BoSacks Readers Speak Out: Native Ads, e-Books, Newsstand Stats, & more

By BoSacks Readers on July 26, 2017

Re: Ebook sales continue to fall as younger generations drive appetite for print

Hi Bo, Newspapers such as The Guardian and New York Times love to write pieces that promote the myth that "Print is back!" in the book business. It is hugely misleading and ignores even what Nielsen itself says in other venues. At Digital Book World in January, Nielsen's Jonathan Stolper said that price is the most important and most influential barrier to entry for ebook buyers, and the increase in ebook pricing directly coincided with the decrease in sales. What we're seeing is consumers unwilling to purchase an ebook at the same price as a print book, rather than some nostalgia for print. 

Furthermore, in 2016, Nielsen reported that US adult fiction sales are 50% digital overall at the Big Five houses. When you factor in nontraditional publishing sales-ebooks from Amazon Publishing as well as self-published authors-the digital share of book purchases changes significantly, more in the range of 75% digital overall if we're looking at fiction alone.(These types of articles push all my buttons, but I know you are very well-schooled in all these "print is back" mythologies, as your Japanese proverb indicates.) Safe travels & enjoy Berlin!(Submitt ed by a Publisher and Industry Consultant)

RE: Native Advertising

Hi Robert, While our stats are probably pretty similar to what Media Radar is reporting in terms of renewals, I disagree with the premise that advertisers are turning their backs on it after 1 try.  We see that it is more tied to an evolving strategy in which the first execution of Native achieved its goal and other strategies are being implemented in conjunction with that first effort. Often its related to a launch, or the customer is using this strategy to develop additional content for their site. I think they will use native again when the moment is right. Most often we see the native execution as serving the clients specific need at one point in time during their campaign. If their strategy calls for sustained native and social effort, they will renew. (Submitted by a Publisher) 

RE: How The Atlantic is scrambling to keep readers on its own site

Bo, For 150 years the Atlantic depended primarily on revenue from the consumer. And now the current executive team thinks maybe they should pay attention to consumer revenue? Brilliant! (Submitted by a Publisher)              

RE: BoSacks Speaks Out: Thoughts on a Bleaker-than-Reported Newsstand Story

I think Tony Silber should speak with more than one circulation consultant, by quoting as fact all that Baird says is not entirely correct. It's like you wrote, we can use the same information to draw different conclusions. The slow decline of the audited titles ties into the lack of pushing for rate base driven magazines. The Audits began losing credibility in the mid 1980s when rules were modified to include bulk paid, free and office distribution, and now with digital 1 cent paid single copy? 

The fact that publishers saw an opportunity to build revenues by introducing Coloring Books in 2016 demonstrates that creative magazine publishing is not dead ... just following the trend we've seen over the years:  computer magazines, craft magazines, game magazines; quilting magazines, and any number of other titles meeting consumer trends generating sale. A problem for these innovative titles is lack of meaningful display space, even in targeted retail environments. (Submitted by a Newsstand Specialist) 

RE: BoSacks Speaks Out: Thoughts on a Bleaker-than-Reported Newsstand Story

Bo,Trying to comment on yours and Baird's newsstand woes write-ups.One thing publishers tend to forget is that the retail environment and in particular those retailers which sell magazines that are not bookstores, this environment does not exist to sell magazines.  In some cases, supermarkets, they are there to sell 30,000 or so different products. Sales at retail find their natural pattern for ALL products. Yes, manufacturers can use a variety of techniques to push products but over time the marketplace reaches its own balance. The consumer decides.  And that's good. As the market, the use of technology and consumers arrive at some new equilibrium in which content is purchased and consumed, printed product will have a place. Publishers must pay attention to the products they send to this environment, make necessary adjustments for content, display and costs and be realistic. (Submitted by a Circulator)

 RE: Teens and Tweens are a Print-Hungry Audience 

Great success story and it shows that when a publisher listens to their audiences(customers), good things happen. Too many of your so-called pundits, that you quote most frequently, never mention the customer, these folks do. (Submitted by a Retired paper guy) 

Re: Will Marketing Survive the Future?

In some ways, what this article portrays is true.  Invasive and pervasive technologies make it possible to track a person's every move.  GPS tells Starbucks that they're walking past the store and maybe need a coupon or reminder to come in for more coffee.  Eyeball trackers on shelves tell where you're looking and for how long - even more so when you're shopping online - "hey, I saw you bought widget A, others also bought product B - would you like to add to your cart..."  It's enough to choke, or even scare many. Marketing as it's evolved needs to deliver value - not just sell things.  Nobody wants to be sold to anymore.  Tell a story, make it relevant, engage with your customer/the consumer and develop a meaningful relationship! ( Submitted by a developing Marketer in the 21st century)


By BoSacks Readers| July 26, 2017
Categories:  Readers Speak Out

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