[Fredslist] E-Tactics Letter - Print Publishers Surveyed About
Their Digital Editions
Sarah Stambler
sarah at e-tactics.com
Mon Mar 7 15:59:23 EST 2005
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Sarah Stambler's E-Tactics(r) Letter
February 28, 2005
Volume 14, Issue 3
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In This Issue
Print Publishers Surveyed About Their Digital Editions
Search Tactics: Keyword Phrases Perform Better
Adam Curry Wants to Make You an iPod Radio Star
Study: Web Users Turn Away From Broadcast News
Fathom Onlne keyword Price Index (KPI)
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Print Publishers Surveyed About Their Digital Editions
American Business Media recently conducted an online survey
of its members on digital magazines. In this survey 71% of
the respondents said they published digital and all
respondents said their digital magazines were also
available in print.
Three-quarters of survey respondents have been publishing
digitally for more than a year, and it is not surprising
that one-third of the group covers computers and computer-
related businesses, with 28% of respondents reporting on
fields related to manufacturing and electronics.
The number-one reason to publish a digital edition,
according to the B-to-B executives who responded, is to
reduce expenses, followed by a desire to respond to
subscribers' desire for a digital version. Speedier
delivery of information and requests from advertisers are
virtually tied as the number-three reason for digital
publishing.
All of the publishers here, who distribute digital editions
of their magazines rather than digital-only products, have
less than half of their circulation in digital form. More
than half of the respondents, 57%, have total digital
distribution in the 5% to 15% range. Seventy percent of
these publishers include their digital editions in their
guaranteed rate base.
Among respondents using subscriber metrics, the following
metrics were rated most important on a scale of 1 (most
important) to 6 (least important):
Metric Response Average Download rates 1.4
Open Rates 1.9
Ad click-through rates 3.0
Editorial click-through rates 4.0
Time spent reading digital edition 4.2
Source: American Business Media Online Digital Magazine
Survey 02/05
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Search Tactics: Keyword Phrases Perform Better
According to a recent report from Oneupweb, search engine
user clicks tend to present higher conversion rates the
longer the keyword phrase.
Looking at data from high-traffic keyword phrases for sites
that were optimized by Oneupweb, the search engine
optimization firm found that conversion rates grew the
longer the keyword string, peaking at four words. The
results were the same in all three months studied.
Average Conversion Rate for High-Traffic Keywords by Keyword
Length, July, October & December 2004 (as a % of unique
visitors)
July 2004 October 2004 December 2004
1 word 7.78% 4.75% 6.34%
2 words 14.41% 15.02% 15.34%
3 words 25.18% 33.17% 21.89%
4 words 33.37% 37.83% 38.28%
5 words 17.10% 4.91% 9.69%
6 words 6.29% 10.21% 9.20%
Note: searches with corporate names removed from the study;
"high-traffic" words refers to top 100 keyword phrases
that presented the highest traffic rate.
Source: Oneweb, February. 2005
The results in the above chart do not include any searches
conducted with corporate names, as these searches tend to
imply a higher conversion rate, meaning the searcher is
more likely to already be looking to purchase something
from the company in question.
Oneupweb President Lisa Wehr notes, "this study reveals the
opportunity in optimizing for longer keyword phrases...our
recommendation to marketers has always been, 'don't invest
all your resources and efforts in single-word or two-word
phrases. Optimize for longer keyword phrases in addition to
the shorter terms.'"
A recent study from DoubleClick and comScore Networks found
that the vast majority of clicks on searches did not result
from searches that included merchants' brand names, but
rather generic searches. Data was based on search results
and online purchases made at 30 online retailers in four
major categories — apparel, computer hardware, sports/
fitness and travel.
eMarketer, February 22, 2005-02-28
-----------------------
Adam Curry Wants to Make You an iPod Radio Star
Wired, March 2005
"People think I'm this poseur guy from MTV, but I don't
care," says Adam Curry, the former VJ whose long blond
locks once mesmerized teenyboppers across the globe. "I've
always had this total dual life as a geek and a celebrity."
He pauses for a moment and flashes the signature Curry
smile. He's trimmed his mane and become an Internet
entrepreneur, but he's still got that swoon-inducing grin.
- To read the whole story click here:
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-----------------------
Study: Web Users Turn Away From Broadcast News
Web users with an interest in current events increasingly
turn to the Internet for news, at the expense of watching
television and reading newspapers and magazines, according
to a recent Washingtonpost.com study.
For the study, Washingtonpost.com, in conjunction with
Nielsen/NetRatings, surveyed about 2,000 respondents who
had gone online for news or information at least once in
the last 90 days. Sixty percent of that group reported
daily visits to online news sources, compared to 47 percent
who watch television news daily, 41 percent who listen to
the radio, and 30 percent who read a local newspaper.
Almost half of the respondents--47 percent--said they spent
more time on the Internet now than one year ago, while one
out of five--20 percent--reported spending less time
watching television.
Respondents reported spending an average of 21.2 hours a
week on the Internet--excluding time spent with e-mail—
compared to 15.8 hours watching television, 9 hours
listening to the radio, 2.9 hours reading newspapers, and
2.2 hours reading news magazines.
The results appear to be consistent with a broader study of
Web users released last September by the Online Publishers
Association, which found that Internet users prefer the Web
to more traditional media, including television. When
participants in that study were asked which media they'd
choose to use if they could pick only two, the majority
chose the Internet (45.6 percent) and television (34.6
percent) as their first choices.
Washingtonpost.com survey respondents did more on the Web
than just surf for news. More than one out of five--21
percent--reported that in the last six months, they paid or
subscribed for paid content. Additionally, 69 percent said
they viewed online video, 34 percent downloaded music or
movies, and 29 percent reported reading blogs.
(Reported by Wendy Davis in Online Media Daily, 2/25/05)
-----------------------
Fathom Online Keyword Price Index (KPI)
09/04 10/04 11/04 12/04 01/05
Automotive $1.54 $1.39 $1.35 $1.39 $1.34
Retail $0.32 $0.48 $0.60 $0.48 $0.52
Consumer Services $0.54 $0.96 $1.27 $0.96 $1.29
Travel/Hospitality $0.64 $0.85 $0.90 $0.85 $0.88
Finance/Investing $1.76 $1.60 $1.70 $1.60 $1.73
Finance/Mortgage $3.17 $4.31 $4.74 $4.31 $4.93
Telecommunications/Broadband $1.89 $1.78 $1.59 $1.78 $1.67
Telecommunications/Wireless $1.09 $1.06 $1.09 $1.06 $0.79
Overall Average $1.37 $1.55 $1.66 $1.70 $1.64
Source: Fathom Online. Indices are based on a weighted average of bid prices of the top five ranked positions across U.S. Tier I, II, and III Search vendors of keywords within an SEM campaign. The industry keyword list is composed from the 500 most queried keywords within an industry. The keyword list does not include brand keywords. The KPI's goal is to represent a typical SEM industry campaign and track the cost per click (CPC) over time without being subjected to abnormal search activity due to random events regarding well-known industry brands.
-----------------------
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Phone: (212) 222-1713
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The E-TACTICS LETTER, (ISSN 1542-2623) is published 12 times a year by E-Tactics, Inc. an electronic marketing and publishing firm established in 1984 that specializes in the creative use of electronic media in the design and implementation of customer driven marketing, research and publication strategies.
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