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Keep current and potential customers informed and engaged over time in a difficult context for publishing compagnies: switching to digital was the solution.
Offer a premium experience to its subscribers and add an enhanced experience to their reader database. The shift to digital was a logic step for the previous print magazine to eliminate printing and distribution costs.
As a B2B retail news platform, the omnichannel ecosystem, producing responsive online content, and making content decisions based on data are well-positioned to gain new clients and new streams of recurring subscribers.
Text pasted into a blog template is no longer effective. With 43% of people admitting to skimming through content, and readers reportedly spending less than a minute on web pages, on average, engaging readers is key.
Immersive and fresh look appeal to reader’s appreciation for aesthetic details and overall quality.
This massive shift is really an opportunity for RetailDetail to create new recurring revenue streams. They intend to earn a reasonable ROI with their e-zines, whether it’s directly through selling subscriptions, or indirectly, by providing customers with relevant, inspiring material that encourages them to stay engaged with their brand.
We connected the e-zines with Google Analytics which allows RetailDetail to get a deeper insight in reader’s metrics, such as
How many people read an article, page, or publication?
Was the content interesting enough?
Did it lead them to take further action?
The door is opened now for the next phase: building an amplification publishing strategy based on readers needs and available on all the touch points where readers consume content.
They now see that the e-zine is actually read quite thoroughly – something they could never measure with a print version.
Selling classified ads in future e-zines is an option to be considered. What makes classified ads more interesting in digital format is that they can contain hyperlinks with UTMs that the advertiser can use to track the source of the traffic they generate. This gives advertisers a far better understanding of the performance of their ads than they would obtain from a printed version.
However, to generate revenues from classified ads depends on the circulation and popularity of the e-magazine. The more people read your magazine, the more advertisers will be willing to pay for space.. As the readership grows, this can turn into a major source of income for RetailDetail. To be continued!
