American Profile and Relish Launch Mobile Content Direct to Readers
While magazine publishers launching mobile platforms is no new trend, Franklin, Tennessee-based Publishing Group of America (PGA) contends their new mobile products are unique for the periodicals market. The publisher has struck a deal with DMD Mobile Holdings, Inc. to serve mobile content for two of its newspaper-distributed titles, American Profile and Relish, directly to customers rather than through a third-party wireless provider store such as Verizon or AT&T.
Banner ads on Americanprofile.com and Relishmag.com direct customers to a text code which they enter on their mobile phones that sets up an account automatically. There is no online registration process.
Steve Minucci, director of business development at PGA, says that the service is unique because the content is branded as Relish and American Profile content and comes directly from the publisher. Typically, customers are either viewing magazine content on mobile Web sites or they’re buying content from a third-party mobile service provider store.
The arrangement, which is structured as a revenue share between PGA and DMD Mobile, attempts to leverage the magazine brands, which have significant distribution through newspapers;both have a circulation of around 9 million. "This is a first;a magazine company offering its own branded service directly to readers on a pay-per-use basis," said David Deutsch, CEO of DMD Mobile, in a statement.
"It’s easier when you know you can do it yourself," adds Steve Minucci, director of business development at PGA. "Once we figure out what the content is going to be, DMD works with the major carriers to have the service available. They do all the legwork so we are set up across all the networks to deliver the content."
The service costs $9.99, which allows customers to view their horoscope, receive new recipes three times per week, and provides a search function to find and download recipes on an on-demand basis. The cost is billed directly to the customer’s phone bill. Minucci says subscribers are "in the thousands" so far, with daily download rates doubling over the past month.