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Going Mobile Publishers Prepare for Expanding Market

08 Oct 2009

According to the study "Going Mobile: How Publishers are Preparing for the Burgeoning Digital Market," 70 per cent of publishers are paying more attention to the mobile market this year than last whilst 75 per cent believe that their publication will still be available in print form five years from now.


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, notes the report.


Michael Lavery, USA's ABC president and managing director, says "...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... "


Publishers Formatting Websites for Mobile Viewing
 Publication Type
Per cent Formatted for Mobile
 Consumer Magazines 42.2 per cent
 Business Publications
 44.7 per cent
 Newspapers 57.5 per cent
 Source: Audit Bureau of Circulations USA, September 2009


Some Survey Highlights


  • More than 80% 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% 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


  • 44% of respondents who track mobile's impact on their Web site traffic said the devices increased visits by up to 10% today. Half believe mobile traffic to their Web sites will increase by five to 25% in the next two years


Expected Website Traffic Growth from Mobile Devices
 Expected Per cent Growth
Per cent of Executives Anticipating Growth
 Less Than 5 per cent Growth
 18 per cent
 5-25 51 per cent
 25-50 13 per cent
 50-75 2 per cent
 More than 100
 7 per cent
 No Growth
 2 per cent
 Source: Audit Bureau of Circulations USA, September 2009 


Additional findings of the survey:


  • Among senior executive respondents, 56% said their publication has plans to develop a smartphone application in the next 24 months, in addition to the 17% of respondents who already have an app in production.


  • ABC publisher members do not plan to abandon their print publications in favor of a digital-only product in the near term. While 55% believe that digital delivery of their publication is important to their strategic future, 75% 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.

Survey Conclusions:


  • It's early, but there are positive signs, says the report. The mobile market is definitely receiving more attention than ever before


  • Mobile will drive Web traffic. Most respondents believe that mobile will be responsible for a five to 50% 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.


  • 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


  • 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.



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