FIPP publication/event: Innovations
FIPP INNOVATION FORUM – 26-27 JUNE 2014 The FIPP Innovation Forum is a two-day hands-on seminar focused entirely on what and how to innovative in magazine media publishing across all platforms and channels. Based on the five-year research collaboration between FIPP and Innovation Media Consulting to create the annual FIPP Innovations in Magazine Media World Report, the two-day Innovation Forum will select some of the best case studies and methods applied to innovate magazine media brands in print and digital. The FIPP Innovation Forum will initially outline ‘the innovators’ dilemma’ - how and what to innovate within a company, whether it be incrementally, radically or in a transformative way. Secondly, the FIPP Innovation Forum will present: ‘meet the innovators - key innovative figures will tell their stories in detail and share best practice with results and reflections.
Finally, the event will review the best innovations in magazine media from the past five years from all over the world, with a specific focus on those which increased reach, relevance and revenue.
www.fippinnovationforum.com. Event atendees will receive a free copy of the report, but to buy yours now, visit
www.fipp.com/publications.
Cosmopolitan is allowing readers of its tablet edition to buy products directly from the page
starting to change thanks to smaller screens that can fit in a handbag. Hearst Magazines’ president David Carey said that 10-inch screens appealed to men for magazine content, but that women were reluctant to embrace them. The 7-inch screen such as those found on the Nook or iPad, however, is leading to a surge in female subscribers.
Getting personal A customised glossy women’s magazine in the Netherlands called B the One, offers readers 20 variations of editorial content and the possibility for them to make their own personalised cover. Funded by the Netherlands Press Fund, readers can order the magazine on demand all year long and get their face on the cover of a glossy.
Ecommerce and mcommerce Some 79 per cent of the much sought-after 18-34-year-old demographic now make purchases on a tablet, according to Comscore. Meanwhile, Adobe says more people (52 per cent) prefer to shop on a tablet as opposed to a desktop (40 per cent). Hearst is taking full advantage of these findings and is making all the editorial and advertorial content in Hearst’s Cosmopolitan iPad app available to buy instantly, thanks to technology by Shop Advisor. 72Lux’s technology, Shoppable, allows digital publishers to sell products directly from within their editorial. Teen Vogue’s e-commerce integration will launch this July with a Back-to-School shop on
TeenVogue.com. Again, readers will be able to shop across a range of retailers with a single, on-site checkout system. Time Inc.’s All You has added shoppable capabilities to its tablet edition. Starting with the May issue, customers using an iPad or Kindle Fire can tap a “shop now” icon to see where the product is for sale with a direct link to purchase.
Mobile magazines
The elements required to justify greater investment in mobile development and the reorganisation of staff and scheduling are falling into place. More people are reading digital magazines; Adobe says per-publication readership across its DPS-based publications has increased by an average of 80 per cent over the past six months. The arrival of the iPad in 2010 was supposed to be a game-changer for magazine brands, but subscriptions never took off as expected, especially among women. Now that’s
fipp.com
For advertising and sponsorship enquiries about the FIPP
Innovation Forum email
Stuart@fipp.com or
Andre@fipp.com.
The Atlantic’s video channel has already posted 1,000 videos, with the promise of more to come
in through video plays on their own sites. Like most media companies, TheAtlantic.
com is betting on its video channel. The channel has posted nearly 1,000 videos in the past two years (some original, many more licensed from the Internet) and will be staffing up over the spring and summer. Condé Nast has launched video channels for four of its titles In a cross between social advertising, content
B the One allows readers to make their own personalised cover and order the mag on demand
Video stars
A number of magazine publishers have become media companies, having shifted from producing monthly print titles to daily videos. Several are making significant revenue from YouTube in addition to the money they bring
For more information on the FIPP Innovation Forum, or to book your place at the event, visit www.
fippinnovationforum.com or email
Claire@fipp.com.
marketing and a traditional ad-buy: Glamour magazine is launching a new month-long series of custom Google+ Hangouts, giving its advertisers unique access, and exposure, to the title’s more than 1.5 million Google+ followers. The Hangouts will be archived on YouTube.
The new FIPP Innovations in Magazine Media World Report 2014 will be launched at the Digital Innovators’ Summit in March, in Berlin. Visit www.
innovators-summit.com for more information.
Video ads New ad industry figures claim the number of online video ads shown in the last quarter of 2012 grew an eye-popping 52 per cent compared to the previous three months. This stat shows that TV dollars may be shifting to the web in force; this could also come as good news for publishers who are counting on high-value video ads to prop up their bottom line. A new report from comScore reveals that the number of video ad views was over 20 billion, up from 15.8 billion last month. But while video advertising is soaring, only 5 per cent are on mobile. That said, Videology says that mobile’s share of overall video ads grew one per cent in the previous quarter and that the overall growth in video means mobile is expanding rapidly. Twitter’s video sharing service, Vine, is drawing marketers looking for an ad format that’s catchier than an image but pithier than a 30-second video. However, Vine has new competition with the launch of Instagram Video. In its first week, 14 of Interbrand’s top 100 global brands posted videos. By comparison, just seven of these top 100
brands posted videos on Vine in a recent week. issue 81_2014 | Magazine World |37
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