Online sub sales, new and renewal, expected to be 14% in 2009

The recent trend in growth of internet-sourced subscriptions continues, according to research released by the Magazine Publishers of America (MPA). The MPA said that it expects 14% of total subscription sales, new and renewal, will come from online sources in 2009.

Based on surveys conducted with member publishers in 2008 and 2009 (four months worth of data), online sourcing of new business was at 22% of gross. That compares with 13% in 2006.

The data is based on results from only 55 titles, so it needs to be regarded with some caution. But it was interesting that

• new business fares much better online than renewals, which stand at only 2%. There is a long way to go before readers renew online;
• magazine-branded websites are the leading source of internet subscriptions, representing 45% of sales;
  
• search engine marketing is a relatively small source, but growing.

“Magazine publishers are smartly levering online marketing opportunities to expand their audience, grow readership and increase subscription revenues,” said Nina Link, President and CEO of the MPA. “The web is becoming the number one source for direct-to-publisher subscriptions for member magazines.”