Anywhere/Anytime Readership Strategy

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Readers are consuming content in far more dynamic and continually changing methods that ever before seen.  Publishers need to implement an “Anywhere/Anytime” strategy to stay ahead of the curve and allow readers are able to choose when and where they read their content.  For traditional publishers, this is a major shift in the existing print based circulation mindset but a necessary transition as print is no longer the source of readership growth.

Adopting an “Anytime/Anywhere” content strategy will ensure that a magazine’s editorial voice will carry through the increasingly fragmented sea of information coming at readers.  By positioning your title and editors everywhere readers are, brand awareness and perceived content is maximized as is a magazine’s longevity in the market place.

Publishers should be taking a holistic view of their brands to ensure maximum distribution of their content in an effort to grow circulation (both print and digital) and readership.  This holistic view should incorporate digital editions, mobile applications, web content and print.  As we work toward an integrated, multi media audience platform, the archaic role of “Circulation Managers” transitions into to an “Audience Marketing and Development Manager” title that should have complete control over growing the entire audience.

This repackaged position will grow overall readership by mixing traditional print methods with SEO, email, and other web based marketing strategies.  Increasing overall web traffic should lead to an increase in print, digital and email newsletter subscriptions.  As the Audience Marketing and Development Manager gains traction, increased revenues will follow in advertising rate bases, digital sponsorship opportunities and paid content.

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