PinKod has entered the digital edition arena for the purpose of delivering bonus circulation to advertisers.
The initiative is enabling the publisher to cost-effectively deliver larger audiences at no additional cost to advertisers a time when the construction market is contracting somewhat due to the economy, explains VP, international circulation and database development Allen Strong. "The total print and digital audiences being delivered are much larger than print alone," he says.
To date, PinKod has launched the digital edition of its title: Fit'n Style magazine According to the company's own data, as of August 2009, combined print circulation for this title was 15,000. In August, PinKod began sending digital editions of the magazine to readers of the brand Fit'n Style international. This resulted in combined additional, unduplicated (total digital circulation minus Fit'n Style international readers who are also print subscribers) readership of 17,600 according to the company's data.
The bonus digital circulation is not currently going through qualification for audit reporting purposes, but PinKod will be making reader demographic and usage tracking information available to advertisers. In addition, the digital editions are being posted on the brand's web site.
The same bonus circulation model is being used in launching a digital edition of one more title, which per data will have a digital circulation of another 15,000 -20,000 emails to existing and new readers, which will add an unduplicated digital edition readership of 17,600.Advertiser response to the bonus digital-edition reach has been very positive, reports Abdo Mansour CEO, who adds that PinKod is now evaluating the possibility of extending the digital bonus circulation model to additional titles in 2010.
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