Most publishers dissatisfied with digital magazine revenues

60 per cent somewhat or quite dissatisfied

Most publishers vouch for the effectiveness of digital magazines as audience building tools with regard to the circulation aspect, but express dissatisfaction with the revenue generated through advertising on the digital medium, according to a survey.

According to a survey called "Digital Editions: The State of the Industry," conducted by Nxtbook Media, about 40 per cent of the publishers polled reported modest to great satisfaction with the circulation of their digital magazines, 38 per cent were somewhat dissatisfied while 22 per cent were quite dissatisfied.

Publishers in the B-to-B segment were happier than their consumer magazines counterparts as far as the circulation was concerned, with 50 per cent B-to-B publications saying they were greatly pleased with their digital circulation.

Digital magazines were still an untapped circulation resource as 59 per cent of the publishers believed that there were many more digital magazine readers out there but they were not sure how to reach them. Only 3.3 per cent of the respondents believed that the digital magazine audience had very little room to grow.

However, 70 per cent of respondents were very dissatisfied with digital editions as revenue generators. Publishers contended that advertisers had been conditioned to view digital editions as value-added or they just weren't interested in the platform.