I’ve been diving deeper and deeper into the digital subscriber waters over the past year and I can’t help but wonder if this is a little like what the newsstand distribution sea was back in the mid 1970’s when mainframes and service bureaus entered the business. Their initial uses were to manage the warehouse, distribution, tie lines and reporting. An industry trade journal at the time actually listed all of the magazine wholesalers at the back of the book by the type of computer system the wholesaler had installed. Everything was possible and everyone had a different way of looking at things. The new technology was all over the place.
The thing that has really driven me to distraction with digital circulation so far is the reporting. Maybe it’s the learning curve but not much is very helpful at first until I download, copy, cut, paste and then consider the fine art of self defenestration. The later is a helpful fantasy until I realize that I work on the ground floor. At best, I’ll scare the dog and sprain a knee.
To be fair, the reports I see from Curtis Circulation, Kable Media, Comag, Source Interlink, Ingram Periodicals and the like also require massaging, cutting and a fair bit of pasting to get the data to to where I need it to go. But over the years we’ve all learned to speak the same language. We all know what we’re looking for so the basic data is just waiting to be reinterpreted.
Most notably, only Zinio pushes reports automatically to publishers. Want to report your digital numbers on your next audit report? There is very little audit bureau support. I can vouch for that last fact as I am currently struggling with a series of spreadsheets that the Alliance for Audited Media (Sorry, I still want to use ABC) has developed for reporting purposes.
So you see, digital providers and your legion of fanboys: If you want us boring circulation, um, pardon me, Audience Development types to show real appreciation for your potential and your wildly growing coolness and inevetiability….how about some data that actually, you know, uh, means something at first glance? You know, something that I don’t have to waste half a day scrolling around to get to the one piece of information that will let me tell my client, “Hey! We’ve got a winner on our hands!” Or, sadly, “Nope, that did not work. Let’s try something different.”
Charts and graphs are really handy. And they are so pretty! But what I want to know (Quickly) is how many subs were served for the February issue, how many of those were new, how many renewing, and how that compares to a year ago?
Oh, and if you haven’t, please meet with the AAM folks. They are some of the nicest, most patient, extraordinarily polite and very helpful people around. Right now in fact, I can say they are my favorite people on the whole wide planet.
It’s that time of year again, you know.