‘Global newsstand’ open for business

Zinio, a digital magazine distributor, has partnered with Havas’ Acceso Group to launch what it terms an online global newsstand.

“We found all these magazines that are published in local languages and local markets,” said Jeanniey Mullen, CMO of Zinio. “Zinio offers localized content in a global setting, so it doesn’t matter where you live — if you go on the global newsstand, you can get whatever version you want instantly, without waiting three weeks for delivery or paying extra postage.”

Mullen said Zinio was not targeting specific demographics as readers. Rather, the company is focusing on environmentalists, business travelers and commuters who might appreciate the paper-free magazines. Zinio is also targeting expatriates who may be interested in publications from home.

Marketing efforts, though traditionally online, are expanding to airports and other places where people tend to buy printed magazines. Zinio is also offering bundle packages of multiple titles.

The global newsstand allows consumers to browse magazines by title, country or language. Users may purchase single copies or subscriptions of digital magazines with their choice of currency. The digital magazines can be read on a laptop, iPhone or other Web-friendly device.

Online purchases from Zinio help boost circulation numbers for magazines. Mullen said the company is working closely with auditing boards to measure the effect of digital issues.

Zinio sees its offering as a boon to publishers — a way to navigate the upswing in digital publishing using a tried and true format. The company’s publisher growth services group helps publishers create tailored marketing programs for their titles.

“Zinio provides the ability for publishers to take flat content and make it more interactive and track what people are interested in,” Mullen said. “It takes challenges publishers are facing, such as whether to charge for online content, and puts it in a completely different reader.”

She continued, “It’s helping publishers understand how to get into the Web 2.0 world and digitize in a way that is exciting for consumers but doesn’t jeopardize the content.”

Zinio also helps publishers create interactive, trackable ads within the digital magazines. Additional content in the digital versions may include surveys, clickable links to more information and the ability to send a page or article to a friend.  

Acceso Group, a company participated by Havas Media, will assist Zinio in growing publisher relations in Europe. Zinio execs hope to have 2,000 titles on the Global Newsstand by year-end. Currently, titles number 850, with publishers like Bonnier, Hearst, Hachette Filipacchi and Playboy participating.

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