Book Buying Habits by Month

Books sales have a seasonality. Certain times of the year have higher sales. Unsurprisingly, December is a high point every year. It makes sense sales would increase around the gift-giving holiday season. December is also a time when many workers take vacation time. Depending on the book given, this can represent a splurge or luxury gift. It may be an insightful gift into the receiver鈥檚 character, an acknowledgment of talents or interests, or so many other aspects of the giver and receiver. Books as a gift often represent a deeper understanding within a relationship, so purchases naturally spike during gift heavy holidays.

Time Spent Reading

Apart from 2020 鈥� when many were stuck at home 鈥� the average daily time spent reading has remained flat. On weekdays, the average American reads for less than 30 minutes per weekday for the period from 2018 to 2021. Weekend reading numbers were equally under an hour across the same time frame.

Number of Books Read

A Pew Research study divided readers into eight categories, by the number of books they鈥檇 read in the previous 12 months. The biggest cohort was those who said they hadn鈥檛 read any books, at 23%. However, the second-largest group was the 鈥渟uper-readers,鈥� those who self-reported having read more than 20 books in the previous 12 months.

Why Read Books?

Even with all the distractions available these days 鈥� social media, video games, Netflix 鈥� books are still being read. Reading habits and format trends have changed, but the appeal of books has never gone away. No matter what technology comes along, the basic technology of ink on paper will always hold a place in our lives. Curling up with a good screen just doesn鈥檛 sound nearly as relaxing as the alternative you鈥檙e already thinking of!

Cognitive Benefits

Reading books, engages our minds in a unique way. It stimulates critical thinking, enhances concentration and improves memory retention. Studies have shown reading can boost analytical skills, expand vocabulary, and increase overall cognitive abilities. Unlike the fleeting nature of online content, books provide a deep and immersive experience. That experience encourages sustained focus and intellectual growth. Studies have demonstrated that the interaction of additional senses improves both understanding and retention. Holding a book, even sometimes smelling the 鈥渓ibrary鈥� while you read it, improves the experience鈥檚 cognitive impact.

Escapism

It allows us to disconnect and immerse ourselves in new narratives. Getting lost in a book can .

Emotional and Empathetic Connections

Books have the power to evoke strong emotions. They can create meaningful connections between readers and characters. Through literature, readers can explore diverse perspectives, cultures, and experiences. Those experiences foster empathy and understanding. Books offer a window into the human condition, helping us relate to others and develop our .

Deep Learning and Critical Thinking

Books provide in-depth knowledge on a wide range of subjects. Through reading, we engage in Books encourage critical thinking, enabling us to evaluate, analyze and question the content we encounter. They can cause us to question what 鈥渨e know鈥� and to explore and understand the differences.

Digital Detox and Restoring Balance

In a world of constant digital connectivity, physically printed books can offer a valuable respite. It provides an opportunity to disconnect from screens. 滨迟鈥檚 a reprieve from the distractions of incoming emails, texts and other intrusions. Reading a printed book allows us to find balance in our lives. Engaging with a printed book encourages a slower, more deliberate pace, promoting mindfulness and a break from the constant distractions of the digital realm.

Changing Trends in Book Formats

Over the years, the landscape of book formats has undergone big transformations. Technological advancements and shifting reader preferences have sparked numerous changes. This gave rise to diverse formats catering to different needs and preferences.

Rise of eBooks and Digital Reading

The advent of eBooks was expected to revolutionize the publishing industry. They provided readers with portable and easily accessible digital versions of their favorite books. While eBooks have gained widespread popularity due to their convenience, they haven鈥檛 been the juggernaut they were initially expected to be. In 2022, eBooks made up about 11% of trade book sales revenue. A May 2023 report from Statista shared 鈥渆-book sales growth is sluggish. The number of e-books sold each year is notoriously difficult to track and results depend on the data provided by publishers, and official figures show annual e-book revenue has yet to reach 1.5 billion U.S. dollars.鈥�

Resurgence of Print Books

Contrary to predictions of their demise, printed books have experienced a significant resurgence. Readers still cherish the tactile experience of holding a physical book and turning its pages. They appreciate the aesthetic value of a well-designed cover. A 2020 survey by found new printed books were the overwhelming favorite among U.S. adults. Out of those surveyed, 39% preferred the format. The second-favorite book to purchase? Used printed books. Almost a third 鈥� 听31% of respondents 鈥� said they preferred used print books. Meanwhile, 25% said they preferred eBooks and 5% chose audiobooks. Even in the midst of the pandemic, demand for printed books outstripped demand for digital readers.

Audiobooks for Multitasking and Learning

Audiobooks have gained in popularity over the last decade. Sales revenue from downloaded audiobooks in the U.S. more than doubled in five years 鈥� from $342.2 million in 2017 to $839.5 in 2022. Audiobooks hold special appeal for individuals who multitask. They鈥檙e also being used as a tool in classrooms, allowing students to follow along while they鈥檙e learning to read. Sales of physical audiobooks 鈥� like CDs or the giant sets of cassette tapes I used to play during road trips in my 1991 Oldsmobile Cutlass Ciera 鈥� have declined since 2017. At the same time, revenue for downloaded audio 鈥� the audiobooks downloaded directly to your phone or tablet 鈥� has grown. A Statista report from May 2023 predicted 鈥渁udiobooks will continue to gather ground. Print, however, is still the preferred book format.鈥�

Comics and Graphic Novels

Comics and graphic novels 鈥� especially manga 鈥� have seen explosive growth in recent years, especially in the United States. executive director and industry analyst Kristen McLean said, 鈥淐omics and graphic novels have seen some of the fastest growth in the [US] industry since 2019, driven by unique factors including increased anime viewing during the pandemic driving new fandom for manga, consolidated sales of certain high-profile children鈥檚 series such as the 鈥楧ogman鈥� books in many outlets over the last few years, and the elevation of content from next-generation platforms like making the leap into page and screen.鈥� In 2022, manga sales brought in more than $246 million in the U.S., making up 54% of total graphic novel sales. A June 2022 by ICV2, Comichron and Statista showed revenue for printed comics and graphic novels reached $1.9 billion in 2021. In the same period, digital editions brought in just $170 million in revenue.

Graphics novels geared toward younger readers are expected to do especially well in the near future. “There were always [graphic novels] in the YA space but there are more for younger readers now. Part of that is a reaction to the disruption to education during the pandemic, but there are some really interesting things going on,” Bounce Marketing鈥檚 Robert Snuggs told .

Reading Communities and Social Media Influence

Online book clubs, reading communities and social media platforms have transformed the way readers discover, discuss and recommend books. Platforms like Goodreads, Bookstagram and especially enable readers to connect, share recommendations and spread the word about little-known books. Social media influencers and 鈥渂ooktubers鈥� also play a significant role in shaping reading trends and influencing book purchases. NPD BookScan鈥檚 Kristen McLean believes #BookTok will continue to drive book sales for a long time. She reported the group of BookTok-using authors they follow had a sales gain of 60% in 2022.

Artificial Intelligence

AI could be the next big disruptor to the book industry. However, it likely won鈥檛 be AI doing the writing for a while. An found 34% of respondents were 鈥渘ot at all interested鈥� in reading a book written entirely by AI. When asked if they would be interested in reading a book partially written by AI, 30% of those surveyed still said 鈥渘ot at all.鈥� A 2020 article in Forbes described AI-written books as However, as the technology advances, publishers are keeping an eye on it. didn鈥檛 think AI would be writing or editing all new books anytime soon, but it might play a role in distribution and marketing, or in weeding out the 鈥渟lush pile鈥� at publishing houses.

Times Keep on Changing

Despite the prevalence of digital technology vying for our attention, book reading continues to hold immense importance. New devices continue to pop up, but physically printed books remain the preferred format.

The changing landscape of books reflects the evolving preferences and needs of readers in the digital age. While eBooks and digital reading offer convenience, printed books continue to thrive, offering a sensory experience and a connection to tradition. Audiobooks provide an alternative way to consume stories. Online communities now play a big role in what people choose to read. As technology advances and reader preferences continue to evolve, it will be fascinating to see how book formats and reading habits adapt to meet the changing needs and desires of readers in the future.

Interested in putting your idea into print? Let鈥檚 talk!

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The Case for Inclusivity

听The CDC estimates have some type of disability. And the American Institutes for Research reports that, in 2018, this group had nearly and $21 billion in discretionary income. (Disposable income is what you have left over after taxes but still has to go toward necessities like food and the mortgage. Discretionary money is what鈥檚 left after basic living expenses have been covered.) And that鈥檚 just the spending power of the disabled community. Think about the people near and dear to someone with a disability, who would probably be thrilled to see someone who looks like their loved one represented in marketing or media.

Despite this spending power, the over 56 million people with disabilities in America are vastly underrepresented in media. Nielsen did, and found that 鈥渏ust 1% included representation of disability-related themes, visuals, or topics.鈥� I wasn鈥檛 able to find stats like this for print, but it鈥檚 easy to believe that there鈥檚 a similar shortage of representation.

听Do It Well

Including people with disabilities in your publication is awesome, so long as you keep it authentic. If you鈥檙e a regular reader of our blog, you鈥檝e definitely heard that word before. Your portrayal of anyone with a disability needs to be honest, accurate and not patronizing.

Do your research. Information sources such as the American Disability Act National Network provides resources like and . This is not only a way for you to find out more about potential audiences, but also a way for you to identify and uplift people with disabilities in your existing clientele.

The beauty and fashion industry has made strides in recent years. , who has Down syndrome, as the face of their brand. Jillian Mercado, who has muscular dystrophy, has appeared on television, runways and graced the pages of . And there are probably many, many more models with disabilities looking for work at the local level. Companies who represent this well avoid labeling and categorizing people by their disability and emphasize the identity and abilities of the individual, not the disability they have. The REACH organization provides more helpful tips on how to use to avoid accidental offenses.

If your organization uses stock photos, try finding photos including people with disabilities. Getty Images has put together for 鈥渢hose looking to create more authentic stories.鈥�

Mass Appeal

听People with disabilities eat food, play games, have pets, drive cars, wear makeup, watch movies, play music and raise children. People with disabilities have successful careers. People with disabilities make purchasing decisions for businesses. And disabled people are probably interested in what鈥檚 in your publication. Not only would it be a good thing to do, it might have the added benefit of expanding your audience.

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It is no longer enough to just create attention-grabbing content. For long-term success, businesses need to look beyond marketing trends to be mindful of how they engage with their audiences. The focus of marketing needs to be rooted in the values of the company and travel consistently throughout each department to develop trusting relationships with clients.

Businesses must now connect with prospective and loyal customers in meaningful ways by building up their reputation as trusted sources of information and nurturing those relationships for growth over time. Fostering these connections has become more complicated through the global pandemic, as it has caused many people to be preoccupied with managing its effects on their lives.

Grow a reputation as a trusted source of information

The ultimate goal of any marketer is building a relationship with their customers. This can be done by establishing trust, authenticity and knowledge about your brand. 鈥溾€�

鈥淚 see marketing as a conversation听between a customer who has a problem that needs solving, and a business that can provide a product or service to meet that need. In the process of this conversation, both parties learn more about each other and build a relationship over time,鈥� opined of Marketing Insider Group.

When you know your target customer, it’s easier to create content that speaks directly with them and solves their problems. It also makes marketing more engaging for everyone involved. To be successful today, not only must companies develop a clear understanding of their customers’ needs, but brands also need to align their goals with those of their customers.

Focus on building relationships with your customers

It is imperative to focus on customer retention, loyalty and advocacy to provide a great customer experience. For this, there is a need to cultivate meaningful relationships with current customers rather than just attracting new ones. In terms of ROI, Brenner continued, 鈥渞ecurring customers are more valuable than new customers. Studies have found that , so it鈥檚 definitely worth putting in the effort to keep your customers happy.鈥�

There is nothing more valuable than customer loyalty. Each relationship with a customer is an investment, and the payoff is a loyal client who can be a wonderful ambassador for your brand. Clients like this will help to increase both your reputation as well as awareness of your company through word-of-mouth.

UBS Asset Management鈥檚 Isla Mackenzie shares that when the company-client relationship is built on 鈥�,鈥� working toward this shared goal leads to better work.

Apply a human-centric approach to your marketing strategy

The human element is often overlooked in the business world, but it plays a vital role in building relationships and brand loyalty. By taking a human-centric approach to customer service, businesses can inspire trust, build loyalty, and create lasting relationships with audiences.

Kristian Djurhuus of The Drum remarked, 鈥渕eaningful engagement with consumers has to be anchored in core human behavior that can cut through the clutter in a fragmented media landscape鈥� In a world with unpredictable consumer behavior, complexity, a myriad of channels and platforms, 鈥�

While trends come and go, the basics of success in marketing remain the same. Work to build a reputation for your brand as a trustworthy, knowledgeable and likable company by prioritizing meaningful connections with clients on a human level.

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Print is an important offering that can forge strong relationships with your audience. At the same time, it has a cost that can be a hurdle for a new publication with an unproven audience.

That鈥檚 where reverse publishing can help media organizations build up to a successful print launch. In a general sense, reverse publishing relies on ensuring audience demand with digital platforms before pursuing a print product. It can involve a brand-new publication seeking to organically build a following before launching a print product or an established platform making forays into a new niche. The main benefit of a digital-to-print strategy requires less upfront capital than the conventional model.

One recent example is , launched by Meredith this spring. The print publication is a companion to , which was established last year as a digital brand publishing high-quality pet-care content. The platforms capitalize on the growing popularity of pet ownership and pet pampering in the U.S. own at least one kind of pet, and spending on pets will reach this year, up nearly 10% from two years ago.

鈥淧aw Print is a clear progression toward serving Meredith鈥檚 pet consumers with desired content in a print product,鈥� George Baer III, VP, Managing Director of Foundry 360 @ Meredith, told FIPP.

. . .

Three steps to succeed with reverse publishing

Reverse publishing will look slightly different in each instance. But there are three general steps that all entities employing the model take.

1. Find your footing with web traffic

Reverse publishing succeeds when brands have established digital audiences that will become an immediate group of print subscribers. Your web traffic is the best tool to understand this audience. Go beyond the big picture to focus on the data behind your content 鈥� both to understand what there鈥檚 demand for and to determine the potential for investment in additional mediums. This analysis should involve not only looking at your overall website traffic, but also the traffic to individual stories. Is the successful content suited to a digital medium, or is it best in print? If not, how would it have to change 鈥� and would your audience support that change?

2. Build a social media following

It doesn鈥檛 matter how awesome your content is if no one notices it, and that won鈥檛 help you make a case for investing in a print product. That鈥檚 why it鈥檚 valuable to have a strong social media presence. The spends several hours each day on social media. Meet them where they are, and they may follow you to new mediums. Social media pages are a great way to build support and anticipation for your print launch. Furthermore, they are a great place to gather feedback on the types of content your followers want.

3. Find a balance between print and digital in your content strategy

Once the statistical and social media support is there, it鈥檚 important to outline the relationship between your print and digital platforms and stick to it. Bonus points for transparency in telling your readers what you hope to accomplish on each. There is some overlap, but oftentimes print and digital audiences are mostly distinct. Thus, your content strategy must evolve to incorporate your print publication. Consider less time-sensitive quick hit stories in favor of more long-form content, graphics and striking photography that benefit from being in print 鈥� and is something your audience will keep and pick up again.

. . .

Print and digital succeed when they work in tandem with one another. While print is increasingly viewed as a place to showcase the best content you have, digital platforms are important to build your audience and have engage them on a regular basis. A print product can not only support your current audience but also help you expand into new circles.

The reverse publishing model is one way to make your investment in print a safe and secure win.

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There鈥檚 so much more that goes into email marketing beyond the text itself. Conceptualizing the campaign and building your contact lists are challenges in their own right. But all that effort is wasted if your emails aren鈥檛 getting opened. That鈥檚 where optimizing the text and subject line is so important.

These days, it鈥檚 harder to generate engagement through digital channels such as email marketing due to pandemic-related digital fatigue. At the same time, your audience has never been more connected to their inboxes. There鈥檚 still plenty of value to derive from email marketing campaigns, so long as your emails are written in a way that engages, interests and excites.

Every email campaign or one-off marketing message has their own purposes and goals. But there are universal principles to email marketing every email should follow. Your emails and campaigns have different functions, but when it comes to copy, they should all adhere to the same principles.

Before you launch an email campaign, it鈥檚 important to set goals based on key performance indicators such as open rate, click through rate and bounce rate. Look at all the data compiled from previous campaigns to set a standard. There are also some baselines out there to help gauge your success. Conduct some research related to your specific industry about the ideal click through, open and bounce rates. Many email marketing services offer data that go way beyond the basics, such as tracking which parts of your email are getting clicks and how long they spend reading it. Leverage this data to improve the success of future campaigns.

Follow the Three Cs for Body Copy

When writing your marketing emails, keep these three Cs in mind: Be concise, be conversational and build toward a call to action (CTA). All rules are made to be broken, but these principles provide a foundation for writing your marketing emails.

Be Concise: Don鈥檛 pack a plethora of sales pitches into one email. Establish the problem your target audience faces, show why your product or service solves it and then move to your call to action. Your audience is likely skimming the email anyway 鈥� make it easy for them to get through it. Your subject line should also be short. But short isn鈥檛 synonymous with bland. Use strong verbs and vivid descriptors to make them stand out. You can do the same with bold, underlined or italicized text. Remember, you鈥檙e not the only one trying to catch their eye. Think outside the box to capture their attention.

Be Conversational: Your messaging must be as conversational as it is concise. Emails are an intimate way to engage your audience; it鈥檚 essentially a one-on-one conversation with your audience. The tone should reflect that. Unless it鈥檚 for effect, maintain a straightforward and conversational tone throughout your email. Would you shout at a potential customer in person? Then maybe refrain from excessive use of the caps lock key. In this same sense, it鈥檚 best to avoid long-winded monologues and complex sentences. Break up any paragraphs more than three lines long.

Build in a Call to Action: It doesn鈥檛 matter how successful your messaging is if it doesn鈥檛 push your audience toward taking a specific action. Whether it鈥檚 to take advantage of a time-sensitive sale, speak with a sales representative or read a blog, every email you write should build toward a specific action. This often comes at the end of the email, though you may even consider inserting your call to action into your subject line to boost opens. The best CTA鈥檚 create urgency 鈥� though not every single one necessarily should.

Rules are made to be broken, and that鈥檚 no different when it comes to email marketing. Some of the most compelling copy completely breaks the mold. While this can be effective on occasion, the one rule to generally adhere to is consistency. From timing to voice and visuals, consistency is important for your brand. Erratic messaging or marketing emails that are all over the place might do more harm than good, and they make it impossible to create contrast when you want to change things up.

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From Amazon Prime and HelloFresh to Netflix 鈥� not to mention its numerous competitors 鈥� most of us are juggling at least a handful of subscriptions.

There seems to be new subscription-based businesses launching every day. But consulting giant Deloitte鈥檚 of Digital Media Trends suggests subscription fatigue may be setting in for consumers.

They found that 40% of millennials and about 30% of Gen X and Gen Z were 鈥渙verwhelmed鈥� by their subscription count. Before the pandemic set in, the average American had a dozen different media and entertainment subscriptions; millennials averaged a whopping 17 different subscriptions.

The growth of subscription fatigue is concerning for magazines and organizations which rely on a subscription or membership-based business model. 滨迟鈥檚 never been more important to prove your worth to subscribers.

At the same time, it鈥檚 also important to ensure your subscription or membership rate is competitive. There鈥檚 a lot of quality content out there, and not all of it is behind subscription paywalls or exclusively in print. If your subscribers aren鈥檛 getting what they want from you, they will find it elsewhere. Faster or cheaper can quickly undermine your value equation.

What can organizations do to soothe the impact of subscription fatigue? There鈥檚 no single solution or magic formula to address the potential impact of subscription fatigue. But no matter your niche, some recent moves by large media organizations might provide some inspiration for your own strategy.

Use engagement metrics to create quality content

for their new paid newsletter platform. Forbes aims to increase digital subscriptions by bringing on 鈥渏ournalist entrepreneurs鈥� operating their own paid newsletters through platforms like Substack.

The takeaway for smaller subscription-based organizations?

Allow your audience to influence the content you provide. Forbes is acquiring journalists who have demonstrated their content is of interest to specific audiences. Most of us don鈥檛 have the deep pockets to acquire audiences, content and writers, but you can use your own website metrics and other feedback mechanisms to understand which types of content your audience wants.

With social media and website data, we鈥檝e never had a clearer picture of who our audiences are and what they want. The feedback potential goes beyond comments, likes and page views too. Average time on page is a strong determinant of the quality of your content. Other metrics to consider include average session duration, unique visitors and pages per session.

If your association or publication doesn鈥檛 have a strong online presence, annual subscriber or member surveys can generate beneficial feedback. A survey for non-renewing subscribers can be insightful in understanding price points, competitor conquests and perceived value.

There are so many different ways to engage with and generate feedback from your audience, it can be hard to land on just a few. Leverage the information you gather, and you鈥檒l be less likely to land on their subscription purge lists.

Explore more intimate advertiser relationships

In contrast to Forbes鈥� focus on audience-driven content, Rolling Stone is redefining sponsored content in 2021. they are offering thought leaders interested in reaching their readership the opportunity to publish original content for a mere $2,000.

What do these developments mean for association journals and niche magazines?

It may be time to revisit your relationship with sponsored content. Although avoided by many associations in the past, paid content can offset postage and other increases with the added benefit of subsidizing content creation and development, as long as it doesn鈥檛 undermine your mission or brand.

As indicated, most consumers prefer ad-supported streaming rather than content solely supported by their subscription payments. It might make sense to weigh the merits of the 鈥淩olling Stone route.鈥�

You鈥檝e worked hard to build a dedicated base of loyal subscribers; your advertisers want to reach them. Offering more in-depth sponsored content, or even redefining what sponsored content could be for your publication, can be a good way to boost your advertising bottom line. If the content, products and services advertised closely align with your subscribers鈥� wants and needs, sponsored content could elevate your brand credibility.

This isn鈥檛 to argue for throwing your entire subscription model out the window, but some increased ad revenue can help offset any revenue lost to subscription fatigue.

Now is the time to reaffirm your value to subscribers with content they want and hedge against subscription fatigue by exploring new advertising relationships. Despite the reality of subscription fatigue, conclude that eventually an overwhelming majority of businesses will offer subscriptions of some kind.

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Consumers鈥� relationships with retailers and brands are no different from basic human relationships, according to a recent Forbes article by Pamela N. Danziger, a senior contributor on retail. Simply put, everyone wants to be understood, and marketing organizations reap the rewards when they achieve that goal. Danziger points to a recent Redpoint survey indicating that 70% of holiday shoppers would shop exclusively with retailers and brands that personally understand them.

Easier Said Than Done

There are a lot of complexities in creating a personal experience with integrated, customized messaging delivered in a timely manner through print, online and in-store. Many fall woefully short, with Danziger pointing to three frequent frustrations uncovered in a Harris Poll:

1. Sending offers for a recently purchased item (34% rated as very frustrating)
2. Sending irrelevant offers (33% rated as very frustrating)
3. Failing to recognize them as existing customers (31% rated as very frustrating)

The same poll also indicated a big payoff for those marketers getting it right. Almost half of respondents said they are more likely to make their holiday purchases from merchants that send them relevant, personalized messaging and offers. The reason is pretty clear: personalized content helps prove that you understand your customers on an individual basis.

Data: The Alpha and Omega of Personalized Marketing

Becoming data intelligent is essential. Raising the sophistication of your marketing campaigns requires having a broad knowledge of what is available and knowing how to put the tactical elements together in a sound campaign strategy. A key starting point is to develop a data intelligent marketing organization. The more complete, accurate, up-to-date, integrated and accessible your data, the better the outcome of your omnichannel campaigns.

Actionable data exist in most organizations from a multitude of sources, including purchases, subscriptions, contests, surveys, special acquisition programs and more. The problem is that the data often reside within silos rather than in a consolidated, actionable data warehouse. Multiple databases and data sets are difficult to manage and present real challenges in extracting the data鈥檚 value. So, start your internal efforts by getting your data in order, including a plan for how you want to deploy it.

If your initial data is incomplete, you can enhance it through the use of a data aggregator, which is a service provider that collects and compiles data from individual sites to sell to marketers. Some of the services offered can profile the demographics of your current customer list and allow you to create more targeted prospecting campaigns.

Keep up with Personalization Technologies

This is especially true for print, where marketers often regard print technology as unchanging. The truth is that new technologies are being introduced or taken to more sophisticated levels every day. That鈥檚 particularly true among data-driven technologies, which keep enabling more complex levels of personalization.

For example, we all know that digital variable data printing technology allows you to personalize every word and image on a page. Yet technology such as XM庐PIE uImage庐 software takes you a step beyond. You can create attention-demanding communications that build readership and response by embedding text within images and images within images.

For instance, instead of a boat dealer using a static image of a boat in a direct mailpiece, the dealer could include a variable, personalized image where the model changes based on a recipient鈥檚 preference and the recipient鈥檚 name is engraved on the boat鈥檚 side. The process is as simple as creating a template within Adobe庐 Photoshop庐 or Illustrator庐, and then using the system鈥檚 uDirect庐 or PersonalEffect庐 tools to generate and place a set of individualized images directly into the print stream.

Another example is mapping technology. We鈥檙e all familiar with the generic location maps that show the store nearest you. They鈥檙e useful (and a form of variable data), but you can do so much more.

Current mapping technology now enables you to create maps completely individualized for each person on your mailing list. You can show them the exact route from their homes to your store while including any of these options:

• Start/Stop icons
• Map size and shape
• Line color and thickness
• Travel time and distance

What鈥檚 more, the whole process is simple and relatively inexpensive. All you need to do is submit your file on a spreadsheet, and the software creates the individualized maps that are then produced on the fly during the digital printing process.

Cost Saving Side Benefits

While there is obviously some expense to creating more personalized campaigns, the very nature of superior targeting tends to bring about efficiencies. In the case of postal mail, you can significantly reduce your mail circulation, and nothing is a bigger cost factor than postage. And if you believe the adage 鈥渆xpensive is what doesn鈥檛 work,鈥� then the far superior campaign results from more personalized engagement deliver the real payback in higher response rates, better conversions and greater loyalty from customers who feel you understand them.

抖荫短视频 Can Up Your Personalization Game

We offer a variety of integrated multichannel capabilities, from data services and email marketing to personalized URLS (pURLS), inkjet messaging, mobile barcodes and augmented reality, that complement our print production, fulfillment and distribution services. We can also provide integrated campaign management and reporting to measure performance as well as provide the data you need to help refine future campaigns.

Contact your representative or send an email request to听printsales@walsworth.com听to learn how we can听help take your customer engagement to a higher level.

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Except they didn鈥檛. Or, more accurately, they didn鈥檛 do it quite that easily.

The problem was that smartphone users still had to download a third-party scanning app, which proved to be more work than many wanted in a world demanding instant gratification. According to a 2011 study by comScore, 14 million mobile users (6.2% of total users) scanned a QR or other barcode on their smartphones that year. And they were scanning them everywhere鈥攁t home, at work, at retail stores, grocery stores, restaurants and public transportation. They were particularly popular in the U.S. with men 18-34 having household incomes of $100,000 plus. Sounds great, right?

But then the bottom fell out. With the novelty gone but the extra effort still required to scan a QR code, usage dropped to 9.76 million by 2018. Now, however, a study by QR Tiger (鈥溾€�) 听projects that 11 million U.S. households will scan a QR code in 2020. And, according to the most recent data available, the 24-54 age group has the most interaction with QR codes with the 34-44 bracket representing the most users at 27%. The QR Tiger study further indicates that the most popular reasons consumers scan QR codes are:

• Payments triggered from QR codes on printed statements that go directly to secure account-payment pages
• Discounts via coupons and print promotions (expected to reach 5.3 billion by 2022)
• Product packaging to access more information (83% worldwide growth since 2018 with 8% annual growth in smart packaging going forward)

So, Why the Big Growth Spurt?

There are three main reasons:

1. Increased access to mobile devices and high-speed internet. These are key drivers in expanding the appeal of QR codes for modern marketers.听A study by Juniper Research indicates that 90% of the world鈥檚 population will have access to high-speed internet in 2020. When paired with greater access to smartphones, the result is increased QR code acceptance.
2. Built-in barcode scanning on smartphones. The hassles of downloading an app disappeared for iPhone users in 2017 with the release of the iOS 11 update. Android 8 (OREO), 9 (Pie) and 10 followed with built-in scanning.
3. Impact of COVID-19. As the world retreated to more touch-free, germ-eluding communications, QR codes were a natural. According to an article by Lily Harder () published at the BRAND United website, just 4-5% of all U.S. mail observed during 2018 and 2019 included a QR code. According to Comperemedia, that鈥檚 changed to more than 7% of all mail pieces captured in its database, which represents a significant 60% increase over the past two years. And increased usage is occurring in far more than direct mail. As one example, Harder points to restaurants using QR codes on table-top signs where diners can access an online menu without having to handle menus. The applications go on and on.

A Promising Future

The stars just keep aligning for wider QR code use among marketers. Harder notes that in May 2020, PayPal announced the launch of a new QR code capability for its mobile app. 鈥淭his new feature allows merchants and business owners the ability to generate, print or display a unique QR code as a means of accepting payment for a purchase at the store or any in-person transaction,鈥� she says. 鈥淣ot only will this provide customers with another touch-free option to pay for purchases, but small business owners who were previously handling cash transactions can pivot to more contactless options.鈥�

If you鈥檙e a designer, you can create crisp, clear QR codes right within Adobe庐 InDesign庐. Because InDesign creates vector codes, you can resize them without compromising quality and then copy them into applications like Illustrator庐. At any point, you can edit the QR code directly within InDesign.

Tips for Creating Successful QR Code Campaigns

So, you鈥檝e done your due diligence and you鈥檙e ready to take the plunge into QR codes. But it鈥檚 not as simple as generating a code and slapping it on communication materials. Here are some tips that will help you increase your campaign鈥檚 success with QR codes:

1. Learn the nuances of codes. These are not your father鈥檚 QR codes. You aren鈥檛 restricted to black and white. QR codes can be customized with logos, colors and different shapes to attract your audience. There鈥檚 also no need to swap out QR codes to present different offers. Unlike static QR codes, dynamic versions provide a platform that enables marketers to create QR codes that are flexible and editable.
2. Know the age and gender sweet spots. All age demographic groups, including those 55+, are increasingly using QR codes. But the prime categories trend younger with 34- to 44-year-olds leading the pack at 27%, followed closely by those 44-54 at 21% and 24-34 at 20%. Consumers below age 24 make up 14% of users and 鈥渙thers鈥� comprise 18%. Looking at gender, early studies showed men with a higher propensity to use QR codes. But later studies and observations indicated that as QR codes become more accepted for shopping and as a method for obtaining coupons, discounts and deals, their use was growing among women. So, while there is no current information available, it鈥檚 reasonable to think that the trend continues to make gender usage more even.
3. Keep the 鈥渄ata density鈥� low. A QR code with a high data density is going to have more rows and columns of dots in it. That means each dot will be smaller relative to the size of the QR code itself. If the dots are too small (0.4mm or greater is recommended), then the QR code will be difficult to scan because the data dots are below the resolution limit of the scanning device. This raises the risk of incorrect scanning or processing.
4. Print conditions matter. Generally, QR codes should be at least one-inch square in size, assuming the matrix is reasonably small, and the user is holding the printed piece. For large printed pieces like posters, make the barcode or tag large enough for easy scanning and keep sufficient margins around the image to enable proper capturing and processing.
5. Make the landing page mobile-friendly. Directing mobile users to an ordinary web page is the kiss of death. Make sure you optimize your landing page for mobile use.
6. Offer the user something of value. You鈥檙e asking users to do something special with their phones, so make sure the effort results in something worthwhile. Some ideas include providing product details, a coupon or special offer, a YouTube video link, a social media page, event details and white papers.
7. Give the user something meaningful to do. To generate interest and encourage further action, the mobile landing page must include some meaningful, desirable action the user can take that makes sense from a mobile phone. These might include store directions via Google Mobile Maps, coupons, tickets and reservations, streaming video or audio, immediate call back requests and anything else a smartphone can accomplish.
8. Analytics are a must. There are many free online code generators. Don鈥檛 settle for one that doesn鈥檛 provide the analytics you need. At the same time, you want to choose a provider with proven, enterprise-level security. The more secure your QR codes are for scanning, the better protection you鈥檒l provide to your customers and your brand. Be sure to check terms and conditions to fully understand how your data will be handled from a security standpoint.
9. Test and test again. You can easily annoy customers and prospects with a QR code that doesn鈥檛 work well. Test on multiple mobile phones, especially the most popular QR code scanning devices. You should also test the code in its intended final setting to ensure that it works at that size.

Trust 抖荫短视频 With Your QR Code Campaigns

We have more than a decade of experience successfully applying QR codes to direct mail, catalogs, books, publications and many other materials. You can rely on our customer service and premedia professionals to advise you on the best approach for your project and to oversee the project from start to finish. Contact your representative or send an email request to printsales@walsworth.com to learn how we can get your next campaign clicking.

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But have you tried going back to something that began with magazines to help them use resources they already had to build revenue?

Whatever you call it, (a.k.a. content marketing, custom media, customer publishing, branded content, etc.) is a big deal these days, In fact, according to Killing Marketing author Joe Pulizzi, nine out of 10 North American companies use it, even if they鈥檙e not sure what label fits best.

What is custom publishing?

The as an endeavor that 鈥渕arries the marketing ambitions of a company with the information needs of its target audience. This occurs through the delivery of editorial content鈥攙ia print, internet, and other media鈥攕o intrinsically valuable that it moves the recipient鈥檚 behavior in a desired direction.鈥�

See, it鈥檚 nothing new. Custom publishing is a marketing tool that has been in use for well over a century. Joe Pulizzi writes that the first example of custom publishing was , which gave farmers advice on how to make more money鈥攁nd, incidentally, help John Deere sell more wagons, plows and tractors.

Little has changed in more than a century. Except, of course, the way information travels. And who turns information into 鈥渃ontent.鈥� And the cost of disseminating content. And, unfortunately too often, the quality of the content being disseminated. With the internet, anybody can be a content marketer and claim to be engaged in custom publishing. All that said, it doesn鈥檛 mean everybody does it well.

To work as a marketing tool, custom publishing has to maintain a high level of quality in the eyes of its consumers. 滨迟鈥檚 a different kind of quality than applies to straight advertising. .

Why custom publishing works

As a marketing effort, custom publishing depends on its authority and believability for its success. Consumers have to trust the information. Apparently, the farmers who flocked to read Deere鈥檚 The Furrow trusted its content to lead them in the right direction. After all, several generations of farmers have read it.

Here are a few of the reasons custom publishing works:

• 滨迟鈥檚 not advertising. As a matter of fact, it . It doesn鈥檛 want to be seen as advertising because its strength is in its credibility and usefulness.
• It helps keep existing customers loyal. AARP has its own magazine that highlights the lifestyles of aging celebrities, offers advice on many topics and generally presents a pretty good read. The information is often valuable and usually interesting, so it helps keep the association relevant to members. It also makes members feel cared for and important.
• 滨迟鈥檚 . To be effective, a custom-published magazine, book, pamphlet, eBook, blog or any other media choice must appeal to a specific audience. It must be relevant to that audience. Therefore, much care is given to understanding the audience鈥檚 values and lifestyle. You aren鈥檛 going to publish Vegans Today if you sell steak.

How to use custom publishing

滨迟鈥檚 established: Custom publishing has a good pedigree, and it has stood the test of time, even becoming more popular over the years. How can you turn it to your advantage? Here are some suggestions:

• Find out what your readers are most interested in. Hold some focus groups. Take some informal polls. Go to meetings and conventions your readers might attend. Use the data you gather to give your advertisers direction. In short, learn more about your readers so you can give the information to your advertisers.
• Tell your advertisers you can help them target their audience more effectively because you have the data. Wow your advertisers with information they might not already have.
• Offer your advertisers a value-added service鈥攃ustom publishing鈥攖hat addresses their audience鈥檚 specific interests and needs with editorial their customers will find useful and that increases the value of their advertising by backing it up with more objective information that isn鈥檛 as much about selling products and services as about helping their customers do more and better.
• Create advertiser packages that include custom publishing. This isn鈥檛 a giveaway, but you can offer reduced rates for creating custom-published materials when your advertisers purchase a multi-placement package and/or premium positioning.
• Give your advertisers space in your videos, podcasts, blogs and other digital media. This is the digital version of custom publishing. Because your readers trust you to provide accurate information, they鈥檒l find your support of your advertisers more convincing than advertising alone. These days, you need to use every medium to its maximum advantage.

What鈥檚 old is new again

Everything, it seems, has a season. Just like hair styles go out of style and come back with a new twist, it鈥檚 our turn to embrace the new and improved version of custom publishing. 听Our society鈥檚 love of the digital world has opened many new opportunities.

Print is far from dead. There鈥檚 something substantial about words on paper. You need to embrace the dynamics of digital but remember the power of print. You can use both to make custom publishing work for your magazine.

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Contextual marketing鈥攊t gets personal

To use contextual marketing most effectively, you have to on an individual level. You might need to know things like:

• What interests them
• What they do at work and at home
• Where they go to eat, shop and be entertained
• What they buy when they鈥檙e eating out, shopping and being entertained

You want to know as much about them as possible.

Then it鈥檚 what you do with this data that makes the difference. You develop information鈥攕uch as an ad鈥攖hat answers your potential customers鈥� needs and desires and present it to them at the right online or mobile moment. That鈥檚 contextual marketing at its ideal.

Using contextual marketing to gain subscribers

Let鈥檚 say you publish a digital version of your magazine about preparing healthy meals. You鈥檙e probably looking for people who like healthy foods and food preparation and who enjoy cooking for themselves and their family and, when they eat out, prefer restaurants serving healthy food.

Now imagine these people going on a Google or other search engine quest for healthy seafood recipes. They go to the search engine and click on a likely link. Later, they decide to check on a recent event reported on CNN鈥檚 website. Along with the news, up pops an ad for your magazine. Having recently searched for recipes, they鈥檙e intrigued and click on your ad to find out more. Your chances of converting a subscriber are much improved.

Attracting advertisers with contextual marketing

News websites like CNN use contextual marketing to synchronize their ads and news content. When you bring up a particular story, the ads that share the screen relate to the content you鈥檙e viewing. The same can be done on blog pages and social media sites like 鈥攁nd on your magazine鈥檚 site.

One of the methods for is to place their ad with relevant content so readers are more inclined to pay attention to them. The same principle holds for online ads. Knowing their ad has a better chance of getting a response because of its context is a strong incentive for advertisers to work with your magazine.

How to develop your contextual marketing program

Whether you鈥檙e trying to sell your magazine or your advertisers鈥� products and services using contextual marketing, collecting good data is crucial. A customer relationship management (CRM) program offers the technology you need to do the job, as long as you pick the right software. So do your research.

Once you鈥檝e got your CRM in place, you鈥檙e just a from launching your contextual marketing effort. The CRM will help you:

• Establish customer lifecycles to determine where customers are in terms of purchasing. This step allows you to see whether your prospects are leads or buyers.
• Create the ideal buyer persona or personas so you can figure out how best to reach your prospects and turn them into customers.

To , you should also spend some time on:

• Improving search engine optimization (SEO) by including keywords that your customers are most likely to use in their searches.
• Finding out what content performs best so you can , as well as formats, that your viewers respond to most readily.
• Making sure your website is user-friendly so visitors don鈥檛 have to work too hard to find the content they want.

The advantages of contextual marketing

For both your magazine and your advertisers, . Here鈥檚 a brief summary.

Better targeting. Customer behavior data is key to contextual marketing. The data allows you to target potential customers when they鈥檙e ready to make a purchase.

Better experience for customers. Personalization gives contextual marketing the ability to fulfill customer wants and needs when they arise. Customers find their solutions almost immediately.

Better engagement with customers. Contextual marketing lets you start and maintain a conversation with your customers. You鈥檙e not just selling them something. You鈥檙e setting up a two-way communication.

Better efficiency for customers. When a potential customer enters one of your keywords, your ad appears. There鈥檚 no wading through extraneous information to get to the point. Contextual marketing saves your customers time and effort.

Better revenue for you. Improved targeting, user experience and customer engagement lead to more conversions and more sales, which mean more revenue.

Is it time for you to adopt contextual marketing?

:

鈥淚n marketing, the primary goal is to send the right message to the right people at the right time using the right channel.

According to the Harvard Business Review, the four Ps of traditional marketing (price, placement, promotion, and product) needs to be shaken up and contextualized according to the particular needs, wants, and circumstances of your customers.鈥�

Even if you don鈥檛 use contextual marketing to sell your online publication, offering it to your advertisers could go a long way toward raising your advertising revenue even as it makes for more engaged and satisfied subscribers.

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