Edisport – A digital case study
How Italian print publishers Edisport Editoriale increased revenue and circulation by launching digital editions of their magazine portfolio
Edisport Editoriale publishes 12 specialist sporting titles for the Italian market and recently launched digital editions of their magazines on Apple, Android and online using MagazineCloner technology. In doing so, Edisport have increased their readership figures and generated significant in-app and advertising revenue from their titles which include Runner’s World Italia, Motociclismo and Il Tennis Italiano.
Traditonal Print Publishers for nearly a century
All of Edisport’s print titles are long-established, their first magazine ‘Motociclismo’ was launched in 1914 and other titles such as ‘Vela e Motore’ and ‘Tennis Italiano’ were established less than 10 years later. Edisport has been delivering specialist content to Italian readers to the best part of a century. In making the decision to launch 12 magazine apps, all of which have gone live since December 2011, Edisport has expanded from a best-selling print publisher to one of the top-grossing Italian publishers on Apple’s Newsstand, with 5 of the top 10 grossing titles in Italy at time of writing.
Enhanced PDF product has excelled for Edisport
Edisport’s large portfolio of magazines needed a cost-effective and simple upload process so that all 12 of their titles could go live, at no additional cost within the space of a couple of months. Edisport chose MagazineCloner’s enhanced PDF product; a time-saving solution to monetize their content and distribute magazine issues globally. Having produced over a 1000 videos since the year 2000, as well as having a large archive of photographs and documents, Edisport have rapidly taken advantage of the multimedia capabilities of mobile and tablet devices, frequently enhancing their digital editions with audio, video and galleries.
Lucrative business model through free apps full of paid-for content
All of Edisport’s magazine apps are free to download with paid content within. This has seen significant traffic passing through the apps with a good proportion converting to single issue purchases, and increasingly, subscriptions. Furthermore, Edisport’s advertisers have benefitted from the free app model as their adverts, such as splash pages and homepage banners are viewed by thousands of users every day, whether they have made a purchase or not.
Over 170,000 app downloads in 5 months and world-wide readership
Edisport titles have achieved more than 170,000 app downloads in their first 5 months since ‘go-live’, with over 15,000 single issues sold in nearly 40 countries – an excellent start that is representative of both the growth of Apple’s Newsstand in non-English speaking markets and the increasing number of international relationships which are being established, and succeeding, in digital publishing. ‘Motociclismo’ is one of MagazineCloner’s top free apps alongside British titles such as the ‘i’ newspaper and attitude magazine. Edisport’s digital editions have increased readership, circulation, revenue and distribution and has helped to introduce the publisher and its brands to new audiences around the globe.
Paolo Cionti, Operations Manager Edisport Editoriale spa:
“With such a potentially complex relationship Pocketmags/ MagazineCloner’s service stood out, and continues to do so, thanks to its effectiveness and simplicity in delivering our products to market, as well as for the continuous improvement which they have targeted and continue to deliver on numerous platforms.”
Patrick Knight, Strategic Development Director, MagazineCloner:
“Working with the team at Edisport to bring their titles to market digitally has been a pleasure; the success witnessed already is testament to the commitment to both the process and the products which Edisport have exhibited since the launch of their first digital editions in December. We are looking forward to the continuation of this success in the coming months and years.”