Reasons Pubs Should Consider Mobile Apps

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Almost 30 years ago, the internet reshaped the way people interact and engage with published content. Now, mobile devices ­– likes phones and tablets – are doing it again. Estimates show that 60% of the web traffic related to consuming news and publisher content is coming from mobile devices, meaning mobile is a medium that needs to be leveraged.

This said, this is not an “if you build it, they will come” scenario. Publishers need to be conscientious about their decisions, and take strategic action, and right now, the data says that if you are going to leverage mobile, you do so via a mobile app, and here’s why!

1. Boasts better, targeted engagement

The majority of time spent on mobile devices is dedicated to time in applications, not on the general web browser. This alone makes a mobile app a valuable asset if you are targeting mobile audiences, but add the fact that app users average 300% more page views than mobile web browser users, and the answer is clear.

2. Personalized, branded experience

Websites these days are often dynamic, built to fit whatever device a user is on. However, just because the website conforms to the device does not mean it is ideal for it. The experience someone has from sitting at a computer is very different from that on a phone or tablet. Not to mention, on the internet, everyone is just a click away from leaving your content and going to someone else’s content. An app fully immerses the user in your brand while also making the brand experience 100% mobile optimized.

3. App Ads Are Better Than Mobile Ads

To put an ad on a website, especially one that conforms to the user’s device, requires cookies. Think of them like little trackers that follow someone around as they are on the internet. The problem is that many new security protocols, or the user themselves, can block cookies, making many ads not work. App ads, however, are not in a browser, and usually target by device ID, which is much more secure, more detailed (demographic and behavioral data), and also can track location. It is simply a better, stronger ad opportunity, not to mention the guaranteed exposure to anyone in the app itself.

4. More Revenue More Ways

From more ad options to subscriptions, in-app purchases, e-commerce opportunities, and even sponsored content, mobile apps give publishers several new ways to attract readers and monetize them. Combined with the engagement, branding, and data that an app provides, all of which also provide further revenue growth, and the evidence is clear: if you are going to leverage mobile, do so with an app!

Further Information

Contact us to learn more about how you can take advantage of a mobile app.

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New Magazines from Unlikely Sources

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The print industry has had some strange movement over the past decade, especially in the magazine landscape. That said, print has never “died,” nor will it do so a very long time, if ever. The proof is that, while the dynamic of how to make magazines profitable has altered drastically, there are more magazines today than there were 10 years ago. A lot more, in fact!

One of the biggest sources for this boost in new magazines is from the least likely of places: digital and online service organizations. In their industry, print is an uncommon form of distribution, and a way to exercise a unique marketing opportunity. It also allows them to venture into the world of content distribution that, on their digital and online platforms, may not fit their model. Here are two perfect examples.

Case Study: Dating app “Bumble”

Bumble is a popular social and dating app that has been around for almost 5 years. It is a mobile-only application designed to shake up the gender norms re: woman and dating rules, allowing women a place to connect for dating, networking or meeting online. Just recently though, Bumble decided to broaden its focus beyond just connecting people and facilitating communication, by developing a print lifestyle magazine.

The magazine focuses on content related to what brings users to Bumble: dating, careers, friendships, and partnership. They even went so far as to create 4 sections in the entire magazine into 4 sections, labeled “You First,” You + BFFs,” “You + Dating,” and “You + Bizz.”  The print publication is exclusive to Bumble’s 50+ million users at the moment, with free copies able to be requested on the app, but the potential for it to scale into the general reading market is likely based on the contributors.

Case Study: Travel site Airbnb

Airbnb took the world by storm by offering an in-house solution to hotels and motels; connect people willing to lend their homes out with people needing short-term vacation rentals, business trip housing, or other travel accommodations. The company focused on helping travelers have creature comforts and feel at home while on the go,  and they expanded that in 2017 with a print publication.

The content leverages anonymous user activity on the Airbnb website to determine locations, events, trips, and travel ideas that are popular, and then crafts custom content for the publication on those topics. It not only provided new revenue options for the already thriving company, but answered a lot of questions that current Airbnb users were asking, and could not find answers to elsewhere.

Further Information

For more detail on about Bumble’s print magazine, click here. You can also check out this article about Airbnb Magazine.

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