New idea for magazines: A digital rate base
September 26, 2012
In what's being touted as a first for the magazine business, The Economist is setting a rate base for its digital editions.
As of Jan. 1 3013, the newsweekly will guarantee advertisers a readership of 50,000 subscribers who receive the magazine via iPhone, iPad or Android-based phones and tablets.
The rate base does not include print subscribers or those reading the magazine online or on e-readers or through multi-user licenses.
In March the magazine issued its first audited circulation report breaking out subscriptions across its various platforms, including digital. The audit was done by the Audit Bureau of Circulations.
The magazine expects to release an updated consolidated circulation report every six months going forward, around the time ABC releases its semi-annual report on magazine circulation.
Digital subscribers to The Economist pay an average $106.61 a year, just a few dollars less than the cost of its print edition, which reported a circulation of 847,313 in North America for the six months ended June 30.
Over time, that digital readership should grow smartly.
Digital editions of U.S. magazine now make up just 2 percent of total magazine circulation, but growth is surging.
The number of digital editions more than doubled in the six months ended June 30, reaching 5.4 million as compared to 2 million for the year-earlier period, according to ABC.
By 2020, digital magazines are expected to pass print editions in revenue, according to a forecast by mediaIDEAS, a global research and advisory firm.
The greater significance of ‘Empire’
This year’s big Super Bowl ad trends
Here they are: Buzziest Super Bowl ads
‘Duff Till Dawn,’ don’t bother to stay up
So tell us, who will win Sunday’s Super Bowl?
For ‘Parenthood,’ pulling at the heart
Cable overnights: ‘Sons of Liberty’ rebounds
Finally, Super Bowl ads are sold out
Univision picks up rights to Miss Universe
Meredith buys more health titles
GoDaddy yanks controversial Super Bowl ad
CBS’s ‘CSI’ surges to season high Tuesday
State of the Union soars on Twitter
- Bryce McTavish becomes SVP at The Integer Group
- Betsy Fischer Martin becomes contributing editor at More
- Brent Cunningham joins Food & Environment Reporting Network
- Rehan Iqbal and Garen Karnikian rise at True North
- Ari Buchalter and Michael Lamb become co-presidents at MediaMath
- Jacob Chappell becomes VP of sales at SOCi
- Shania Twain starring in ABC concert special
- Jerry Ferrara joins Starz's drama 'Power'
- Nick Jonas joins the cast of Fox's 'Scream Queens'
- Rita Ora performing on ABC's Academy Awards telecast
This week’s cable ratings
This month’s new media traffic data
This week’s broadcast ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
Assistant media buyer opening in San Francisco
Digital media buyer job in Minneapolis
Programmatic media planner wanted in New York
Assistant digital media planner job in Dearborn, Michigan
Media planner/buyer position in Baltimore