Survey: Print Publishers Ready to Capitalize on Mobile Market


    



    
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<p>SCHAUMBURG, Ill., <chron>Sept. 21</chron> /PRNewswire-USNewswire/ -- The digital advertising and publishing market is poised for growth, supported by new mobile devices and advances in applications and technology. A new survey from the Audit Bureau of Circulations reveals 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.</p>
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<p>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, detailed in "Going Mobile: How Publishers Are Preparing for the Burgeoning Digital Market," 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.</p>
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<p>"The results of ABC's survey demonstrate that publishers recognize the growing importance of mobile devices in consumers' daily lives and are actively embracing mobile as a new way to extend their brands," said <person>Michael Lavery</person>, 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."</p>
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    Survey Highlights
    --  More than 80 percent 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 percent 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 percent 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 percent in the next two years.
    --  Among senior executive respondents, 56 percent said their publication
        has plans to develop a smartphone application in the next 24 months,
in
        addition to the 17 percent 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 favor of a digital-only
        product in the near term. While 55 percent 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.

    
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<p>"Although the mobile market is in its early stages, it offers tremendous opportunities for marketers to reach and interact with audiences," said <person>Edward Montes</person>, executive vice president and managing director of Havas Digital <location>North America</location>. "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."</p>
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    Survey Conclusions
    --  It's early, but there are positive signs. The mobile market is
        definitely receiving more attention than ever before. For some
        respondents, planning is still in the beginning stages and publishers
        are wading through the information and technology, trying to decide on
        the right strategy. For other newspapers and magazines, many mobile
        initiatives are well under way, supported by advertising and
        sponsorships.
    --  Mobile will drive Web traffic. Most respondents believe that mobile
        will be responsible for a five to 50 percent increase in Web site
        traffic in the next three years.
    --  Publishers are betting on both smartphones and e-readers and are
        actively exploring the vitality of both as a new distribution channel.
        Both devices are in the early-adoption phase but are quickly gaining
        momentum with large daily newspapers and leading consumer magazines.
    --  Early business models will be based on a combination of advertising
and
        subscriptions. Publishers agree that the mobile market will be both
ad-
        and subscription-supported and many anticipate that mobile will
        contribute to the bottom line in just three years. Publishers believe
        there are many opportunities for paid mobile advertising, including
        sponsorship, search, video, and banner ads.

    --  Advertiser demand for accountability will grow as ad spend grows.
        Respondents agree that independent third-party auditing would increase
        mobile's credibility and is likely to be demanded by advertisers as ad
        spending increases in this area. Data should be reported on ABC
        statements.


    About the Survey
    
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<p>More information, including an executive summary of the survey findings is available on ABC's Web site.</p>
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<p>The research for "Going Mobile: How Publishers Are Preparing for the Burgeoning Digital Market" was conducted via a voluntary Web-based survey held between <chron>June 25</chron> and <chron>July 10, 2009</chron>.</p>
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    About ABC
    
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<p>With nearly 4,000 members in <location>North America</location>, ABC is a forum of the world's leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world's foremost online database of audited-circulation information and a growing array of readership, audience and Web site usage data. ABC's digital arm, ABC Interactive, is one of the world's leading independent auditors of Web sites and digital ad-based technology, performing thousands of audits since its inception in 1996. To learn more, visit <a href="http://www.accessabc.com">http://www.accessabc.com</a>.</p>
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For further information: For further information: Neal Lulofs of ABC, +1-847-879-8442, neal.lulofs@accessabc.com Web Site: http://www.accessabc.com

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