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Posts Tagged ‘cosmopolitan’

NY Women In Communications Panel: ‘Where Is The Print Industry Going?’

Print-Vs-Digital

Dow Jones recently hosted a panel discussion presented by New York Women In Communications. The topic: Where is the print industry going?

The panel was moderated by Rebecca Blumenstein, deputy editor-in-chief of the Wall Street Journal, while the panelists included: Susan Schulz, editorial brand director, CosmopolitanAna Maria Allessi, vice president, digital innovation & publisher of HarperAudio at HarperCollins and Julie Zhu, director of digital circulation marketing for Barron’s and MarketWatch.

The hour-long discussion touched on a myriad of topics, including branding, print vs. digital and the struggles of online advertising. Here, a few snippets from the conversation between three media heavyweights:

Allessi, on the evolution of eBooks: “eBooks are extremely popular. They continue to grow and be a huge percentage of units sold. But we have seen it start to level out. I would guess we’re all reading a little bit more. We have something to read in our pockets at all times now.”

Schulz, on Cosmopolitan‘s digital crossover: “The whole digital thing has really opened up an opportunity for [Cosmo], if we would just see it that way. There are still people that are nervous about it. I think it’s because we’re just at the beginning, we haven’t seen it all play out yet. There’s much more of a melding of this idea that you’re not a print editor or a web editor, you’re an editor.” Read more

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How Cosmopolitan Netted 100,000 Paid Digital Subscriptions

Cosmopolitan, the Hearst-owned “Fun Fearless Female” lady mag, told Ad Age today that they reached a significant milestone: to date, the publication has scored 100,000 paid digital subscriptions, a number that’s quite encouraging to other struggling print magazines. So how’d they do it? Check out some of the learnings from Cosmo’s strategy below.

  • Charging more for digital subscriptions than for print: Cosmo offers print-only subscriptions for $15/year, while its digital subscriptions on Zinio and iPad are $19.99/year.
  • Offering digital subscriptions on a host of different devices: Cosmo has been sure to not put all its eggs in one basket. According to Ad Age, they’ve been on Zinio since 2005, but also offer their title in other marketplaces, such as iTunes, Kindle and Nook.
  • No free digital subscription with print subscription: Many magazines offer a free digital subscription if you buy a print subscription. Cosmo has steered away from this strategy, charging customers separately for both.
  • Capitalizing on newsstand success: Cosmo has extremely successful newsstand circulation, reportedly selling 1.5 million copies from newsstands in the last half of 2011 alone. This exposure helps to more easily market their digital strategy.

What do you think of Cosmo‘s digital strategy?