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I was honored to speak on a keynote panel at Magazine Innovation Center's ACT 5 conference, hosted by media veteran Samir Husni (Mr. Magazine). Here's my presentation deck. Please find the corresponding transcript on SlideShare: http://www.slideshare.net/mnetburn/managing-magazine-audiences Panel topic: Building and Managing Magazine Media Audiences. Key topics discussed: Collaborative industry data, sourcing dynamic third party data, database innovation, predictive modeling, identifying niche ideal audience segments. Conference info: http://www.maginnovation.org/act/agenda/ #MICACT5
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Managing Magazine AudiencesCDS Global Chairman Malcolm Netburn @mnetburn
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This Is What I Want You to Remember
• Foster a Collaborative Approach to Data
• Identify “likely magazine buyers” and then engage then in a direct tailored way
• Aggressive About Pursuing Innovation
DATA
STRATEGY
OPERATIONS
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History of Media & Magazines
The print magazine remains vital, powerful and valuable. And value generates money.
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Media Reach/Influence
92% of Americans ages 12 & older listen to the radio each week
99% of American households own a television
Social media is no longer seen as a stand-alone set of tools
91% of all American adults read print or digital magazines
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Value of Magazines
The top 25 print magazines reach more adults and teens than the top 25 regularly scheduled primetime TV shows.
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Value of Magazines
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Audience
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Audience
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Audience
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Audience
41.744.7 45.2 46.9 49.5
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Audience
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Audience
The key is knowing who your customers are – and are not.Magazine publishers know a fair amount about their existing customers – but not enough about who isn’t buying media, or why.
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Data is Critical
Total 18+ magazine audienceyear year subscription single copy total
2013 187,055,000 2012 + 285,148,911 26,535,140 311,684,051
2012 186,992,000 2011 + 282,919,614 29,558,699 312,478,313
2011 191,022,000 2010 + 292,237,864 32,999,204 325,237,070
2010 189,772,000 2009 + 310,433,396 36,138,514 346,571,912
2009 189,315,000 2008 + 324,818,012 43,664,772 368,363,773
2008 188,893,000 2007 + 322,359,612 47,433,976 369,793,587
2007 185,523,000 2006 + 321,644,445 47,975,657 369,620,102
2006 183,405,000 2005 313,992,423 48,289,137 362,281,559
2005 180,620,000 2004 311,818,667 51,317,183 363,135,850
2004 178,723,000 2003 301,800,237 50,800,854 352,601,091
Magazine media audience remains strong and circulation is stable
Subscription/single copy sales 2003-2012
Note: Measured magazine titles excluding Sunday magazines and newspapersSource: GfK MRI, Spring 2013
+ Paid and Verified-Effective 2006, AAM established verified subscriptio circulation as a categorySource: Averages calculated by MPA from each year's AAM Publishers Statements, 2003-2013 Comics, annuals and international editions are not included. The AAM ruled in 2012 that digital editions would be reported as part of this data; as of 2012 digital editions make up approximately 2.2% of these estimates
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Optimization vs. Predictive
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Collaborative Data – Three Steps
Collect the widest range of valuable data, from a range of sources inside and outside the world of media
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Collaborative Data – Three Steps
Develop the models to identify high-value target audiences as well as explore connections between media consumption and other consumer behaviors
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Collaborative Data – Three Steps
Identify the opportunities to engage audiences and test different methods for marketing and communicating with potential customers
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Collaborative Data – Challenge
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Develop and Foster a Collaborative Approach to Data
Collaborative Data – Challenge
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Work Together as Publishers to Outlinea Strategy
Collaborative Data – Challenge
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We Must be More Aggressive About Pursuing Innovation
Collaborative Data – Challenge
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thankyou
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Connect with me: @mnetburn
