Enhanced Digital Advertising
Macy's routinely advertises in print publications and frequently mails out print catalogs to a targeted audience of buyers. Macy's partnered with Zinio and VIVmag to create a convergence of advertising initiatives to maximize reach and response in a fiscally optimal manner. The new integrated approach offers extended reach for less than half of the traditional print and distribution costs.
With Zinio, Macy's created a digitally enhanced advertising program that dynamically enhanced their traditional print ad. Now, by clicking on this ad, customers are taken directly into one of two interactive catalogs that in turn enable one-click purchase options. These same interactive publications are also used in campaigns ranging from social networks to email outreach to banner ads.
Improving Retention
Steelers Digest wanted to use their new digital edition to renew and engage past expired subscribers to digital subscriptions of Steelers Digest. Capitalizing on the right timing, Steelers Digest worked with Zinio to deploy a manual win-back email program - timed right before the kick-off of football season - with a personalized custom message highlighting the access-oriented benefits.
The program resulted in an 11% immediate conversion rate of print expires who renewed subscriptions to the digital edition. Follow up efforts ensued with similar results. Zinio's marketing services team was able to utilize its resources and expertise in email marketing to work collaboratively with Steeler's Digest's knowledge of their solid fan base to create a successful campaign.
Print to Digital Conversion
Smithsonian magazine was eager to kick off its digital edition and was particularly interested in converting many of their print subscribers to digital subscribers.
By working with Zinio's marketing services team, Smithsonian developed creative for a cover wrap for a segment of their print circulation distribution.
Zinio consulted on copy for digital benefits and how to best design a digital convert landing page, while Smithsonian used their innate knowledge of what appealed to their subscribers to design powerful and convincing creative. The result was thousands of print subscribers who wanted to convert to digital within the first week of launch.
Partner Initiatives
Maxim wanted to drive new subscribers through a partnership that would hit an engaged audience who would read Maxim and renew. The delivery of the subscription needed to be cost effective and to support a positive ROI. Going digital was the key. Directing purchasers of a nationally distributed DVDs to a landing page where they can start reading their first digital issue with a few clicks. This eliminated costly fulfillment of this valued gift with purchase. Thousands of DVD purchasers have accessed the landing page to get their digital subscription, and the program has created buzz that moving traditional print partnership programs to digital is the way of the future.
New Products, New Revenue Streams
2009, Popular Science launched a new title called Genius Guide that was completely digital and fully interactive. They selected Zinio to partner with them for the design and distribution efforts. The announcement and launch of this new title utilized a comprehensive multi-channel marketing plan including print, email, website, blogging, online media/sem, PR and viral programs. Coverage on blogs revealed strong consumer interest and valuable viral marketing. This approach resulted in incalculable positive buzz. Additional testing enabled key learning influenced increasingly successful efforts for future Genius Guides.
Barnes & Noble - "See Inside": Taking Advantage of Preview Functionality
When Barnes & Noble.com (www.bn.com), the e-commerce subsidiary of Barnes & Noble, Inc. (NYSE: BKS), searched for the best partner to enable their "See Inside" digital book preview feature, Zinio's product services team and technology know-how fit the bill. Barnes & Noble.com saw the need for a high quality book preview experience that was more than a scanned version of the book. BN.com and Zinio collaborated to implement Zinio's online digital reader product within the BN.com website in order to capture the fundamental nature of how books are browsed, allowing consumers to view books online the same way they would in a physical retail environment. Features like dual page viewing, search, high quality page resolution, and natural page-turning capabilities, provided the Barnes & Noble.com customer a full retail experience in one session. To see an example of the partnership and product in action, see Jessica Seinfeld's Deceptively Delicious. Click the "See Inside" button on the book cover.
Hachette's Woman's Day: Custom eCommerce Platform and Revenue Extension
Hachette Filipacchi Media partnered with Zinio in 2004 to provide full turnkey digital services to all of their consumer titles including Car & Driver, Elle, Popular Photography, Home and Woman's Day. In late 2007, building on the success selling subscriptions and single copies over the past three years, Zinio's Publisher Growth Serves ( PGS) was provided a new challenge: expand the sales of the Woman's Day branded Special Interest Publications (SIPs). These are newsstand -only publications which are not sold by mail or through subscriptions; most center on home improvement, decoration, and how-to topics, and while some update over the course of the year, the existing structure offered Hachette limited opportunity for expanded distribution and incremental sales.
Zinio developed a private-label Woman's Day-branded newsstand that repurposed existing content and opened up a new channel for the sale of these SIPs. Zinio took the lead, customizing the Zinio.com commerce platform and provided design templates for publisher approval. Zinio's production team converted the SIPs to digital and the site was up and running in under four weeks. The custom newsstand links from Zinio.com and Hachette website properties.
Disney's Hollywood Records - CDVU+: Introducing the
Interactive "Fanzine" on Offline Hit Music CDs
Disney's Hollywood Records and Zinio partnered to provide music lovers with the new CDVU+ (pronounced "CD view plus") technology on its recent Jonas Brothers album release. CDVU+ replaced the traditional CD booklet/jewel case, while still offering an unprecedented amount of content. With CDVU+ fans were offered an easy-to-navigate digital magazine format using Zinio's CDROM Reader that included a rich-media magazine offering exclusive content that was printable and "downloadable" accessible both on and offline. A recent survey was also conducted by Hollywood Records of approximately 40,000 CDVU+ album customers. When asked to rate the experience on a scale from one to ten, 95 percent of respondents gave it a seven or higher, with 65 percent rating it a ten. When asked if they would like to see more titles in CDVU+, 95 percent of respondents stated a resounding, "yes." Hollywood Records and Disney Music Group will be expanding the CDVU+ technology to additional titles including Atreyu, Hilary Duff, Jesse McCartney, and Vanessa Hudgens. For additional information, see Fox News.
Hachette's Elle: Brand Extension and Special Issue Sponsorship
Hachette's Elle magazine is a partner on Project Runway, the popular television program that follows a competition among aspiring fashion designers. For previous seasons of the show Elle had produced a special Project Runway magazine but found physical distribution to the proper audience a challenge, along with costly printing and postage expenses. Since Zinio already produces and sells subscriptions and single copies of Elle worldwide, Zinio and Hachette collaborated to produce an online edition of the Project Runway publication to introduce a digital distribution alternative that both lowered production and distribution costs and allowed specific list and audience targeting. The current season of the show will be covered in three issues of the Project Runway publication, co-sponsored by the designer retail outlet Bluefly.com. The first issue, released in November 2007, featured a sneak peek at the upcoming season, profiled contestants, and followed up on past competitors. The second issue, released in January 2008, updates readers on the season's progress and provides deeper content about the show and its cast. The final issue will come at the season's end and will wrap up the season with information about the final episodes and this season's winner. Links to the Project Runway publication can be found on the Elle site and blogs, the Bluefly.com site, and in a cross-promotional sweepstakes sponsored by the two. Zinio has assisted with email targeting and tracking the results through its online readership reporting portal.
BusinessWeek: New Audience Development and Campus Customer Acquisition
BusinessWeek's higher education team works with professors and universities to incorporate their magazine's content into the course curricula of classes at both the undergraduate and graduate level. Semester-long subscriptions are provided for students enrolled in these classes, paid for by the schools' business department or by the student. BusinessWeek began using the Zinio digital edition of the magazine in this program in 2006 and has introduced digital into numerous campus programs. Zinio digital subscriptions are now used at 15 colleges and universities; included in these are the business schools at Purdue University, James Madison University, and Minnesota State University, Mankato. We should talk about the overall impact, not just one university. Using Zinio to fulfill these subscriptions offers benefits outside of lower delivery costs, including ease of use while providing younger screen-enabled audiences with compelling content where they typically read. The flexibility of digital fulfillment allows subscriptions to begin immediately and pause during school breaks when the issues won't be used in class. Professors and students who are receiving the Zinio version receive their issue at least a day before they would receive the print version, allowing them earlier access to the material they will be using in class.
VIV Magazine - Compelling Use of Rich Media Editorial and Advertisement
VIV was launched with a unique vision; a women's magazine with a focus not just on beauty but on the health and fitness that contribute to beauty, with a goal to present ? with integrity, and share and promote physical and spiritual wellness. Also unique is the format: VIV's message of wellness extends to the environment, so the magazine is produced solely as a digital publication. VIV has been built to maximize the digital experience, and the focus over their first year's issues has been perfecting the creation and display of editorial content for the medium. VIV altered the size of the typeface to suit the format, experimented with video, and explored the ways to maximize their readers' interaction with the magazine. They've found success in marketing to readers who are already part of Zinio's 3.5 million database, and will be full speed ahead on marketing programs and promotions in 2008.
Bonnier - SNOW Magazine: Effective Simultaneous Launch Print and Digital
As an extension to Zinio's partnership, the Bonnier Corporation worked with Zinio on their recent print launch of SNOW, an affluent- lifestyle magazine defining the premier alpine experience, to include a digital version. SNOW debuted in print and digital format in December, providing multiple ways to access the very best in the world of snow-sports. By partnering and launching with Zinio, SNOW was able to immediately provide socially-active readers with a way to access SNOW remotely online and share content with their friends without any additional resource drain. The digital version of SNOW is an exact replication of the print version with razor sharp display plus added interactivity with search and sharing capabilities. Through Zinio, people looking for premium snow-sports equipment, upscale services, and luxurious adventures, will be able to find what they need in SNOW with a single click. In addition to launching with Zinio's technology, SNOW benefited from Zinio's marketing services help that included launch event sponsorship, PR assistance and outreach, and advertiser introductions.
