Report: Publishers to Use a Variety of Channels to Reach Audiences in 2014

Publishing

January 30, 2014 -- A study conducted by WoodWing Software, a multi-channel publishing system developer, examined relevant publishing technology trends for 2014. A total of 125 participants – mainly from the Americas (38%), Europe (54%) and the Asia-Pacific region (8%) – were queried about their publishing strategies and the use of social media. Respondents were mainly from newspaper, magazine and corporate publishers as well as advertising agencies and marketing departments.

Multi-Channel Approach is Lead Strategy for 2014
 

• The study finds publishers, agencies and marketers utilizing a variety of publishing channels to reach its audience. The majority of respondents (59.2%) favor the combination of print, web, mobile, tablet and social media.

• Examining various "first" approaches, print can look forward to continued strong support, with 21.6 % favoring a print first strategy; by contrast, only 5.6% will pursue a web first approach, 4.8% to focus on a mobile first, and just 1.6% say they will reach their audiences with a social media first strategy.

Source: WoodWing, 2014

Facebook Top Social Media Platform, Brand Awareness Primary Goal
 

• The main reasons survey participants plan to connect with readers via various social media channels is to increase brand awareness (71.2%) and interact with customers (64.8%). Just 4.8% say they don´t plan to use social media in 2014.

• Facebook (77.2%), Twitter (61%) and YouTube (53.7%) dominate as the platforms that respondents say that they will use “for sure.”

• There is lesser interest by publishers in other social media platforms:  LinkedIn (31.7%), Google+(23.6%), Instagram (19.5%) and Pinterest (17.1 %).

 
 
About: The study was conducted from mid-December 2013 to mid-January 2014. It consisted of four multiple-choice questions. The survey was executed based on Formdesk. Participants acquisition was performed via a dedicated newsletter, press releases, social media as well as via relevant groups on LinkedIn and XING.
 
Respondents came from Europe (54%), the Americas (38%) and the Asia-Pacific region (8%). In Europe, the focus was on Germany (14%), the Netherlands (11%) and both Switzerland and Finland with 3%. In the "Americas" the focus was on North America (25%) and in Latin America on Brazil (5%) and Mexico (4%). In the Asia-Pacific region, the most submissions came from Australia (3.2%).
 
Related to the industry, the focus was clearly on the fields of newspaper (13%) and magazine (32%) publishing. The majority (17%) of submissions from the marketing segment were from advertising agencies.
 
Source:  WoodWing Software, WoodWing Survey “Trends 2014,” accessed Jan. 31, 2014.