African News Agency Digital Magazines
Overview of this campaign
To develop an additional revenue stream, using digital platforms. Advertisers were offered paid-for native content space in the digital magazines in addition to standard advertising on traditional media platforms. The digital magazine adverts also offered URL click-throughs to client’s site, embedded multimedia elements and engaging branded content that drove purchasing intent.To date African News Agency published 98 digital magazines since officially launching in June 2020, many of which also included white labelled products for clients interested in being associated with our newsroom’s content.
To convert print readers to digital and grow a new audience segment- formulate a simple, convenient way to reach mainstream and niche audience via an e-version of a print product
To better understand content consumed by audiences and how they engage with the content via the data provided via the hosting platform.
Results for this campaign
The results of our digital magazines were surprising as we did not expect quick growth within a short period nor the interest of local advertisers who were accustomed to marketing themselves in either print or on a website. Within six months, our digital magazines enjoyed over 680 000 impressions and boasted 303,307 reads from a previously non-existent local market.
Without the high cost of printing, we were able to comfortably secure advertising revenue in the region of well over R2-million rand through these digital magazines. The engagement has been fantastic, with readers across the country, and internationally, enjoying high quality, magazine content on their mobile and desktop devices. Advertisers also used the magazine links or downloaded the publications for use on their own social media pages or websites, thereby increasing the reach of the magazines and elevating the ANA brand.