Digital Magazine Strategy

by Lindsay Goddard | 2015

Agenda

• Overview• Problem

• Solution

• What is All You?

• Competitive Set

• Recommendations• Content

• Enhancements

• Marketing

• Summary

Problem

All You’s popularity as a digital magazine is in jeopardy

• Users are not actively engaging with the digital magazine

• % of digital circulation is increasing slowly

• Revenue is coming in low

Solution

• Increase user engagement by expanding All You’s content and enhancing the magazine’s features

• Grow the subscriber base and drive brand awareness by promoting All You via digital partnerships, rewards programs, and a sweepstakes focused on digital subscriptions

What is All You?

• Content: *“ALL YOU provides women practical articles on taking care of themselves, fast ways to feed their family, clothes they can wear and afford, do-it-yourself home repair projects, relationship advice from real women, and easy-to-make decorating ideas.”

• Audience: **Budget-conscious women (nearly 50% are moms) generally between the ages of 25 - 55 with a median household income of $68,000.

• Digital Magazine: Digital % of circulation is increasing (slightly)

**http://www.adweek.com/news/press/women-s-budget-conscious-magazine-all-you-stepping-outside-walmart-155881

*From Magazine Publisher’s Statement, June 2013 and June 2014

June 2013 (6 mo) 0.2%

June 2014 (6 mo) 0.5%

*% of Total Paid and Verified Circulation

**http://www.timeinc.com/brands/all-you/

Competitive SetFAMILY CIRCLE FIRST FOR WOMEN

Advice on parenting challenges, ideas on family activities, DIY projects, and recipes. • Digital replica

WOMAN’S DAY

http://www.meredith.com/mediakit/familycircle/production/2013/

Info on health, nutrition, beauty, fitness, recipes• Digital replica (very poor quality)

https://itunes.apple.com/us/app/first-for-women/id735128286?mt=8

Covers topics such as “healthy recipes, relationship advice and DIY home decor ideas.”• Digital replica

http://www.womansday.com/

Recommendations

Target Younger| Powerful women theme | Philanthropy | Cross promotion

1

Formatting| Exclusive digital coupons| How-to guides supplement | Ecommerce capabilities| Social media stream | Cover advertising

2

3 Location check-in apps | Partnership with rewards cards | Valentine’s Bakeoff sweepstakes

Content

Enhancements

Marketing

Engagement

RevenueReach

Content > Voice > Target younger1A2009 FORBES COVERS

2014 FORBES COVERS

FEATURED WOMEN FROM ALL YOU’S DIGITAL MAGAZINE

COSMOPOLITAN – SAMPLE OF CONTENT

Content themed around “making it in the working world” or “cocktails of the month” are just a couple of ways All You can reach the slightly younger segment

Content > Voice > Powerful women1B

Enhance All You’s fresh woman perspective by including more about “powerful women” who push the boundaries and successfully maintain a healthy balance between work and life

• Gets readers to feel inspired and empowered

• Instead of “These are good stay at home jobs,” make it “Here’s how to rise to the top.”

• Example: *Verily magazine – “Our mission is to empower and inspire women to be the best versions of themselves.”

FORBES POWERFUL WOMEN COVERS

*http://townhall.com/columnists/gabriellahoffman/2013/07/12/new-fashion-magazine-encourages-womens-empowerment-n1639162/page/full

COSMOPOLITAN “FEARLESS FEMALE” THEME

MY HERO (FROM ALL YOU)

Further expand this theme of

inspirational women

Content > Voice > Philanthropy1C

Readers want to hear about things being done for the greater good of humanity

Suggestion: Include more articles of people doing activities or projects for the greater good.

FORBES PHILANTHROPY ISSUES: 2013, 2014

Content > Voice > Cross promotion1D

Integrating content from outside sources would make All You “the go-to hub” in their space

• Example: The New York Times Motherlodenewsletter includes link backs to sources other than just The Times.

Suggestions:• Cooking Light recipe inserts• Money saving tips from Fortune

NYT’s MOTHERLODE NEWSLETTER

*http://www.nytimes.com/pages/style/motherlode-email/index.html?pgtype=subscriptionspage&version=lifestyle&contentId=ML&eventName=sample

http://www.nytimes.com/pages/style/motherlode-email/index.html?pgtype=subscriptionspage&version=lifestyle&contentId=ML&eventName=sample

Enhancements > Formatting2A

“Scan the top photo to buy the products on this page”

COSMOPOLITAN - DIGITAL EDITION

• Easier-to-navigate content more strongly engages readers

• Revising the digital magazine’s formatting can transition it into a useful everyday tool

A PAGE FROM ALL YOU’S DIGITAL MAGAZINE

Some elements are print specific (can lead to confusion)

A PAGE FROM ALL YOU’S DIGITAL MAGAZINE

Enhancements > Exclusive digital coupons section2B“THE MONTHLY CLIP”

Including content exclusive to the digital magazine incentivizes people to subscribe and stay subscribed• Include a section of coupons or a downloadable

supplement that can be used anywhere (i.e., expansion of All You’s online grocery deal finder)• Links to your rewards program at Wal-Mart

for example• Just tap the code in your magazine at

checkout and it automatically applies those coupons to your purchase

http://www.allyou.com/printable-coupons

Enhancements > How-to guide supplement2C

http://betterbook.inkling.com/book/ready-set-baby

WIRED DIGITAL ISSUES

INTERACTIVE HOW-TO GUIDE FROM OPEN AIR PUBLISHING/INKLING

Offering useful, interactive how-to guides (much smaller than the issue), serves as an enticing bonus incentive for subscribing

http://mashable.com/2011/08/25/open-air-publishing/

Enhancements > Ecommerce capabilities2D

*http://techcrunch.com/2015/01/09/native-commerce-platform-okanjo-raises-1-7-million/

“The ShopAdvisor” does not allow for direct purchases• Use a third party service (e.g., Okanjo)

• Example: Clicking the photo of the Red Sox player brings up products related to the photo with the ability to purchase them directly

*OKANJO VIA AN ONLINE ARTICLE

THE SHOPADVISOR

Enhancements > Cover advertising2E

Offering advertising placement on the cover will help offset the costs of potential product enhancements

http://www.mequoda.com/articles/digital-magazine-publishing/5-digital-magazine-advertising-strategies-at-bonnier/

POPULAR SCIENCE – COVER ADVERTISING

Enhancements > Social media2F

Introducing social media options is an effortless way to generate more buzz.

COSMOPOLITAN – SOCIAL MEDIA

FORBES – SOCIAL MEDIA “STREAM”

Marketing > Location check-in apps3A*LEVELUP

* LevelUp is a mobile payment and rewards program: https://www.thelevelup.com/

FOURSQUARE

LevelUp promotion- First issue of digital subscription is free when you complete the “All You Wal-Mart Challenge” or after you spend a certain amount

Foursquare promotion -First issue of digital subscription is free when you check in at Wal-Mart

Earn $ based on what you spend and challenges you complete

Marketing > Partnership with rewards cards3B

First issue of digital subscription is free when you earn a certain number of points at a participating rewards program

WALGREENS/DUANE READE WAL-MART KROGER

Marketing > Valentine’s Bakeoff sweepstakes3D

Creating a sweepstakes online that specifically promotes the digital magazine can drive more sign ups• Readers upload an image of a valentine’s day good

they baked along with their recipe and people vote for which one they think is best

• Reward for participating is the first 2 issues free to a subscription of the digital magazine.

*Results expected to be similar to that of Real SimpleEaster Egg sweepstakes

Summary• Expanding the content of All You via relevant

consumer themes and experimenting with new inclusions of content will grow the audience and improve user engagement.

• Rethinking the digital magazine’s functionality will improve user engagement

• Marketing via location check-in apps and rewards programs serve as new channels for growing the subscriber base and brand awareness

• Marketing via a unique contest such as the Valentine’s Day Bakeoff sweepstakes helps drive brand awareness

Content

Enhancements

Marketing

Marketing