According to a recent article in BtoB Magazine, Making the Most of Mobile is beginning to change. Here’s an interesting stat – in December of 2011, eMarketer released a study that showed mobile had surpassed print readership. Mobile increased by 30% in 2011 to 65 minutes a day compared to print at 44 minutes. Magazines are finding that their content consumption on smartphones and tablets are beginning to boom.
This trend isn’t just in the B-to-C market. B-to-B publications are beginning to focus on different delivery options. Summit Media Group who owns Packaging World found in a recent survey that 46% of their subscribers owned a tablet and that 78% planned to own one by the end of the year. Of those that currently own tablets, 74% said they read work-related digital magazines on these devices. They have incorporated “responsive design” into their websites which allows for optimum readability automatically.
Ziff Davis, a tech media company, is moving ALL its print magazines to digital and mobile and is clearly a leader in this endeavor. Newer media companies like WTWH Media which just started a few years ago focuses heavily on the digital aspect. Cygnus Business Media, Penton Media and others are starting to follow suit.
So bottom line for those of us that are trying to reach professional tradesmen, we now have another opportunity and avenue to reach them. Benefits of digital are:
- We can measure responses
- We can enhance our message by including links to videos, testimonials, etc.
If you haven’t included digital in your marketing plans, maybe it’s time you consider it.