Presented by @L2_ThinkTank
Commentary + Analysis by @JedWexler
As traditional magazine brands race to solve the digital revenue puzzle we are happy to repost and summarize a recent L2 Think Tank report which ranks the digital competence of 87 well-known magazine brands.
Special thanks to FMG Member @SageBrennan of L2 Think Tank for originally posting the report. Founded by Scott Galloway, L2 is a NY-based think tank that provides digital intelligence, trend reports and consulting services.
The report ranks our favorite mainstream magazines by evaluating 4 important tactical areas all brands should pay very close attention to;
- Effectiveness of the brand website
- Digital Marketing Efforts
- Social Media
- Mobile
Rankings !(at-a-glance)
#1 – Time
#7 – GQ
#8 – Glamour
#20 – Elle
#40 – Fast Company
#41 – Vanity Fair
#57 – W
9 Key Findings:
1. “iPad editions of Fashion & Style brands are among the most innovative in the industry”
2. “Online revenue model for magazines remains opaque”
3. “iPad has not lived up to the hype”
4. “Publications associated with large portfolio companies (e.g., Condé Nast) score better in aggregate, suggesting economies of scale translate to the digital realm.”
*Vogue’s “Voguepedia” wins high marks in the study.
5. “There is no detrimental effect on annual traffic growth when brands exclude additional social bookmarking buttons.”
6. “Users spend 30% more time on sites that allow commenting.”
7. “Brands with high circulation do not consistently produce large online communities. In this industry, social media prowess is the result of active effort, not a function of past success in traditional media.”
8. “Strongest brands don’t just broadcast on Twitter, they also engage in conversations.”
9. Email Marketing: “9 out of 10 publications failed to incorporate sharing options directly into emails via APIs.”
Click here to view the report:
compiled by @JedWexler for FMG
