E-Magazine moving towards a new model

The advent of the digital information Age has led to the rapid development and innovation of newspapers and magazines in recent years. Paper magazine is undergoing an inevitable transformation, more and more electronic magazine shelves, become an important category of App Store, and step by step toward the direction of data, electronic business.

Before 2012, there were few electronic magazines, but the newsstand were only able to see more famous magazines like the fashion and the south, but from the second half of the year, paper magazines apparently sped into the app Store, and, driven by Apple, New magazines appear every few days on the list. Until this year, a few of the more famous magazines in the field of paper media have been able to download and download from the App Store. Most of these magazines into the electronics industry have adopted a "essence probation + subscribe + expired Free" operating mode, so that subscribers can use far less than the price of paper magazine to get the year's electronic reading rights. Users who are unwilling to spend money on subscriptions can do the essence probation, or read them for free after the magazine expires.

For internet users who have been accustomed to free meals for years, this pattern naturally attracts a lot of complaints. And from the point of view of the magazine operator, is also in the dilemma: on the one hand, with the development of mobile Internet, the industry generally think that the paper media ushered in a good time to regain new life, capital to cater to the trend of electronic magazine business, but the content such as completely free, but also to affect the issue of paper issues, reduce corporate income, But the electronic magazine has a long way to go in the real profit stage; On the other hand, the paper media enterprises obviously do not want to miss the opportunity, but according to the Internet development Law, the user base is all the premise of commercialization, so the initial accumulation of user resources, expand the user size, so the above compromise strategy Of course, because of the strong brand appeal, these electronic magazines still won the favor of many users, such as "South all Daily", "South du weekly", "Caixin New century" and so on, in the App Store ranking has been more than before. In the way of profit model, we are still in constant exploration, like "Bloomberg Businessweek" in the early stage to take a completely free model, quickly obtained a large number of users and a more stable ranking, then began to try the key column built-in charges, this step-by-step way to promote the user's resistance is undoubtedly conducive to reduce the mood, The greatest degree retains the original user, and realizes the conversion of the loyal user to the paying user, and provides another reference model for the transformation of the Paper magazine.

And the Internet enterprises into the electronic magazine market, it still continues the free mode of the Internet, the content is slightly simple, but rely on "free" banner and solid product technology, but also achieved good results; from the 2012 App Store's annual selection of newspapers and magazines ("Pchouse Home Magazine", " Famous car zhi, "New century", "Bloomberg Business Week", "Huaxia Geography", "the boutique shopping Guide" can be seen.

Ranked first is the Pacific Network company produced one of the electronic magazine products, which from March 2012 to date, many times by the recommendation of Apple and tens of thousands of users, ranked stable in the forefront of newspapers and magazines. See users of the great demand for quality reading, other Internet companies have entered the market, such as: NetEase produced the "Lady of NetEase", Ctrip produced "Ctrip free", and so on, are using their own content resources and product technology advantages to the beach, leading to this industry competition is also fierce, At the same time also promote the industry to the following aspects of development:

1. Data operation

Almost all electronic magazines have their own data backstage and are equipped with data analysts, collection is not only in the app product level data: Download amount, activation amount, start user, active user quantity, as well as each promotion channel's belt quantity situation and so on, but also more detailed to each publication content's Click Downloads, the download completes the quantity, the total reading number, Even the number of readings per article and the length of reading, the number of shares, the number of comments and other data collected, basically recorded the user from the download to read, leave the entire process of all the behavior, which is unthinkable in the age of Paper magazine, and according to the "Pchouse Home magazine" revealed that its company's three magazine ( Including the Journal of Pcauto Automobile, "Pclady fashion magazine" is the guidance of these data analysis, the topic of each of its topics for optimization, so that the content output more in line with user needs; In addition, in addition to the rational analysis of monitoring data, it also created for each magazine Q Group, micro-blog, micro-letter, The communication matrix of 0 distance is constructed, and the perceptual data such as "sharing, spitting and suggestion" are collected directly, so that the product upgrades and content optimization can be faster. The precise use of data may be one of the reasons why Pacific Magazine products maintain a competitive advantage.

2. Combined with electrical business

This is also a bright spot in the development of electronic magazines this year, and many magazines are trying this way. "Pchouse Home Magazine" is also exploring, the initial stage is its home excellent products (Furniture Shopping guide software) to cooperate, and now gradually expand to the day cat many businesses. E-magazine because the content will show a lot of beautiful pictures, users read easy to create the desire to purchase, so and the electric quotient has a combination of genes, users can immediately click on the button to jump to the electric platform for purchase; if it is and shopping guide application cooperation, the magazine users will be counted as a shopping guide application of the order.

This model is undoubtedly a more significant step in the development of the magazine media in the years to evolve, both sides of the cooperation are beneficial: on the one hand for the electrical products to open up a brand with the value of high-quality traffic channels, on the other hand, further enhance the electronic magazine user experience, to meet user reading, shopping one-stop demand. There should be a great deal of imagination in the cooperation between such different forms of products, such as common content topics, joint planning activities, etc. However, this model is more suitable for fashion, Life magazine, because this kind of magazine content is generally more exquisite, shopping guide more attractive, can also accommodate more consumer goods, facing is also the perceptual female user group, therefore and electric quotient's fusion degree will be higher.

3. Advertising form Innovation

Electronic magazine in the form of advertising innovation is also worthy of attention, it can not only the page hard, soft, video and other traditional forms of seamless combination, but also can make full use of mobile terminals interactive characteristics and new technologies to innovate. "Pchouse Home Magazine" In this aspect of the exploration has been a lot of cases, for example: Let the user for advertising brand graffiti, directly with the finger on the magazine advertising products, or by shaking the device to allow more brand-related things to show; and using AR technology, users open a mobile camera You can display more information about the brand on your phone screen, and then click Buy and so on. These forms of innovation change the traditional magazine advertising a single display mode, but through the form of small games to attract users to participate in the interactive, so that the brand concept in the interaction to complete the recessive communication, so that the brand image more affinity. In addition, users can also pass the game through social tools to share, invite their friends to participate, so that the brand formed two times spread, expand coverage. Electronic magazine in the advertising mode of innovation has aroused great interest in advertising companies, there have been a lot of launch cases.

The above is the recent two years electronic magazine development part of the phenomenon, in the future with the development of new technology, I believe there will be more innovative mode.