WIRED Secures Digital Genius Status in L2 Digital IQ Index: Magazines

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Second-Annual Study Ranks Digital Aptitude of 80 Magazine Brands

Digital IQ Index: Magazines

Digital IQ Index: Magazines

“Gains in digital advertising revenues are not enough to sustain the industry," says Scott Galloway. "Publications will require an innovative response beyond traditional advertising models.”

WIRED came out on top of this year’s Digital IQ Index®: Magazines. Authored by NYU Professor of Marketing Scott Galloway and the research team at L2, this second-annual report analyzed more than 350 data points across five dimensions: Site, Digital Marketing, Social Media, Mobile, and Tablet.

This year’s Digital IQ Index® was expanded to include industry progress in three key areas: (1) digital efforts on tablet devices, (2) digital efforts on emerging platforms, and (3) support of integrated advertising across digital channels.

Download an Excerpt from the Report: http://www.l2thinktank.com/research/magazines-2012/

Top 10 Digital IQ’s:

1. WIRED (Condé Nast)
2. THE NEW YORKER (Condé Nast)
3. ENTERTAINMENT WEEKLY (Time Inc.) *tied
3. GLAMOUR (Condé Nast) *tied
5. BETTER HOMES AND GARDENS (Meredith)
6. TIME (Time Inc.)
7. ELLE (Hearst)
8. SEVENTEEN (Hearst)
9. SPORTS ILLUSTRATED (Time Inc.)
10. COSMOPOLITAN (Hearst) *tied
10. FORBES (Forbes) *tied
10. PEOPLE (Time Inc.) *tied
10. THE ECONOMIST (The Economist Group) *tied

“Digital advertising revenues in the industry are expected to grow 26x the rate of print advertising,” says Galloway. “These gains are not enough to sustain the industry, and publications that are successful will require an innovative response beyond traditional advertising models.”

Study Highlights:

  •     Less than half of the brands included in the study actively promote an advertiser or sponsor on digital properties beyond their site and tablet editions - only 15 percent coordinate advertising programs across two or more channels
  •     Brands’ investment in the tablet platform is rapidly nearing maturity: 98 percent are available on at least one of the four main digital stores (Nook, Kindle, iTunes, Google Play) - more than one-third of brands make newsstand content available across all four
  •     Few advertisers take advantage of new ad formats – only 17 percent of brands feature digital ads that are different from those in their print versions, and only 28 percent of brands supply forwarding links from product-specific articles to ecommerce
  •     6 brands made repeat appearances in this year’s Top 10: TIME, PEOPLE, SPORTS ILLUSTRATED, GLAMOUR, ENTERTAINMENT WEEKLY, and COSMOPOLITAN
  •     Brands have found success on emerging platforms. 12 brands have larger communities on Google+ than on Facebook, and 9 now receive more referral traffic from Pinterest than Facebook
  •     Brands are struggling to balance community size with fan engagement on Facebook: only 51 percent allow fans to post on their walls, only 49 percent actively participate in fan polling, and less than one-fifth post 10 or more times per day

About L2

L2 is a think tank for digital innovation. Founded by NYU Stern professor of marketing Scott Galloway, L2 helps prestige brands navigate the digital marketing landscape through events, research and advisory services. The L2 Digital IQ Index® is the largest and most robust study of its kind. Rankings are published annually across industries including Fashion, Watches & Jewelry, Specialty Retail, Beauty, Travel, and Fragrance. For more information, visit: http://www.l2thinktank.com

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Linz Shelton
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