AAM study shows strength of mobile among media brands

It’s official: most media companies are eager to go mobile. A new survey conducted by the Alliance for Audited Media (previously the Audit Bureau of Circulations) shows that 90% of the AAM publications polled have a mobile presence. That’s up from 51% in 2009 and continues a steady trend of publishers adding mobile to their […]

It’s official: most media companies are eager to go mobile. A new survey conducted by the Alliance for Audited Media (previously the Audit Bureau of Circulations) shows that 90% of the AAM publications polled have a mobile presence.

That’s up from 51% in 2009 and continues a steady trend of publishers adding mobile to their publishing platforms.

The remaining 10% that did not have a mobile presence said they plan to “distribue mobile-optimized content” within the next year.

How Media Companies are Innovating and Investing in Cross-Platform Opportunities,” the fourth survey on digital publishing from AAM, presents results from online interviews with publishers of business and consumer publications and newspapers that took place Oct. 8–26.

A total of 210 AAM members from Canada and the U.S. were surveyed. The study was done in conjunction with Roslow Research.

Here’s a snapshot of findings from the annual survey, which started in 2009 as a way to find out how publishers were approaching digital initiatives.

Mobile money

• 77% of publishers agreed mobile revenues must come from both advertising and circulation
• 54% said mobile currently accounts for up to 9% of advertising revenue
• 56% said it accounts for up to 9% of circulation revenue

Paywall payoff

• 48% of newspapers charge for some or all of their website content using a paywall
• Nearly 40% use metered paywalls in which readers have access to a certain number of articles before they have to pay
• 17% use a hard paywall, in which a reader must pay to access any of the content
• 33% use a combination paywall where access to premium content is controlled

Device details

• 56% of polled publishers charge for content on their iPad apps
• 42% charge for content on the iPhone
• 38% charge for content on Kindle
• 31% charge for content on Nook
• nearly 40% aren’t currently charging for their content on any device

Healthy app-etite

• 85% of publishers have iPhone apps
• 87% have iPad apps
• 75% have Android apps
• 67% have Kindle apps
• 57% have Nook apps
• The media companies produce, on average, 3.4 iPad and iPhone apps, three Kindle apps, 2.4 Nook apps

Content conundrum

• 73% of apps currently offer the exact same content as the print product
• 21% of apps deliver unique content that’s unrelated to its print sister publication

Looking ahead

• 20% of AAM media companies expect their portfolio of digital offerings to account for at least 25% of their advertising revenue by the end of 2014
• Less than 15% said they have plans to decrease the frequency with which they publish their print publications
• Less than 3% think their publication will solely be produced digitally in the next five years

(Click here for findings from the 2009 study.)

Media Articles

How to break blind brand loyalty

A new study unveils how brands can disrupt tech habits and win new consumers

Social Scanner: Analytics are the next step for young social networks

Plus a look into the collateral damage in Facebook's click-bait crackdown and why brands should think before jumping on Snapchat

Telco SaskTel buys naming rights for Saskatoon arena

The company is paying $350,000 per year for the naming rights

Shomi: how Rogers and Shaw plan to take on Netflix

The service launches this fall and will be available across multiple devices.

French cooking magazine Ricardo launches in English

Publisher promises advertisers a minimum circulation of 50,000

Ottawa Senators make headlines with new CMO hire

Longtime newspaper executive Peter O’Leary starts his new position Sept. 22

Pinty’s takes over TSN curling sponsorship

Adds curling to list of sports sponsorships including Toronto Blue Jays and NASCAR