Bonnier Case Study: Five Years of Cross-Media Reporting and How Data and Readers Have Changed

May 16, 2016

Bonnier Corporation has been a dedicated supporter of cross-media reporting since AAM first offered the Consolidated Media Report. Read how it trains sales staff to talk about multi-platform opportunities and the role AAM-verified data plays in that conversation.

George Bartman, VP, Sales
 

Bonnier Corporation is one of the largest special-interest publishing groups in America with more than 30 multichannel magazine brands extending into a variety of platforms including digital media, books, events, product licensing and more. A commitment to best-in-class editorial content and a passion for the industries they serve is what Bonnier delivers to audiences and clients. This case study focuses on how the data that Bonnier reports to its advertisers has evolved and continues to provide a trusted view of reader engagement across the company's print and digital channels.

Issue

Bonnier CorporationAs digital media has evolved, so too have the ways publishers, including Bonnier, communicate their cross-media story to advertisers. Bonnier needed a flexible and verified cross-media reporting solution to keep advertisers informed of how readers were engaging with content on a variety of channels.

“The whole advertising environment has changed,” explained Bob Cohn, senior consumer marketing director at Bonnier Corporation. “When we first started doing the Consolidated Media Report, a lot of our advertisers thought of our titles as primarily print vehicles. The main reason we did the CMR was to start a conversation about how we offered a lot more than print. At the time they knew about the channels, but they didn't know what we offered.

“Now, advertisers expect those opportunities and channels. Because their expectations are different, the way we sell advertising is now very different.”

 

Solution

In 2011, Bonnier published its first CMRs for Field & Stream, Outdoor Life, Popular Photography and Popular Science featuring website data, social media statistics, e-newsletter information and iPhone app downloads and page views.

Since that initial foray into cross-media reporting, Bonnier has added additional titles and media channels to its CMR library and continues to publish the reports every six months. AAM’s new online profile tool Brand View will allow Bonnier to further advance its cross-media story with a dynamic reporting interface updated much more frequently and available across AAM’s extensive data network that is accessed more than 5 million times each year.

 

Results

Today, Bonnier’s sales team is trained to discuss multi-platform opportunities, and cross-media metrics validated by AAM helps the team in those discussions.

"Four or five years ago, we used to present a lot of options to advertisers. Now our sales people learn about the marketing objective, discuss how they’re going to measure the success of the campaign and then deliver multi-platform solutions or integrated programs. Sales people have more responsibility to be creative and demonstrate to advertisers what we can offer.”

The change in how Bonnier sells advertising is a reflection of other changes in the industry too—both in how campaigns are measured and how readers access content.

“Data has definitely become a bear to manage,” said Cohn. “We have the traditional print side of our business, the digital magazine and then the online components. Some of the fastest growing areas of our business are video and native advertising. Both involve totally different kinds of statistics. We manage and organize a much greater amount of data. We have a lot more tools to do that, but those have their own challenges.

“Our content is being consumed by many more people. People are engaging with our content on social media instead of through our websites and on mobile devices instead of desktop computers. About a year ago, we exceeded the mark where more than 50 percent of our page views were from mobile devices. This means we have to redesign everything from our editorial content to our advertising opportunities to stand out and be more consumable on mobile devices.”

 

 

Cohn is positive about the new Brand View tool and the opportunity it offers to provide a more up-to-date picture of magazine brands and be able to react to these continuous changes in the industry.

“What the CMR has always done well is integrate all our different brand offerings in one place so we can remind buyers of our reach,” explained Cohn. “The one thing it could do better is getting the information to decision makers closer to the time when it really happens. I think Brand View is definitely going to be much more valuable in this day and age than a semi-annual report. Things are changing fast, and I think a more frequently updated database is welcome.”

 

What is AAM Brand View?

AAM Brand View is a new online cross-media reporting interface that is built into the Media Intelligence Center and helps publishers showcase their “big picture” story. With Brand View, publishers can build custom media profiles that feature third-party metrics alongside their key sales messaging all in a single trusted place, made continuously visible to thousands of media buyers. Starting this spring, a publisher’s Brand View profile will be the first thing users see when they click on a title on the Media Intelligence Center homepage.

cross-media brand

How does Brand View work?

Later this year, a publisher’s Brand View profile will be the first thing users see when they click on a title on the Media Intelligence Center homepage. Brand View profiles are built on a set of tabs that each present a particular aspect of a publisher’s brand (e.g. circulation, web metrics). Within each tab, publishers can rely on AAM’s easy-to-use templates to share sales messages, graphics, videos, links to their media kits and more.

 

How is Brand View different from AAM’s Consolidated Media Report (CMR)?

Both products offer the flexibility for publishers to tell their “big picture” brand story; however, the key difference between the two is how the data is presented to advertisers. The Consolidated Media Report is a completely customizable, static PDF that is typically updated every six months and used by publishers on a case-by-case basis. AAM Brand View helps publishers communicate the vibrancy and reach of their brands in a dynamic way that goes well beyond AAM’s static statements and reports with interactive charts, videos and more. Brand View is a dynamic interface that is continuously updated with fresh information and later this year will be the first thing users see when they click on a title in via the Media Intelligence Center, making publishers’ information highly visible to thousands of media buyers.

Learn more about AAM Brand View, including what metrics you can report and how to set up a profile.

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