The Magazine Publishers of America (MPA) said, amongst other things, that by 2005, “the popularity of reading was at an all-time high and had beaten watching TV as the number one leisure activity (surpassing other categories such as going to the movies, computing and listening to music).This certainly meant Magazine was potentially the most lucrative media/publishing business in the US. But was it the same in Spain? If yes, then Raul Suarez was right to think it was time for Zinio Spain to be made a more profitable and viable business.
The idea of going digital was good in the sense that the digital magazine sales strategy had already been tested and Zinio US alone accounted for 70% of the 5 million worldwide subscribers at the time. However, it would have been a little misleading for Zinio Spain to expect similar results in Spain because:
- According to Exhibit 1 of the case study, Spain ranked very low among other European countries in terms of access and use of internet, mobile phones and other digital equipment which are all instrumental in the digital magazine sales business.
- Exhibit 11 shows that Spaniards preferred print over digital magazines because of ease of reading, sharing with friends and portability.
Zinio however embarked on a somewhat productive marketing strategy and as more Spaniards used the digital service, more of them found it better than print in terms of comfort of reading, ability to navigate and find references to articles, ease to store/archive and especially the automatic delivery of issues (3-7 days before print).
The question that comes to mind is ‘what kind of market research questions gave them the green light to go digital in a country considered digitally immature at the time?