What do brands and publications get out of an app? With experience from the start, Mag+ has some interesting insights into what work.
After three years and more than a thousand apps, mobile publishing platform Mag+ has far expanded from the magazines like Popular Science that were its first big hits. While periodicals like the newly released New York magazine app and the British Journal of Photography make up a large number of those thousand apps, brands that have nothing to do with publishing are jumping on the bandwagon. Brands like street wear company WeSC, which recently launched an app on the platform with design help from Mag+ as well, are using the platform to create apps with the aim to increase brand loyalty and sales – and even bring in new revenues.
“There is remarkable opportunity for smart publishers and other brands to make money by rethinking what, when and how they serve their audiences,” says Mag+ Chief Creative Officer and co-founder Mike Haney. “By thinking creatively about the best content for all channels available to them, including mobile, publishers can be the drivers, the innovators of the next boom in content.”
Looking at the data from Mag+ analytics and its extensive experience with a wide range of apps, Mag+ recently issued four interesting insights about effective apps, monetization and custom content trends.
Thinking about tribes, right content and right time
Smart brands will figure out new ways to deepen their audience relationships by moving beyond monthly issues to a community membership model, where content arrives in all forms on a variety of devices on a regular and ongoing basis. Membership could include a premium print publication, a dynamic HTML website for up-to-the-minute news, apps that have utility on the go and deliver more frequent issues, push alerts for breaking news, even events, webinars and other ways to connect directly with the brand.
There is consumer revenue here
Smart publishers can monetize on a mobile publishing platform. Since its inception PopSci+ has grown to 100,000 digital subscribers across all tablets, made USD 1.56 million net from iTunes through 1.6 million unique downloads, and sold 180,000 single copies. And there are plenty of other examples. Many publications are now able to charge more for their iPad subscriptions than for print. They are also seeing more subscription purchases than single-issue purchases and renewal rates are far higher than with print publications at much lower cost.
Creativity wins the day in both experience and advertising
Companies that think creatively will be the first to take full advantage of the community membership model. Creative use of video, audio and imagery, such as moving magazine covers, content appropriate soundtracks and even games are the tools content companies now have at their disposal. Advertisers are also finding new ways to engage audiences on touchscreen devices. While the advertising and publishing industries still have a long way to go in building a touchscreen ad paradigm, everyone agrees we will get there—there are simply too many eyeballs at stake not to make it work. In addition, the technology is the best platform advertisers have ever had to make users see their ads as a service and not a nuisance.
Custom media opportunities abound
While the overwhelming majority of content-heavy apps have been offshoots of traditional publications, Mag+ sees the custom content sector growing rapidly. Comic books, performing arts venues and corporations are all evaluating the possibilities of app-based publishing. Even museums are getting into the act, like the Victoria and Albert Museum in London whose app showcases exhibitions, so you can see great exhibits wherever you are in the world.