Reaching the people who want your content and are willing to pay – for your product or your advertiser’s product – is the true promise of the Internet. iProduction is packed with techniques for reaching those people, and integrates those tools with editorial and monetization to support the best web site performance possible.
Promote: Develop your audience
The iProduction audience development function delivers results through Conversion Architecture, a set of techniques to capture reader information and move readers from an “unknown” to a “known” state (subscribers or registered users). Circulation of qualified readers is the measure of a publication’s success because it increases the quality of advertising impressions on a web site and in e-newsletters.
iProduction controls delivery of content to readers based on individual status, provides links to integrate with external fulfillment systems, and generates reporting on audience metrics and content delivery.
A unique feature of the iProduction architecture is the integration of the registration function with other audience development functions. The same forms and functions are used for registration, lead generation, and purchase activities. Through this integration, registrations and e-newsletter opt-ins are captured through all audience engaging activities. Similarly, known readers receive a less intrusive experience when engaging in follow-up activities like a purchase or lead generation. This improves conversion rates (converting an unknown reader to a known reader).
Site License Management
iProduction supports site licenses as a vital part of online revenue for B2B (business-to-business) web sites. The site license is managed using a single primary account, which can be managed with full subscription functionality including management through an external fulfillment system. Self-registration and group list uploads are both available. Both group and individual reporting is available to so you can verify how many readers are participating. Multiple publications and multiple web sites can be managed. E-mail to the group can be used to promote usage and renewal.
Audience Segmentation
Powerful list management features give the ability to create lists by publication, purchase, or reader demographics. Lead generation is also supported.
E-mail series management is fully supported. Series can be time-based or have start and stop triggers. For example, a specific renewal notice can be delivered for premium content readers who are about to expire.
Promotional Mailing
Promotions are separated from Editorial mailings, helping the publisher maintain the “separation of church and state,” which is important in maintaining editorial quality. iProduction supports a Global promotion suppress list, CAN-SPAM compliance, and automatic link tagging for response tracking.
Subscription Access
iProduction automatically recognizes returning print subscribers and provides the correct access to content. Quick site registration is available for existing print publication subscribers with an account number. By integrating with external fulfillment, iProduction can display the correct renewal offer based on the reader’s subscription status.
Access control is based on information in a comprehensive audience database. This database aggregates e-mail registration data, subscription data, lead data, product and content sales, mailing lists for promotional contact, and information on individual readers’ usage patterns.
Web Analytics
iProduction supports all major players in web analytics, including Google Analytics, Omniture, and Webtrends. It also comes with a built in statistical analysis tool called AWstats. Conversion tracking for campaigns, conversion funnels, and path analysis are also supported.
Customer Service
Because reader functions are centralized and integrated, iProduction can give “One View of the Customer.” This includes registration data, e-newsletter opt in, and promotional mailing status as well as history of access to paid content and all sales activities.
Fulfillment Interchange
iProduction supports an interchange with external fulfillment systems like Palm Coast Data, Hallmark, QuickFill and Multipub. New sales, renewals, paid registrations, and single item sales taken by iProduction are sent to the fulfillment system. On a regular basis, a file of active subscribers is received by iProduction to close the loop for appropriate access control.
Conversion Architecture
Conversion Architecture changes the behavior of the site to advance the relationship with the reader. Conversion architecture encourages and guides the reader to register, opt-in, and subscribe.
Specialized components with a proven track record of effectiveness are part of the standard iProduction toolkit. These include OFIE’s (Order Form in Editorial), floaters (which “float” over page content until the reader clicks to close them), upsells (suggestions in order flows), and e-mail series promotions. Each of these features can respond to the state of the user (known, unknown, registered) and their corresponding orders.
A key element of conversion is the ability to visually block content when a reader tries to access premium content but is not registered and logged in. iProduction allows presentation of partial content with a selected OFIE to the unregistered user. It is important to open some content including title, lead paragraph, and keywords so that the search engines will index premium content. This will increase the SEO (Search Engine Optimization) conversions on the site. iProduction also includes a feature that allows a Google or Yahoo search referred reader to read one complete article before the embargo is placed in effect. This substantially increases SEO conversions, which can be tracked in our advanced reporting system.
Conversion architecture is one of the keys to a fully implemented audience development plan. Knowing who your readers are differentiates you from your competitors and allows you to market to individuals, not just to generic mailing lists.
See for yourself
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Arming for the Internet Publishing Wars
If the Internet is all about content, magazine publishers should logically have had a head start on everyone else in the race to online success. The problem is that the systems publishers have traditionally used for distributing content, establishing relationships with an audience, and financially supporting their operations evolved in and for the world of paper-based publishing.