u.s. news bookazine strategy

U.S. News & World Report | 1

Case Study: Our New

Print Strategy

Publishing Business Conference presentation, March 20, 2012


Case Study: Our New Print Strategy

OR

11 Rules of Bookazines – And Why We Broke Them All


BOOKAZINES

Photos courtesy of Joe Berger,

newsstandpros.wordpress.com


BOOKAZINES

MagNet’s description:

• “An issue that was not part of a title's normal

frequency schedule”

• Sold on newsstands

• Cover price: $9.95 - $19.99

• Little or no advertising

• Annual sales growth nearly 20%


We’ve been able to keep the core values we started

nearly 80 years ago – providing readers with

accurate, unbiased, and useful information – while

expanding the delivery system in ways that were

unimaginable even a decade ago.

Brian Kelly

Editor & Chief Content Officer

“

”

THE U.S. NEWS VISION


WHY PRINT? Isn’t it dead?

• Readers wanted our content in print

• Advertisers wanted print ads

• Maintain the visibility of our brand

• Reinforce our journalistic heritage


BRAND PORTFOLIO

Source: Omniture 2011, ABC Audited, iTunes App Store

U.S. NEWS HAS DEFINED THE WAY WE DELIVER

CONTENT & CREATE ONGOING RELATIONSHIPS


2011 SPECIALS


ANNUAL GUIDEBOOKS


11 RULES OF BOOKAZINES

1) Impulse buy

2) Spinoff of subscription magazine

3) Includes subscription offer for parent title



4) Few ad pages, little or no ad revenue

5) No guaranteed ratebase

6) No controlled circulation


CONTROLLED CIRCULATION



4) Few ad pages, little or no ad revenue

5) No ratebase: 4 of ours have audited ratebase

6) No controlled circulation

7) Sold only on newsstands


OUR AMAZON STOREFRONT



7) Sold only on newsstands: Our “newsstand-only” books are now “newsstand plus”

8) On sale only 3 months: No off-sale dates on our web site

9) Not suited to B2B advertisers

10) Not suited to bulk sales

11) Not suited to libraries


LOOKING FOR MORE SALES CHANNELS

• E-editions (just launched on NOOK)

• More web stores (opportunity for book distributor)

• Bookstores (opportunity for book distributor)

• Historic sites (opportunity for book distributor)

• Science museums (opportunity for book distributor

–Are you sensing a pattern here?)


RANKINGS INSPIRED GUIDEBOOKS

EXTENDED

NEWSSTAND SHELF LIFE

STRATEGIC PLACE-

BASED DISTRIBUTION

ACTIONABLE

SOLUTIONS & ANALYSIS

GO-TO RESOURCE OVER

AN EXTENDED PERIOD

On Sale 9.18 – 6.28 On Sale 11.13 – 2.12 On Sale 9.20 – 11.26 On Sale 4.3 – 12.31

CONTENT DEDICATED GUIDEBOOKS LEVERAGE

OUR SIGNATURE RANKINGS TO DELIVER AN

IN-DEPTH ANALYSIS TO A GOAL ORIENTED AUDIENCE


Thank You

Mark W. White

Vice President, Specialty Marketing

[email protected]

Usnews.com/amazon

@MarkWWhite

mailto:[email protected]

u.s. news bookazine strategy

Documents