NEEDS TO KNOW !

15 STATS

EVERY DIGITAL PUBLISHER

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The world of publishing has changed. To help you navigate these turbulent waters, we’ve compiled 15 cold hard facts that every publisher should know… !!And how these stats impact your bottom line.

{ } } { CONTENT!1

800 magazines were launched in the last year.!

!

1!

- Marketplace.org (American Public Media)

Seriously, there’s an audience out there for everything.!

61% of publishers say content marketing plays a

significant or very significant role in their overall business

development strategies.!- PulsePoint, 2014

2!

NATIVE ADS CAN SCALE IF MARKETERS THINK OF THEMSELVES AS STORYTELLERS AND IF PUBLISHING PARTNERS CAN EARN THEIR TRUST WITH QUALITY EXECUTION.

“ “ - Jay Lauf, Group Publisher, The Atlantic Media Company

20% of publishers’ current digital ad revenue comes from content. Two years from now,

publishers project this will jump to 50%.!

- Association of Business Information & Media Companies

3!

stand out? How will you

Have you developed a unique approach to planning, pricing, and measuring digital

products to help you differentiate your publication?!

!Most companies have not.!

{ } } { MOBILE!2

Consumption of digital media on mobile devices has

climbed from 18 minutes per day in 2008 to nearly 3 hours

in 2015.!- Mary Meeker Internet Trends 2015

4!

You may be thinking: !That can’t be true of all websites, can it?!

What about long-form content? !People prefer to read on desktop, don’t they?!

In fact, 39/50 news sites get more traffic from mobile devices than desktop

computers.!

- PEW, State of the News Media 2015

5!

THE CHANGE IN HOW PEOPLE CONSUME JOURNALISM HAS ALREADY HAPPENED. OUR CHOICE NOW IS TO ADJUST OR WITHER.

“ “ - Chris Cillizza, Reporter, The Washington Post

Magazines saw +65.3% growth in mobile web

audience in 2015, compared to print and digital at +0.2%. !

- MPA Magazine Media 360

6!

What was once a game of catching

eyes at newsstands, is now one of

catching eyes in news feeds. !

27% of consumers will leave a site if it is not mobile-

optimized.!

- ExactTarget, 2014 Mobile Behavior Report

7!

Having a mobile responsive site is no longer a luxury. !

!

It’s a necessity. !

{ } } { ADVERTISING!3

Over 5.3 trillion display ads were served to U.S.

users in 2013.!

- ComScore

7!

You read that right… TRILLION !!

It would take the average person 168,062 YEARS to count that high.!

56.1% of all the impressions served on the Google display platforms may never actually

be seen.!

- Google, 5 Factors of Display Viewability

8!

reach +

impressions

Yet we charge by

Average click-through rate for banner ads is 0.1%.!

- ComScore

9!

YOU ARE MORE LIKELY TO COMPLETE NAVY SEAL TRAINING, THAN CLICK A BANNER AD.

“ “ - Solve Media

a bad bet Sounds like

Up to 50% of clicks on mobile banner ads are accidental.!

- GoldSpot Media

10!

And the percent is probably even higher for mobile readers, suffering from !

“fat-finger syndrome.”!!

(Don’t worry we think your fingers look great.)!

People who click on native ads have a higher purchase intent than those who click on banner

ads (52% vs. 34%).!

- MDG Advertising

11!

You mean people can actually LIKE the ads they see?!

67% of digital magazine readers actually want to buy directly from

magazine ads and 62% of readers want to buy directly from articles.!

- MDG Advertising

12!

{ } } { DATA!4

Nearly a quarter (24%) of publishers cite limited data and/or reporting to share with advertisers as the factor holding them back from embracing content

marketing. !

- Pulsepoint, 2014

13!

Another 20% say their technology or infrastructure doesn’t support high

impact native formats.!

- Pulsepoint, 2014

Not hurt you.

Technology should help you.

Nearly 58% of publishers provide social engagement metrics to

measure the success of content marketing campaigns.!

- Pulsepoint, 2014

14!

“Likes” are great, but they don’t make you money. !

!Social engagement should be an indicator of how well you’re engaging

users, but real success should be measured in high-quality lead generation, pipeline created, and actual advertisers sales.!

52% of marketers cite difficulties in accurately measuring ROI as

their biggest source of frustration in social marketing.!

- Adobe

15!

You’re not the only one out there struggling to measure campaign

performance.!!

New benchmarks are created each month, as publishers shift their digital strategies to stay in-tune with their evolving reader-base.!

We know a lot about the digital publishing industry.!

BUT WHAT WE DON’T KNOW

YET IS EVEN MORE IMPORTANT!

{ } Help us learn more.!

Just by completing the survey, we’ll send you a free copy of the complete report

once it’s been made available. !

Take the 2015 State of Inbound Publishing Survey now!