Monday, February 22, 2010

Zinio follow-up: challenge of ad sales for digital magazines remains educating advertisers and publishers

Here's a quick follow-up to this story from this morning concerning the Kia Motors ad buy in Zinio's new ad network, ZPAN.

I spoke to Jeanniey Mullen, Chief Marketing Officer for Zinio, about the new ad network, and the fact that Zinio was selling advertising into digital magazines that use the Zinio digital service. Mullen confirmed that the agreement to accept advertising is separate from that of using Zinio, in general.

"Zinio doesn't necessarily have a whole team of ad reps that on the street trying to sell advertisers as much as we're showcasing the Zinio solution to advertisers and they're asking us if we can help expand our network. Its something we're very careful of about trying not to get in the way of an ad buy, or cutting down the ad rates at all. That's certainly not our intention," Mullen told me.

Mullen said the company tries to stay away from traditional categories, and that digital magazine buys are by category, not individual title.  Additionally, the ads are not sold on impressions, but are based on open magazines -- as opposed to a CPO or CPC model.  Once sold, publishers are informed of the buy and can choose to accept or decline the order.

Mullen said that because this type of advertising is a hybrid of print and digital, she would like to see advertisers take advantage of the interactive nature of digital magazines. Mullen said she'd love to hear advertisers say "I want this ad to go in print, and I want this ad to go in digital, and to come up with their own dynamic ad. That's the best thing that could come out of this, whether Zinio gets any money for it or not."

"Maybe there's a way we can help as magazines transform into this digital future, and go live on the iPad, Android, the iPhone and all these devices that are coming out," Mullen said.