NEW YORK  - An executive from Scanbuy at the DMA Circulation Marketing Day 2012 conference said that publishers need to find a way to make content a part of a reader?s everyday routine.

The conference?s ?What?s new? Platforms ? apps- digital ? social ? mobile ? QR cocdes? session presented a look at how digital technology is playing an increasing role in publishing and offered attendees tips on how to get the most out of their digital strategy. The panel was moderated by Joe Furgiuele, president of Furgiuele & Company Inc., New York.

?Because of the passion that readers have with content, it is not just about reading ? it is about the experience and how it moves throughout the day,? said Wayne Silverman, chief revenue officer at Scanbuy, New York.

?The goal is how to help activate consumers and readers from print into digital,? he said.

Scan me in
Mobile bar codes can be an effective way for publishers to elevate print content.

The session presented examples of how different publishers have used Scanbuy QR codes to engage with readers. For example, a mobile bar code initiative in Runner?s World led users to a sweepstakes where they received a free gift for scanning.

Although publishers are rapidly rolling out mobile bar code efforts, many consumers do not know what they are and using an incentive such as a sweepstakes is a great way to educate readers.

Mr. Silverman said that 30 percent of publishers are tying their mobile bar codes to sweepstakes. Publishers are also using video as a way to interact with readers.

Additionally, a campaign with Ad Age helped the magazine drive downloads of its mobile application.

Scanbuy?s technology can detect the type of mobile phone that users are on to drive them to the relevant App Store.

By placing mobile bar codes on the cover of newsstand issues of the Brazil magazine Windows, the publisher saw nine percent of its subscription sales come from the mobile bar code, showing how mobile can be successful for publishers looking to boost their subscriptions.

Tablet nation
Marijcke Thomson, vice president of sales and marketing for the United States at Mag+, Stockholm spoke about the role of tablets for publishers on the panel.

Mag+ helps publishers internally create digital versions of publications with an emphasis on iPad versions.

?Our tool is prominently towards the iPad because we believe it is the best reading quality,? Ms. Thomson said.

?We have to go to where consumers are and they are fast and furiously going towards the iPad,? she said.

For publishers, applications are appealing because content can easily be swapped out, which is especially important for publications such as weekly and daily magazines where content is quickly being added.

Apps are also a way for a brand to stay in touch with consumers in the long-term. For example, by using push notifications, an brand can stay with a user throughout the day with quick updates.

The executive said that in 2010 desktops outsold tablets by 20 to one. In 2011, for every six desktops sold, one tablet was sold, showing how tablets are quickly becoming a hot digital tool.

Tablets can also be used to segment a part of a magazine with features that match the device, such as photos.

Virtual strategy
An executive from CDS Global said all of the digital tools available have disrupted the publishing industry.

Traditionally, a publisher?s magazine was at the center of its strategy and included items such as newsletters as offshoots.

However, now content is the main focus with initiatives in mobile, tablets, ecommerce and the Web in addition to the magazine.

With this in mind, Mr. Netburn announced a new product - eeditions - from CDS Global that will let publishers manage multiple digital pieces of content from one place.

?The publisher has to rethink relationships completely with consumers,? said Malcolm Netburn, chairman/CEO of CDS Global. Des Moines, IA.

?The consumer is now in control of consumption, distribution, content, timing and payment method,? he said. 

Twitter has transformed the way that businesses interact with consumers and could entirely change the consumer relations industry in the next three to five years, per Mr. Netburn.

Digital data
The mass of data that digital initiatives provide can be overwhelming for publishers and companies. According to an executive from Acxiom Corp., companies need to find ways to use the data with a direct effect.

?What is old is new again,? said Josh Herman, multichannel marketing innovation leader at Acxiom, Potomac, MD.

?Digital data is anonymous but still fruitful with value," he said.

According to Mr. Herman, the trick for companies is to find ways to permissibly inform each other.

Although traditional direct marketers might not think their expertise is relevant to the digital space, solid and traditional data still has a place.

Mr. Herman also talked about how social media is on the verge of permissible data, showing the privacy issues that digital marketing faces.

For example, Facebook is starting to pull back the amount of data that companies can access.

?The challenge for large organizations with social media is operationalizing it,? Mr. Herman said.

?Social media is wiggling in terms of the permissible use of data,? he said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York