Covers Sell

Covers Sell

How Much is a Hotlink Worth?

Posted by Scott On December - 21 - 2011

In a recent article by Ad Age, the question is posed:  How much is a hotlink worth?

As publishers continue to experiment with digital subscriptions and single copy sales, figuring out the value of this new medium is critical.  Regardless of whether the ad is in a Zinio edition, an Apple Ipad, or on the new Kindle Fire, automatically activating web addresses for free is no longer the case.

Conde Naste has set a benchmark of $5,000 to activate each web address from a print ad.  Time Inc. has set a different policy. 

With respect to the question of whether print subscribers should have to pay again to read on a tablet, Hearst says yes, while Time Inc. and Conde Nast say no. 

Keep an eye on the tablet sales data coming out post christmas, and on the new ABC data…key trends to watch.

Leave a Reply


About Me

Scott Bullock is a veteran circulation expert with over 38 years experience in both Canada and the United States. He has worked on trade titles such as Publisher’s Weekly, Library Journal, School Library Journal and Small Press in the USA. In consumer magazines, Scott was the Circulation Director for D Magazine (the city magazine of Dallas, Texas), and in Canada he was the Circulation Director for Toronto Life, Fashion, and Canadian Art. From 2000 to 2004, Scott was a partner at Coast to Coast Newsstand Services. Scott has also held the post of VP Sales & Marketing, for CDS Global, Canada. Currently, CoversSell.Com is Scott’s circulation consultancy. Active clients include: Fly Fusion, Canadian Geographic, Canadian House & Home, Canada’s History, Canadian Real Estate Wealth, Canadian Woodworking, Canadian Cycling, Canadian Running, Canadian Scrapbooker, Legion, Harrowsmith, SkyNews, and SuperTrax.



    Activate the Flickrss plugin to see the image thumbnails!