Activating Your Traditional Media, Part 2
Validation: it always feels good.
For many months now, I’ve been advocating that brands activate their traditional media through mobile marketing. I.e. enhance your content and ads in print, radio, television, and outdoor with a text call-to-action to build your mobile channel.
Well the new Audit Bureau of Circulations report would appear to validate what I’ve been saying…
The key takeaways from the Bureau’s survey are:
- Publishers are giving mobile more attention than ever before.
- Mobile will drive web traffic to struggling newspaper and magazine operations.
(The ABC is legit, by the way. From the organization’s web site:
With more than 4,000 members in North America, ABC is a forum of the world’s leading magazine and newspaper publishers, advertisers and advertising agencies. The organization provides credible, verified information essential to the media buying and selling process. ABC maintains the world’s foremost electronic database of audited-circulation information and an array of verified readership, subscriber demographics and online activity data.)
The Bureau and its ABC Interactive arm conducted a comprehensive survey of ABC print publisher members to learn more about their current and future plans for the mobile market. Among other findings, researchers discovered that
- 70 percent of publishers agreed their publication paid more attention to mobile this year than last year.
- 80 percent of those surveyed believe that people will rely more heavily on mobile as their primary source for information over the next 3 years.
- 40 percent of those that tracked mobile’s impact on their website found it increased web traffic by five to 25 percent.
- Nearly a third of those surveyed think mobile will have a significant impact on their publication’s revenue in just three years.
One respondent said, “At this point, reader demand for mobile-friendly editorial content is stronger than advertiser demand. I believe advertiser demand will follow reader demand and will follow growth of smartphone adoption.”
For the newspaper business, this is sorely needed good news. For brands, it’s proof that mobile engagement via so-called “old media” can provide an eye-popping ROI.
Who says you can’t ever find good news in the paper?
