Print Publishers ready to capitalise on Mobile Marketing

THE DIGITAL advertising and publishing market is poised for growth, supported by new mobile devices and advances in applications and technology, according to a new survey from the Audit Bureau of Circulations.

The survey concurs with a recent theme on iSM - that print publishers are focusing on the market as a prime opportunity to expand their brands, reach new audiences and generate additional revenue while offering advertisers the chance to reach locally targeted, engaged audiences.

Noting an increase in publisher inquiries about auditing and reporting requirements for e-readers and smartphones, and membership growth from firms targeting digital publishing markets, ABC and its digital subsidiary, ABC Interactive, recently conducted an online survey of its print publisher members. The results, offer an early stage snapshot of the activities taking place in and around the mobile market as both publishers and advertisers focus their attention on this new distribution channel.

"The results of ABC's survey demonstrate that publishers recognise the growing importance of mobile devices in consumers' daily lives and are actively embracing mobile as a new way to extend their brands," said Michael Lavery, ABC president and managing director.

"We continue to hear from newspapers and magazines as they integrate mobile into their digital publishing plans. And interest in ABC's multimedia reporting options is very high, with mobile poised to be one of the next distribution channels included on those reports."

The survey found that more than 80 per cent of newspaper and magazine respondents believe people will rely more heavily on mobile devices as a primary information source in the next three years.

Nearly 70 per cent of respondents agree that mobile is receiving more attention at their publication this year than last. More than a third believe their publication already has a well-developed plan for attacking and conquering the mobile market. Forty-four per cent of respondents who track mobile's impact on their Web site traffic said the devices increased visits by up to 10 percent today. Half believe mobile traffic to their Web sites will increase by five to 25 per cent in the next two years.

Among senior executive respondents, 56 per cent said their publication has plans to develop a smartphone application in the next 24 months, in addition to the 17 per cent of respondents who already have an app in production. Regardless of mobile's anticipated rise, ABC publisher members do not plan to abandon their print publications in favour of a digital-only product in the near term. While 55 per cent believe that digital delivery of their publication is important to their strategic future, three-fourths believe that their publication will be available in a print form five years from now.

More than half of the survey respondents believe that the future business model of mobile content will be supported by both advertising and subscriptions. Nearly a third believe that mobile will have a significant impact on their publication's revenue in just three years.

"Although the mobile market is in its early stages, it offers tremendous opportunities for marketers to reach and interact with audiences," said Edward Montes, executive vice president and managing director of Havas Digital North America.

"With text and multimedia messaging, branded mobile apps, content sponsorships, display advertising, paid search, and location-based targeting, the platform becomes an integral component of the overall marketing strategy. It has enormous potential for clients, in my view, so it's great to see newspapers and magazines embracing digital publishing."

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