Based on our experience, we’ve found several key ways to be successful with interactive print in several industries, including magazines! Plus, we’ve also discovered the single most critical factor for success. Want to know what they are?
12. LAYAR
Layar 101
Largest
10 million installs in the US, 36 Million world wide
!
Easiest
enhance a page in less than 60 seconds
!
Smartly Priced
1 enhanced page is $60
!
!
fast, versatile, robust
14. Challenges of the industry
Investments in
online
Ad sales are
down
!
!
Investments in
digital versions
Costs are up
Small returns
Layar 101
Readership is
down
!
!
Smaller returns
Yet magazine keep being successful!
15. Give them what the want
There is a
steady base of
readers
!
Advertisers still
advertise
Layar 101
Know what
both want
then
Service
&
Engage
Large publisher houses report > 90%
revenue based on print
18. What if?
Layar 101
You strengthen
your print base
Grow reader
engagement
!
!
Reuse your
digital assets
Add new
revenues
streams
What if you can marry
print and digital ?
35. Concept
• Create there one campaign concept to use in the whole
magazine
• Shop and Share in Dwell
• Save to wish list and save money with Seventeen
• Interview Video’s is Inc Magazine (with preroll)
• Think big (all pages) or small (1 article done very well)
• Use variety, don’t do exactly the same very page & issue
36. CAMPAIGN CREATION PRINCIPLES
!
The campaign should reflect and focus on
your MAIN OBJECTIVES!
!
Always focus on the TARGET USER GROUP &
keep in mind what they LIKE.
!
Focus on providing an OUTSTANDING
USER EXPERIENCE.
37. CAMPAIGN CREATION PRINCIPLES
RELEVANT
What would your
target group like to see?
INFORMATIVE
Add value to print by letting
readers know more!
EXCLUSIVE
Show what’s happening
behind the scenes
INTERACTIVE
Present information
in an entertaining way.
ENTERTAINING
Readers do not just want
to consume content,
but also interact with it.
41. Promote, Repeat & Repeat
• What ever you do, never presume people have done it
before
every issue
• Forpossible use as many instructions and call to actions
as
• Use other media to promote the extra layer for content:
email, website, events
42. HOW-TO INSTRUCTIONS
RESERVE SPACE for instructions, preferably one
dedicated page.
!
EXPLAIN WHAT IS SPECIAL about this issue of the
magazine. What is Interactive Print ? Make people
curious about it.
!
INSTRUCT HOW TO DISCOVER DIGITAL CONTENT
• How should readers scan the page?
• What should they look for? (Call-to-action)
• Where on the page? (e.g.: upper corner)
!
Mention the app is available on Android and iPhone.
43. CALL-TO-ACTION EXAMPLES
• VISIBLE & INFORMATIVE
!
• SPECIFIC about what type of content
users can expect.
!
• Highlights the KEY MESSAGE revealed
by the digital content, using VERBS *
*e.g.: Watch the trailer with Layar,
Listen to XX with Layar, etc.
44. CALL-TO-ACTION EXAMPLES
!
• AVOID unclear calls-to-action
like “View with Layar”; they will
most likely not attract readers.
!
• Include a note on WHERE they
can find the "How to use Layar”
instructions.
!
• Place calls-to-action on EVERY
SINGLE PAGE that contains
digital content.
48. At Least 6 Issues
• Your first website didn't work & make money from day one
• Expect to iterate, grow and learn from feedback and
statistics
advertisers. They need to
• Also educate the readers andadded
grow accustomed to what is
• They need to grow accustomed to recognize the call to
actions
62. Interactive Print content CAN be changed
after publication
Once a credit is used it cannot be applied to
another page.
Price unrelated to print run or circ.
Pay with Creditcard or Paypal