The pursuit of circulation and ad revenue will push magazine publishers to embrace a number of digital publishing trends in 2017, per predictions in a Publishing Executive magazine article by Ron Matejko, president of digital publisher MVP Media. For one, watch for subscription drives to leverage digital outreach.While insert cards and direct mail remain sturdy tools for circulation marketing, Matejko foresees increased use of digital tools in audience development, and he cites the example of Dallas-based D Magazine, which is leveraging its combined database with outreach via automated and personalized e-mail campaigns and targeted social media advertising to audiences that look like their current print subscriber base. The result has been more new and renewed subscriptions for the print product, in fact almost a 100% increase in subscriptions generated monthly through digital efforts. Mobile apps are another area that will see increased interest, predicts Matejko. Consider the success story of Cities West Publishing in Arizona, which expanded its app offerings last year with interactive versions of two monthly print publications, as well as apps to supplement multimedia campaigns for two special issues. The benefits: branding, extended shelf life beyond the newsstand, and revenue via multi-platform value-added for print ad partners. Plus, Matejko cites other tech innovations that could transform digital publishing, particularly when teamed with mobile. For more on his digital publishing trend predictions, see http://www.acculistusa.com/2017-magazine-trends-digital-embrace-platform-tensions/
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