Digital Marketing: Adapting In a Changing World

Robert M. CohnConsumer Marketing Director

____________________________

Nicholas Schenck1881 - 1969

Bonnier titles currently on 4 digital platforms: Apple iPad All Access (Zinio) Barnes & Noble NOOK Amazon Kindle FIRE

In 2011, Bonnier titles generated 434,500

digital sales transactions

166,684 38%

267,794 62%

Bonnier Digital Sales Transactions -- 2011

Single Copy Subscriptions

Apple’s iPad accounted for

56% of the volume ….

iPad243,03

0 56%

Zinio122,87

6 28%

NOOK59,580 --

14%

Amazon8,992 -- 2%

And over $ 1.1 Million in Sales

$1,131,093 56%$291,419 14%

$577,262 29%

$17,549 1%Bonnier Digital Sales by Platform

iTunes NOOK Zinio Amazon

Publishing for 138 Years….since 1872

iPad Sales accelerated with launch of

Apple Newsstand:4-S

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Subscriptions Single Copy

Popular Science+ Renewals

Apple Newsstand Launch

Christmas Gifts

All Bonnier Titles in iTunes Store

Digital Edition -- 2002

Popular Science Travel to the cutting edge of science and technology with Popular Science- and discover a world of incredible inventions and amazing scientific advancements. Be the first to know about the latest developments in cars, electronics, communications, tools, energy, aviation, space exploration, and much more. Popular Science is your guide to what’s new and what’s next. subscription features

language : English country : United States Digital Subscription / 12 Issues Zinio Digital Price: $12.00 US Save 80% off the Cover Price: $59.88 US

Interactive Digital Editions

In 2009, experimented with interactive “Genius Guides”

Launched April 1, 2010

iPhone Apprelaunched

Nov 10, 2010

SubscriptionsLaunched February 16, 2011

Total 7,323 subscriptions..sold in first 22 days

Promoted on web site, iTunes home page, and outbound e-mails

Introductory Price – 12 issues for $14.99 vs. stated basic price of $ 19.99

http://itunes.apple.com/us/app/popular-science/id364049283?mt=8

1st Year Subscription Sales grew rapidly:

4,140 6,216

7,148 8,006

9,139

10,144

11,777 12,704

13,842

14,577 15,387

15,962 16,672

17,287 18,064

18,673 19,373

20,237

20,916 22,024

22,611 22,998 23,409

23,797

24,349

24,991 25,430

25,871 26,238 26,849

27,337

27,749

28,138 31,815 33,940

35,463 36,693

37,945

39,142

40,226

41,154

42,048 43,598

45,537

47,452

49,448 50,926

52,296 53,365

54,343 55,284

54,941

55,239

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Week Ending

Popular Science +Cumulative Subscription Sales

Sales through 2/26/12

April May June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr

2010 2011 2012

Subscriptions 0 0 0 0 0 0 0 0 0 0 6,216 9,139 13,842 16,672 19,373 22,611 24,991 31,815 35,983 37,945 43,598 52,296 54,941 57,106 59,171

Single Copies 16,394 12,200 18,666 12,696 5,281 7,334 7,172 7,410 12,011 12,154 8,098 1,088 2,971 2,383 1,641 1,446 1,315 2,977 3,363 2,145 2,704 1,786 1,042 720 468

0

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70,000 Copies Served by IssueApril 2010 - April 2012

Popular Science shows changes since 2010:

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Janu

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2010 2011 2012

Popular Science Paid Digital Copies Served by Issue

(Excluding Sponsored)

Zinio Single Copy

NOOK single

NOOK subs

iPad Subs

iPad Single Cpy

Zinio Subs

Integration print & digital

Combo21%

Print “Up Sell”59%

Digital Only20%

PCD Popular Science digital subs

Representing about 7% of all iPad transactions:

Sold thru iTunes93%

Sold Direct7%

Began Testing Free Trial Issues

April 2012

B.A.S.S. DigitalJim Sexton

May 22

What is B.A.S.S.?

• Bass Angler Sportsman Society

• 500,000 paying members

• Bassmaster series on ESPN

• Bassmaster Magazine & B.A.S.S. Times magazine

• Bassmaster.com

• Facebook, 134,000 fans

• 30 fishing tournaments

What does digital mean at BASS?

• Live sports coverage

• Reach new audiences

• Two-way conversation with fans

• Generate new members

• Important revenue source

Bassmaster.com

Tournament coverage

Leaderboard

Real people

Pro Anglers & Stats

Video

Amazing

Gaming: Fantasy Fishing

Social media

Monetize? BASS is 360 degree buy: digital, print, TV, on site

Website: attract a big audience, passionate about fishing, with great content. Endemic advertisers get superior click-through rates.

Find ways to innovate with advertisers

Toyota, Yamaha, Shimano, Bass Pro, Evan Williams, Berkley

Digital integration with print?

• Planning, sharing resources, strategy, ideas

• Trying to drive traffic? Not so much

Who produces digital content?

Website is 90 percent original content

2 editors 50/50 on digital/print

Freelance team at tournaments

Producers at home office

TV team

Five take-aways

1st exploit your strengths (at BASS: video, photos,

personalities, stats).

Super serve audience on topics you know they

love.

In a 360 media organization, each platform

should focus on what it does best.

Magazine organizations sometimes work so hard

to save print they stifle digital.

Audience development = SEO & Social