The SGIA recently commissioned research by NAPCO Media to evaluate the value and transformational influence of digital printing on magazine publishers. The key results indicate a very positive outlook by publishers towards the opportunities that digital printing may provide. But there are some challenges, too.
At locr we have experience of working with magazine publishers who have discovered real benefits in using digital printing with the help of our solutions. Here we share some of the SGIA research results and explain an innovative service for magazine publishers that we call “GEOadverts”.
69% of magazine publishers are already using digital printing in some way. When asked what for, most say for targeted short-run magazines. However, 10% of magazine publishers are also using digital print’s variable data capability to create fully personalized ad sections.
When asked obstacles prevented publishers from producing more digitally printed products, NAPCO research showed that 34% said they don’t have the right programs and 27% said they don’t have data. Most mostly, 39% cannot yet see the ROI they can achieve with digitally printed magazines.
Demonstrating the Value of GeoAdverts
One leading German magazine publisher has risen to these challenges. As Gerhard Märtterer, the former Head of One-to-One-Marketing-Services for the Eversfrank Group explains:
“The content pages of the magazines ‘Sport Bild’, ‘Auto Bild’ and ‘Computer Bild’ are printed in classic “One-to-Many”. The four cover pages are digitally printed for all subscribers. But the best thing is that a car manufacturer can place the retailer’s address that is nearest to the subscriber’s address on the cover page and invite the reader for a test drive. In cooperation with locr we even generate maps that show each subscriber the way to the nearest car retailer.”
We call these personalized ads “GEOadverts”. They take advantage of subscriber address data, that the publisher already has, to advertise a nearby location of a retail brand. It’s a program that’s right for advertisers that want to encourage readers to do things like take a test drive, try out a computer before they buy or go to a sporting event – whenever someone needs to go somewhere to experience the brand. There is a higher ROI from a GEOadvert because it is targeted, relevant and taps into the customer’s personal experience of place.
The NAPCO researchers went on to enquire about why magazine publishers use digital printing programs. 25% reported that data-driven print campaigns like these are an opportunity to drive engagement for their advertisers. Looking ahead to the future, 68% said they are interested in fully personalized advertising sections.
To sum up, the SGIA’s report made two important recommendations:
- Publishers should attend conferences where the value of digital printing is analyzed and case studies are presented
- They should discuss with advertisers their goals and suggest innovative programs that harness data-driven digital printing.