Pricing and Promotional Tips
PRICING AND PROMOTIONAL TIPS FOR MAGAZINE APPS
Keen to grow your subscriptions on iPad and other tablets and reach global markets?
Learn what pricing and promotional tips are working for publishers using the magamall.com/disticor.com platforms. With almost 600 Apps live for both Apple and Android devices, the company have a wealth of experience gleaned from a wide range of clients who tested different promotions over the summer of 2011.
These are their top 5 tips plus a case study from Attitude Magazine:
1. DIRECT LINKS & STAND-ALONE APPS
Whilst the Apple App Store’s search functions are effective (in comparison to Android), we have seen up to 25% increases in digital sales for publishers who use a direct link from their website or newsletter to their particular app. This method also helps publishers avoid losing sales to their competitors using similar key words. We have also seen big sales increases when switching from being in a newsstand type app to using branded, stand-alone apps. There are of course still merits to both approaches though – this is why we launched our Pocketmags Magazine Newsstand for Android and shortly will launch the same on Apple.
2. PROMOTE REGULARLY ACROSS ALL YOUR MEDIA
The most telling (and arguably inevitable) factor from the MagazineCloner.com study was that the publishers who regularly promoted their digital editions, whether using their print titles, via their principal website, on social networks, on newsletters, or all of the above, had significantly and consistently higher sales than those which did not. We know this is obvious, but you’d be surprised how many publishers don’t mention their apps when communicating with readers. They should; it works.
3. SET ATTRACTIVE PRICE POINTS AND OFFER DISCOUNTS FOR SUBS
It is important to get the pricing of your app right. Too high and you damage sales, too low and you de-value your brand. The most successful approach for publishers has been to offer their app for a “special, introductory price”. This low, intro price allows new readers to try the magazine without spending a fortune: eg $1.99 including an issue of their choice. Once the reader has accepted that offer, new single issues can jump in price to say $2.99 but the 6 and 12 month subscription prices are set low. Back issues can still be incentivised by offering ‘back issue bundles’ in-app.
4. MAKE TIME-LIMITED SPECIAL OFFERS
Most publishers see sales volumes grow significantly when a special offer is made. For all offers, a clear time-limit ensures that readers do not develop an expectation for a cheaper product and are encouraged to act quickly and impulsively. See the Attitude Magazine promotion below.
5. BACK ISSUES
Many specialist publishers’ titles are non-time-sensitive, with most content still of interest to readers after their publication date, be it an article about a certain place, person, make or model. With approximately 15%-20% of monthly sales from back issues, this is an undeniable ongoing revenue source for publishers. Back issues are heavily in demand, clearly exhibited by the success of time-limited back issue offers (see case study) and the volume of ‘back issue bundles’ which have been sold – a unique feature to the MagazineCloner.com software.
CASE STUDY: ATTITUDE
Attitude Magazine sent the following push notification on the evening of Thursday 18th August along with a mention of their offer on the weekly newsletter, sent on Fridays.
Back issue promotion - From Thursday 18th August to Sunday 21st ALL back issues are half price! Complete your collection today!
In the following 72 hours over 1400 Attitude back issues were sold, over 10 times more than a comparable period the weekend before. The offer was also timed to coincide with the release of a new issue so that users were active within the app already. Arguably this may be better timed in the middle of a release cycle as revenues are slowing to re engage users with the app. Both strategies have their merits.
MagazineCloner.com is the largest app developer in the UK with over 550 Apps live on both Apple and Android devices. The company offers publishers standalone / branded apps as well as placement on their free newsstand apps. In addition, MagazineCloner.com clients benefit from online editions for PC and Mac use, which are sold through their own brand, www.pocketmags as well as their affiliate partners in North America(www.digital.magamall.com)
More info: www.magamall.com/disticor.comor contact Carolyn Owens at +1 905 619 6565 ext 233 firstname.lastname@example.org