Download - Touchstorm Special Report – Consumer Magazines on YouTube

Rankings and competitive insights based on numbers pulled October 15, 2014.

Consumer Magazines on YouTube

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About This Special Report

It’s no longer enough to put out a great magazine issue after issue. The pressure to compete within the digital media landscape requires that a successful Editor-in-Chief be a marketer, an analyst, and a social media guru. There are tablet and mobile apps to be built, and multiple platforms to adapt to. YouTube is just another piece of the pie; one you might consider leaving off your already full plate. But you shouldn’t. When compared with the technical challenges you’ll face from the rest of digital, YouTube is an easy solution. As long as you do it right. Our in-depth analysis reveals who is doing it right, and who isn’t (yet) based on the metrics that matter which combine data from the YouTube API with custom-appended data to showcase insights available nowhere else.

Turn the page for highlights…

A Look Between the Covers of Consumer Magazines


Touchstorm Video Index™ powered by the YouTube Genome Project 3 3

9922 THE NUMBER OF MAGAZINES WHOSE MONTHLY YOUTUBE VIEWS SURPASS THEIR PRINT SUBSCRIBER COUNTS AND THEIR TOTAL MONTHLY WEB VISITS

Key Findings

1188 CATEGORIES OF CONSUMER-DRIVEN MAGAZINES, FROM BEAUTY & FASHION TO WHEELS & MOTORS

THE AVERAGE NUMBER OF VIDEOS ON THE TOP 5% OF MAGAZINE CHANNELS, VS. THE AVERAGE NUMBER OF VIDEOS ON THE BOTTOM 95% OF MAGAZINE CHANNELS

11226633 vvss.. 113366

8855 PUBLISHERS WITH MULTIPLE MAGAZINES, PLUS 786 INDEPENDENTS

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THE PUBLISHER WITH THE MOST YOUTUBE CHANNELS DOING 10MM+ VIEWS (10 MAGAZINES)

THE MAGAZINE CATEGORY WITH THE MOST VIEWS AT MORE THAN 2.4B

3311MMMM SUBSCRIBERS COMING FROM THE 1547 MAGAZINES IN THIS REPORT

99..22BB YOUTUBE VIEWS COMING FROM THE 1547 MAGAZINES IN THIS REPORT

OOnnllyy 88%% OF THE MAGAZINES IN THIS REPORT HAVE CREATED MEANINGFUL AUDIENCES ON YOUTUBE, BEGGING THE QUESTION, WHY HAVE SOME OF THE BEST CONTENT PRODUCERS IN THE WORLD FAILED TO TACKLE THE A MEDIUM THAT CAN EXTEND THEIR REACH, MAKE THEM MONEY, AND CREATE VALUE FOR THEIR ADVERTISERS?

11554477 PRINT MAGAZINES FROM AROUND THE WORLD, LIMITED TO THOSE WITH ENGLISH YOUTUBE CHANNELS

CCoossmmooppoolliittaann THE MAGAZINE GENERATING THE MOST LIKEABILITY FROM ITS VIEWERS

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Touchstorm Video Index™ powered by the YouTube Genome Project


4 Touchstorm Video Index™ powered by the YouTube Genome Project

Is there a more challenging place to work in media right now than in magazines? Print sales falling. Platforms exploding. Endless technical challenges. More content variations required. The constant threat of advertiser pullbacks. Digital offerings not mature enough to make up for lost print revenues. Data challenges. Readers migrating to a tiny mobile screen. With every new opportunity, journalistic integrity on the line. Too much work, too little time. Now Mark Zuckerberg says have I got a deal for you. Should you exchange control for eyeballs? The decisions to be made while traveling at light speed could steer your company into digital dominance and dollars. Or, the opposite. Talk about pressure. And, you still have a magazine to put out every month.



5 Touchstorm Video Index™ powered by the YouTube Genome Project 5

Here’s another report telling you about yet another platform you’re missing out on. It’s almost too much to take.

No wonder the results of this study indicate that the vast majority of magazine publishers have decided YouTube is just another piece of the pie; one they’ve decided to leave off their already full plate.



6 Touchstorm Video Index™ powered by the YouTube Genome Project

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6 Touchstorm Video Index™ x™ Touchstorm Video Index powered by the YouTube Genome Project e Genome

Zero to 100,000 Views 52% of Magazines

809 Titles

100,000 to 1MM Views 24% of Magazines

370 Titles

1MM To 10MM Views 17% of Magazines

257 Titles

10MM to

50MM Views

6% 88 Mags

50MM to 100MM Views 10 Magazines


500MM to 1B Views 3 Magazines

More than 1 Billion Views 1 Magazine


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Touchstorm Video Index™ powered by the YouTube Genome Project 7 Touchstorm Video Index™ x™ Touchstorm Video Index YouTube Genome Project e Genome 7 powered by the

A handful of magazines, however, are doing a great job on YouTube. This report will show you who they are, and where they’re excelling. If your title is not one of those, we suggest paying attention. You have a lot to accomplish and limited tools to do so. YouTube offers one of the easiest, fastest, most measurable and least complicated roads to success… Especially if you’re already making video, as so many publishers are.

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Touchstorm Video Index™ powered by the YouTube Genome Project 8

Compensating for lost print earnings with your wired media revenues isn’t easy. Studies show that for the average magazine, only 4% of revenues come from digital. Imagine if your YouTube efforts could double that, to 8%, after only one year of working to market content there. We’ve run the numbers for a wide variety of magazines; accomplishing this is a distinct possibility for many. Don’t be put off by the paltry ~$2eCPM that comes from putting pre-roll on your video content. Once you have audience, there are specific things you can do to turn those eyeballs into meaningful revenue. Ask us how.

YOUTUBE IS A DIRECT LINE TO MULTIPLE FORMS OF DIGITAL REVENUE

Compared to the other projects on your To Do List, YouTube is real simple. No technical challenges. If you’ve already been making video, no content challenges. Winning on YouTube requires doing two things well: Making the Right Content and Marketing the Content Right. If you’re already making content, you can outsource the channel management/marketing to a company that knows the fastest path to success… at prices that will still yield a terrific ROI.

YOUTUBE IS MANAGEABLE

Chances are, your magazine’s success has already proven that it pulls big numbers on YouTube. Take a look at your YouTube competition. Not your fellow magazines, but other channels address the same subject matter. If you’re a kayaking publication, look at the YouTubers who are talking about kayaking. If you’re a parenting publication, look at the others talking about parenting. (Touchstorm.com gives you free tools to do that). For almost every magazine category — even Business & Politics — the audiences achieved are gigantic in comparison to what the magazines are pulling in. Enter your magazine, making a serious effort on YouTube. You have advantages others don’t. You’re already recognized as an expert in the field. You have access to some of the juiciest topics. You know how to curate well. You’re not hawking a product. You authentically love the same things the audience loves. You’re in the perfect position to play with big boys, building audiences that can compete and overtake them.

YOUR MAGAZINE CAN WIN BIG ON YOUTUBE

Some people think YouTube competes with their brand.com. It doesn’t. Just the opposite — it’s like a free advertising billboard for it. As successful YouTubers have demonstrated, once you build an earned audience, you pull them over to your other platforms with the right messaging and incentives. YouTube gets more eyeballs on your content, and many of those new viewers won’t be your current devoted fans. That expanded, digitally oriented consumer that uses YouTube as his or her television is important to find. Use YouTube to grow the audience for your mainstay digital efforts.

YOUTUBE IS FREE ADVERTISING TO GROW YOUR BRAND’S AUDIENCE



Touchstorm Video Index™ powered by the YouTube Genome Project 9 Touchstorm Video Index™ x™ Touchstorm Video Index YouTube Genome Project e Genome 9 powered by the

It’s time for magazines to start looking great on YouTube. For less time and money than your other digital projects, it’s a revenue-maker, a brand-builder and an advertiser-satisfier… all in one.



Touchstorm Video Index™ powered by the YouTube Genome Project 10 Touchstorm Video Index YouTube Genome Project e Genome 10 ™ x™ Touchstorm Video Index powered by the

It's time to start looking good on YouTube! In this new report you will learn:   The secrets to building views, subscribers and audience on YouTube.   How leading Consumer Magazines are almost always missing the mark, and what you can do to hit it.   Insights on the top 20 magazine channels on YouTube, including views, subscribers and our proprietary

analytics.   See who your real competition is and how their channels are really doing.

About Touchstorm Touchstorm is a technology-based services company that builds video audiences for the world’s largest brands. We’re on a mission to help brands break out of the advertising box by using video content to form authentic relationships with consumers. To help brands use video to gain earned media at scale, we have topic finder software (Scoop®) that helps brands figure out exactly what video titles to make to fill critical holes in the video marketplace. We have a production unit that produces high quality, low cost informational videos proven to have strong watch times and audience engagement. We run YouTube channels for brands, growing organic views and subscribers exponentially. We syndicate video content that runs center of the page through our expansive editorial network. When a native solution is needed, we use our Arena product to run special editorial sections on big publisher websites. And for Online Publishers who need more video inventory to sell, we have the world’s top Relevant Content Engine — veeseo — which pulls up video to match each article on the site. For YouTubers and brands who want a la carte help, we have YouTube optimization software and other data-only products. touchstorm.com

For More Information


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Touchstorm Video Index™ powered by the YouTube Genome Project 11 Touchstorm is part of Diginary Holdings Group, an independent women and employee-owned company based in New York, NY and Richmond, VA.

Download - Touchstorm Special Report – Consumer Magazines on YouTube

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