The print publishers have affirmed it already – there is a future with mobile among the publishing industry. In a recent survey by the Audit Bureau of Circulations, result revealed that 85% of print publishers believe that more people will rely on mobile devices as a primary source of news and information in the next 3 years.
According to the report, it isn’t surprising in some ways but what might take a bit more of thinking is what those trends might mean for the mobile service provider business in terms of direct or indirect involvement in the content delivery business? Some facts that may help solve the maze.
Mobile as primary source of information
Over 80% of respondents believe that people will rely more heavily on mobile devices as primary information source, which in part explains the print community’s interest in tablet devices and e-readers. On other hand, nearly 70% said mobile is receiving more attention at publication this year than of last year, and more than one-third is believing that their publication has already a well-developed plan for attacking and conquering the mobile market.
Visible increase of web traffic
During the course of survey, about 45% of publishers who track the mobile’s impact on their website traffic said the devices increased visits by up to 10% within that exact day. Half of them believe an increase of 25% of mobile traffic to their websites in the next 2 years. In fact, among the senior executives who responded the survey, 56% said that their publication have plans to develop Smartphone application in the next 24 months, in addition to the 17% of respondents who have already an app in production.
Embrace into mobilization, maintain its print form
Along in the result of the survey, respondents have no plan of abandoning their print publication in favor of a digital-only product in the near term. While 55% believe the importance of digital delivery of publication to their strategic future, and 75% believe that their publication will be available in a print form five years from now.
Over half of the respondents said that the future of business model of mobile content will be supported by both advertising and subscriptions, just as print products are, and almost one-third are confident that mobile will have a significant impact on their publication’s revenue in just 3 years.
Mobile presence is ongoing
Newspaper is leading in terms of current mobile presence with 58% which are already formatting their websites for the mobile devices. Business magazine ranks second with 45%, and consumer magazine (42%) is at third rank. Generally, there are 52% of survey respondents, including smaller community newspapers and niche magazines, that are distributing or formatting content for viewing on a mobile device.
TheTMSway Ltd