Gone are the days where a magazine is simply a glossy collection of articles, photos, and advertisements bound together and sold on newsstands… Magazines have gone digital, off paper and onto a computer near you.
In order to survive, magazines must be online and interacting with their audience.
The L2 Digital IQ Index measured the digital IQ of 87 magazine brands to see the correlation between digital aptitude and magazine ranking. The criteria the Index looked at were: Sites, digital marketing, social media, and mobile.
How did your favorite magazine’s digital IQ measure up?
Magazines were put into classes: Genius, gifted, average, challenged, and feeble
Key takeaways
- Digital IQ matters
- There is a difference between class and per-page ad revenue
- Readers do not equate to fans or followers
- Magazines must use social media to engage/communicate with audience
- Be digitally present
- Provide incentives
- Ask for feedback
- Reply to audience
- Promote articles and events
What’s the future hold for magazines?
- Targeted social media program
- Fully interactive cover
- HTML5 platform
As the world becomes increasingly digital and more people go to the Internet for information, magazines face challenges but are also granted opportunities for their brands. Magazines must go digital, engage with their audience, and be aware of changing trends.
More L2 findings: How brands measure up on Facebook according to the L2 Prestige 100 Index
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