Digital editions generate £10k a month

Latest Media Pioneer, independent Millivres Prowler, publish three titles for the gay community: Pink Paper, Gay Times and Diva. In the last two years they have migrated much of their publishing activities into digital media, supporting expansion into international markets. (Original article: http://www.thespecialistmediashow.com/news/2011/1/apps-web-video-and-social-media-.html ) -Pink Paper goes 100% online The first step was taking fortnightly newspaper Pink Paper to a wholly online publication, www.pinkpaper.com. Focussing on its core proposition of news and recruitment converted 40,000 print distribution to 100,000 monthly visitors. Hot news stories cause traffic spikes up to 250,000, in turn fuelling a 10,000 strong email newsletter list. -Digital editions generate £10k a month Gay Times and DIVA have concentrated on digital editions. Originally web-based with Zinio; in Summer 2010, they launched as paid-for iPhone/ iPad apps with Magazine Cloner. Volumes instantly grew from a few hundreds to several thousands. The net revenues received by the publisher have grown steadily to £10k a month. International sales have been strong, especially in the US, Europe and in South America, where traditional print distribution has been hard to establish. MD Kim Watson has ambitious plans to personalise the content on the apps to reflect readers’ interests such as arts, news, travel or local events. She’s also working on an ad network with other publishers in the gay community. - High growth from video and social media In the last year, video and social media have been high growth areas. A daily video news bulletin, PinkSixty, was launched in November 2010, with ads from recruitment, travel and events advertisers, e.g. Deloittes and Swiss Tourist Board, who use the expertise of the editorial team to get the message right for the audience. The Gay Times Facebook page was recently updated and now has more focus on gathering email addresses; so far its 100,000 “likes” have translated into 8,000 names. Combined with 12,000 names from DIVA and 10,000 from Pink Paper, this provides significant reach. Positive impact on printed magazines Kim believes that the digital channels are crucial to reaching international audiences, and by converting visitors to newsletter subscribers they can promote the print publications. Interestingly, DIVA’s print sales are steady and Gay Times are up year on year. Across the portfolio, Millivres now reach over 400,000 people from the international gay community. Contacts: Kim Watson, MD, kim@millivres.co.uk www.millivres.co.uk www.pinkpaper.com Original article from The Specialist Show: http://www.thespecialistmediashow.com/news/2011/1/apps-web-video-and-social-media-.html