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.
Another magazine bids farewell to print: Complex
Coming soon from Hearst, Pioneer Woman magazine
New from Google: New York’s holiday windows
Solid but not spectacular numbers for ‘Hairspray’
New from Facebook, a tool testing for fake news
Programming blog: What’s canceled and renewed
Cable overnights: Big decline for Leah Remini show
Yet another suitor lines up for Time Inc.
What’s hot and what’s not in syndication this fall
Struggling Pandora unveils its challenge to Spotify
It’s here: Media Life’s Hispanic Premium Newsletter
Media Life’s Digital Media Transparency Initiative
Hot this holiday season: Taraji P. Henson
- ABC ad sales president Geri Wang retiring
- Lydia Polgreen becomes editor at The Huffington Post
- Laura Henderson becomes SVP of marketing at BuzzFeed
- Erin McPherson becomes head of content strategy at Verizon
- Josephine Livingstone becomes culture writer at The New Republic
- Jessica Lichtenfeld becomes associate consultant at Coleman Insights
- Julie Ginches and Glenn Kiladis join ViralGains
- Stephan Horbelt becomes executive editor at Hornet
- Tony Rock hosting TV One's 'The Game of Dating'
- New York Times Vietnam guide Nguyen Ngoc Luong dies at 79
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: August 2016
This month’s new media traffic data
Luxury media sales in Chicago
Public relations account supervisor in Atlanta
SEO and SEM manager opening in Pittsburgh
Media supervisor opening in New York
Media buyer/planner position in Madison, WI