One to One Interactive Portfolio:
NetworkWorld: iDemand Desktop Application
Vertical Market:
Project Type:
Branded Desktop Application (BDA)
Widget
eCRM
Services Deployed:
OTOlabs - MessageMaker Desktop
Objective:
IDG saw significant value in offering a digital edition of their Network World weekly trade magazine. By offering content in multiple places and formats they would gain more paths to reach their audience, and by moving more subscribers to digital content they could cut ever-escalating printing and shipping costs.
Network World wanted to maintain control over this new digital-edition channel in order to own monetization and subscribers while keeping delivery auditable by the BPA circulation auditing bureau. In addition to the BPA auditing Network World needed to get a comprehensive, end-to-end understanding of their online audience’s behavior from initial download of the application through to the download/viewing of content, preferred article selection, preferred media types (audio, video, pdf), and overall time spent accessing the content.
Approach:
Network World worked with OTOlabs to develop a digital-delivery solution for Network World’s unique and dynamic publishing requirements, and a user experience the publication’s tech-savvy audience will appreciate.
• Automatically download weekly magazine .pdf directly to a subscriber’s desktop
• Alert users when new articles in their selected channels of interest have been published
• Display opt-in rich media channels
• Maintain BPA auditable reports for circulation control
The user can also select from multiple content channels and receive rich media content directly in the application. Tagged content enables highly relevant desktop content alerts and searching:
• Network security
• Data center
• Wireless
• Cool Tools, a video series
• Twisted Pair, a podcast series
• Popular blogs, including Buzzblog and Layer 8
Results:
Performance highlights:
• More than 29,000 of those users that downloaded the widget continue to use it
• Overall circulation rose about 7%
• Subscription renewals are nearly twice as high with iDemand subscribers than print subscribers
• 17,000 of the widget users – those that match their demographic for the advertising base – are included in the magazine’s BPA audit
• Eliminating paper delivery for those 17,000 subscribers also saves the company “hundreds of thousands of dollars” per year in printing costs, says Gallagher
• Users view content in the widget 12-15 times per month compared to website visitors who typically come to the site 3 times per month.
IDG saw significant value in offering a digital edition of their Network World weekly trade magazine. By offering content in multiple places and formats they would gain more paths to reach their audience, and by moving more subscribers to digital content they could cut ever-escalating printing and shipping costs.
Network World wanted to maintain control over this new digital-edition channel in order to own monetization and subscribers while keeping delivery auditable by the BPA circulation auditing bureau. In addition to the BPA auditing Network World needed to get a comprehensive, end-to-end understanding of their online audience’s behavior from initial download of the application through to the download/viewing of content, preferred article selection, preferred media types (audio, video, pdf), and overall time spent accessing the content.
Approach:
Network World worked with OTOlabs to develop a digital-delivery solution for Network World’s unique and dynamic publishing requirements, and a user experience the publication’s tech-savvy audience will appreciate.
• Automatically download weekly magazine .pdf directly to a subscriber’s desktop
• Alert users when new articles in their selected channels of interest have been published
• Display opt-in rich media channels
• Maintain BPA auditable reports for circulation control
The user can also select from multiple content channels and receive rich media content directly in the application. Tagged content enables highly relevant desktop content alerts and searching:
• Network security
• Data center
• Wireless
• Cool Tools, a video series
• Twisted Pair, a podcast series
• Popular blogs, including Buzzblog and Layer 8
Results:
Performance highlights:
• More than 29,000 of those users that downloaded the widget continue to use it
• Overall circulation rose about 7%
• Subscription renewals are nearly twice as high with iDemand subscribers than print subscribers
• 17,000 of the widget users – those that match their demographic for the advertising base – are included in the magazine’s BPA audit
• Eliminating paper delivery for those 17,000 subscribers also saves the company “hundreds of thousands of dollars” per year in printing costs, says Gallagher
• Users view content in the widget 12-15 times per month compared to website visitors who typically come to the site 3 times per month.
