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New York Times Offers Free Digital Day Passes To Newsstand Readers
Opt-in Email Boosts Engagement, Lead Generation and Acquisition
Tips & Techniques: Maximize Distribution Value for Target Publications
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The New York Times is bundling its print and digital products together – one day at a time. The newspaper is offering free digital day passes to its website and mobile apps to anyone buying a print copy of the newspaper at a newsstand anywhere in the U.S.
The program allows newsstand customers to enter a promotional code from the newspaper on their mobile device to get free, unlimited access to the newspaper's digital channels, including a large amount of content that doesn't necessarily appear in the print edition.
The promotional code consists of a keyword that the newsstand customer can then send as a mobile short code via text. After sending the text, the customer will receive a link to activate their digital access for the day. The user must be logged in to the Web site or create a new account in order to access the content. Content availability ends at midnight every day.
The promotion aims to offer newsstand customers the same benefits, for a shorter period, which the publisher offers to home delivery subscribers with its All Digital Access feature. The initiative will also help expose retail customers to content, including real-time news updates, video, interactive features, blogs and other content available exclusively online.
Probably not coincidentally, the new promotional program comes on the heels of a strategy memo circulated to NYT employees by the publication's leadership. It stressed a prominent focus on mobile devices as the main means of reaching new readers and building engagement with its existing audience.
Among other things, the strategy involves expanding mobile offerings to include more products like its popular Cooking app, which has been so successful it will serve as a model for similar service channels in categories like real estate, health and film and television.
© 2015 MediaPost Communications
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According to the Ascend2 and Dun & Bradstreet NetProspex's report, "Email Marketing Trends, B2B Benchmarks for 2015," marketers can leverage the email marketing channel to engage with customers in nearly every part of the customer lifecycle. As many as 91% of respondents consider their email marketing somewhat or very successful at achieving company goals.
Some 60% of the 195 B2B business, marketing and sales professionals surveyed use email to boost engagement; additional main objectives include:
Increasing lead generation email (57%)
"Probably the primary reason why email has been so effective in a variety of areas like engagement is because most marketers are following best practices of opt-in email marketing, so people want to engage with them," said Todd Lebo, partner and CMO of Ascend2.
Seventy-three percent of professionals consider the click-through rate the most useful metric when measuring email marketing performance. Conversion rate came in a close second at 71%; open rate and email ROI, the next top contenders, significantly trailed behind at 42% and 40%, respectively.
Although the click-through rate is the favored metric, it's also one of email marketing's greatest hurdles. In fact, here are the barriers to email marketing success cited:
Low click-through rates (53%)
While 41% of professionals say their click-through rates are increasing:
27% claim that their click-through rates are dropping
Said Lebo, "It's hard to get people's attention. The secret to a successful email strategy...ensuring that it's customer focused."
According to the report, including a meaningful call-to-action offer is the most effective way to increase click-through rates for 65% of professionals. Respondents also cite:
List segmentation for targeting (51%)
The most effective tactics can often be the most challenging to implement, says the report. And the numbers agree, based on responses:
43% say segmenting lists for targeting is the most difficult
method to execute to boost click-through rates
The report concludes by recommending focus on list quality and less on list quantity. "As you pursue click-through rates," said Lebo. "You can have a smaller list, much more targeted, much more engaged, a much higher value. Have the patience to build a program."
© 2015 MediaPost Communications
Whether your employees are delivering your Target publication or you outsource to a contract distributor, adopting these three practices ensures a successful Verified audit, as well as providing the advertisers with the maximum value for their investment. Some of the practices require a time and financial commitment. Others, however, are quite simple and straightforward.
Build a Strong Delivery Network
Set High Performance Standards
Perform Quality Control
Maximized Target distribution provides an effective advertising vehicle and contributes to your publications profitability.
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|© 2015 Verified Audit Circulation|