial Televisa, Mexico Jacques Louvet, president, Fédération Nationale de la Presse d’Information Spécialisée, France Torsten-Joern Klein, president, G+J International, Germany Marcelo Burman, president & CEO, Grupo Cerca, Costa Rica Victor Shkulev, chairman of the board, Hachette Filipacchi Shkulev/ InterMediaGroup, Russia Rupert Heseltine, chairman, Haymarket Media Group, UK Duncan Edwards, president & CEO, Hearst Magazines International, USA Munefumi Bando, chairman, JMPA & COE, Kurashi-no-techo, Japan Young Chull Kim, chairman & group publisher, Kaya Media Corporation, Korea Mary Berner, president, Magazine Publishers of America, USA Stefano de Alessandri, vice president of magazines, Mondadori, Italy Terry Adamson, executive vice president, National Geographic Society, USA William T. Kerr, member of the board, Arbitron, USA Barry McIlheney, CEO, PPA, UK Svida Alisjahbana, director, PT Gaya Favorit Press (Femina Group), Indonesia Enrique Iglesias, CEO, RBA Revistas, Spain Ken Whyte, President, Rogers Publishing, Canada Dick Molman, CEO, Sanoma Media Netherlands, Lisa Gokongwei-Cheng, president, Summit Media, The Philippines James L. Jacovides, vice president, international, Time Inc., USA Alexander Lindholm, CEO, United Magazines, Finland, Stephan Scherzer, CEO, Verband Deutscher Zeitschriftenverleger, Germany (Ex-oficio) Enrique Micheli, executive director, Asociación Argentina de Editores de Revistas (AAER), Argentina


Please note: The opinions expressed in this


magazine do not necessarily represent the views of FIPP.


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