But during this, we were finding ways to grow and be more valuable to our audience. How? We launched new products and services to get the most out of our existing customers and to find new buyers—by expanding highly targeted editorial across multiple media and reaching the active enthusiasts
who want to buy your products. We publish four outstanding print titles in the Imaging Market, each with a terrific paid circulation and growing quickly across new platforms online, digital databases and so much more. We’re able to offer a compelling range of solutions that will meet your marketing objectives.

Our Sum Is Greater Than Its Parts

Together, let’s ensure you get your fair share of this expanding photography market.

* If you want it all!

Reach new customers from the whole pie of pros, enthusiasts,
amateurs, weekend warriors and others! We’ll incorporate
all our assets to boost your brand’s visibility, ensuring you have new
sales each quarter of 2013.

* If you want to target and dig deeper

Get the attention of a very specific audience you want to reach with a specific goal! We can fine-tune our response and present you with an
option that will target these new clients and deliver exactly what you’re
looking for.



In today’s increasingly transparent media world, our offerings are dynamic,
well regarded and highly respected. Let us create an effective marketing
campaign that can reach as many new customers as possible for your brand.
Your slice of the pie will grow as a result!

The fact of the matter is that magazines have become brands consisting of a
range of media including traditional as well as online, digital and social. There’s a constant churn of
audience that’s important to your marketing efforts. Our goal is to put your products in front of an eager
group of enthusiasts precisely at a time when they’re most focused on their photography interests.

SUBSCRIPTIONS: Every month of every year, this group of readers is refreshed. Subscriptions expire and
need to be renewed. Readers who continue to be engaged in photography continue their subscriptions.
Those whose interests have waned, drop off and this natural attrition is replaced by fresh readers who
are newly engaged or energized readers returning from a hiatus. In short, a magazine’s circulation
represents a distillation of enthusiasts and potential photo customers many times the size of the
final ABC Audited average circulation. We do the work of promoting to millions to find hundreds of
thousands so you don’t have to.

NEWSSTAND SALES: For most special interest publications, this source of circulation is smaller in
terms of the total, but potent in terms of the declared reader interest. Readers have selected our
publication—including a range of editorial and pertinent advertising—because they have an immediate
interest, if not buying decision to be made—whether it’s a new item of photo equipment or an
upcoming vacation destination. As an industry standard, the average newsstand reader buys about two
or three issues per year, so the ABC Audited figure represents only a quarter of the actual newsstand
readers over the course of a year.

Our total Imaging Group circulation that shows up on ABC audits at 400,000 is estimated to represent
870,000 individuals over the course of the year.
This doesn’t even take into consideration the pass-along readership that estimates how copies are
shared. But, it’s not just numbers; it’s about timing—reader engagement and time in the buying cycle—that’s paramount.

Magazine print readers represent our bricks-and-mortar media that’s, in turn, supported by the constant
churn of web visitors, digital readers, e-Newsletter subscribers and social followers. What’s more, not all
print readers, visitors or followers are necessarily the same individuals. Although there can be a great deal
of duplication among these groups, natural search and social networks can represent distinct sources of
new customers for your products.

If you choose to impact our total audience with a consistent campaign of advertising and promotions
throughout the year, we can guarantee a constantly refreshing audience of customers at the peak of
their interest and at the bottom of the purchase funnel.

The Art of Expression program is far more than a photo contest! It’s a community of talented
photographers; a place to show their best work and seek recognition; a learning center featuring lessons
and instructional videos from the Sony Artisans of Imagery.

What’s exciting for us is that The Art of Expression program has taken full advantage of our audience
assets. Readers learn, enter, view, comment, vote and win. We engage them with print, online,
newsletters and social media throughout a six-month period.

The Art of Expression is one of the most elaborate programs that we run. It’s a lot of work, but it’s also
a lot of fun. At the heart of what we do, editors are teachers. All the new media makes our classroom
a much richer experience. Our readers learn from us. They learn from each other. And we learn from
them.

Milestones

• - Contest promotion in May and June issues
• - Website live in April
• - Entry period April to July
• - People’s Choice voting in August
• - Winner’s gallery live in October

Metrics

• - Custom banners on websites, 2,246,000 impressions, CTR .26%
• - Email campaign 70 blasts / 4,306,000 emails
• - Social media total reach 990,000
• - Entries 15,200
• - Portal page views 689,000
• - Instructional video plays 34,800

Not every product marketing campaign requires this sort of extensive program. We’re capable of
mobilizing our audience assets to whatever degree and scope necessary to meet objectives and budgets.

At the same time, it’s not a zero-sum game. There’s overlap. Those photographers who take part in multiple media opportunities on a regular basis have become extra-engaged Super Fans. We’d like to help you make them your Super Customers.

It’s time for a greater appreciation of our total audience impact.

As publishers, our task has been to find new ways to engage with our readers and for our readers to interact with us. We’ve done just that, and we believe we’re keeping pace with the changes and challenges.

In the course of a year, we have nearly 9.5 million touch points with our total audience:

• - 3,272,000 magazines are mailed to subscribers, not all to the same individuals*
• - 332,000 newsstand copies are sold, not all to the same individuals*
• - 298,000 digital editions are delivered, not all to the same individuals*
• - 4,488,000 visitors come to our sites, not all the same individuals*
• - 6,396,000 electronic newsletters are delivered, not all to the same individuals*
• - 120,000 Facebook fans frequent our pages*
• - 28,000 Twitter followers receive too many tweets to count*

(*There’s a constant cycle of new and expiring readers, natural search visitors, fans and followers that refresh the total audience.)

The trend has been for advertisers to cherry-pick issue months and flight dates, but this fails to take advantage of our full-time audience of Super Fans. We can develop marketing programs that put you in touch with photographers at the precise times when they’re most likely to become your next customers. 

Multiple impressions make the sale, and that’s exactly what we can provide.

Werner Publishing has invested in making the magazine websites a valued destination. As the baseline, there’s a wealth of content both new and repurposed from the print publications. Each site features unique online-only content, including blogs written by noted experts, instructional videos and extended content not available in print.

The three photo sites also offer readers a sophisticated contest and gallery platform that facilitates participation in photo contests, photo sharing and more. This platform also supports reader “Assignments,” an interactive opportunity for our editors to invite site visitors to participate in topical photo challenges. Nearly 200,000 images have been contributed to the galleries by our community.

In a recent article, “Who Is Making Money ‘Now’ in the App Store Subscription Era?” on Min Online, Friday, August 19, 2011, Jeanniey Mullen, global executive VP and chief marketing officer for Zinio, said that top purchases of digital magazines within Zinio’s app vary according to release schedules. Mullen said that best sellers have included, at various times, National Geographic, Outdoor Photographer, Macworld and Maxim. The same article ranked the multi-title digital magazine distributor Zinio in the number-three position, right behind Apple’s own Pages and Smurfs Village.

It should be noted that Werner Publishing offers only electronic subscriptions versus single-issue apps. The Zinio app is a single app that allows users to subscribe to publications and read them on their electronic devices. The issues of Werner Publishing magazines that are sold and delivered in this manner are identical to the print magazine, however all editorial and advertiser links are hot. Werner Publishing circulation staff chose Zinio because it offers the best user experience, and puts the magazine in front of a very large audience of electronic-magazine readers, as Zinio allows for cross pollination and special promotions. It’s also important that Werner Publishing Zinio subscriptions are sold separately from print subscriptions.

Outdoor Photographer’s website receives about 700,000 pageviews per month with about 160,000 unique visitors. This number needs to be appreciated in the context that these pageviews and visitors represent a real reading, absorbing and learning process. These pageviews involve the reading of instruction and product material as opposed to flipping through photos on a social or celebrity site.

The Newsletter list is currently at 105,000. This number has increased dramatically in recent months and years. It’s safe to say that a Newsletter list amounting to nearly half the total circulation is unique and impressive amongst consumer magazines. The Newsletter list is extremely useful for sharing current information/content with readers, for advertisers promoting their products to readers and for generating a churn of activity on all 360-degree sponsored marketing programs.

Add to all the above, nearly 50,000 Facebook fans. This audience is of substantial size considering that the audience is relatively mature (median age about 47).

Outdoor Photographer readers have been exceptionally prone to adopt the magazine in its electronic format. To date, almost 12,000 have bought Zinio subscriptions since the launch in early 2011. The magazine is offered on Zinio because Zinio has developed a large audience of electronic-magazine subscribers that can be cross promoted. Outdoor Photographer has found success in both the photography and the outdoor categories on Zinio. It’s important to point out that all the Zinio subscriptions are in addition to print subscriptions. There’s no provision for subscribers to pay for one and automatically the other as free or as part of a package. Therefore, all the electronic subscriptions are new revenue to the publisher.

As consumer tastes and technologies evolve, even the most stunning multimedia content loses its luster when accompanied by poor sound quality. High-definition camcorders, DSLRs and desktop editing software have opened new creative opportunities for producing top-notch, cinema-quality video. Today, advancements in sound and audio technologies offer the ability to help users capture and create superb sound for any visual media. Building on the power of the Werner Imaging Group, publications with a combined total of more than 440,000 ABC-audited copies distributed monthly, HDVideoPro—the leading magazine for professional and serious amateur filmmakers―presents CineSoundPro, a new section covering tools, techniques and gear for audio production in the video/film environment. Created by the HDVideoPro team and led by veteran pro audio journalist/editor George Petersen, CineSoundPro launched in the August issue of HDVideoPro, and is designed to appeal to the audience of active enthusiasts and pros who want to take their work to the next level, using modern audio production techniques, hardware and software applications.

As the digital camera market matures, industry vendors are struggling to maintain profits while increasing market share. A challenging economy and market saturation is causing average selling prices to drop, and repeat purchasers now dominate digital camera sales. Opportunities still exist for vendors who understand the market dynamics and target the right demographics.

According to Ed Lee, a Group Director at InfoTrends, “Vendors need to embrace the connected experience. Cameras need to become connected in order to stay competitive. Vendors that continue solely down the path of standalone digital cameras risk losing out to other vendors, especially those who already offer a connected imaging experience.”

95% of cameras are currently sold to repeat buyers. Stimulating repeat purchases is critical for vendors to increase profit and market share. The most profitable way to do this is to convince point & shoot camera owners to upgrade to higher-priced digital interchangeable lens cameras (DILCs). The ASP for a point & shoot camera is expected to be $163 during 2011, compared to $600 for a DILC. By the end of the forecast period, the ASP is expected to be $138 for point & shoot cameras and $535 for DILCs.

Vendors should also focus on the photo-active segments of the market, including younger consumers, early adopters of technology, hobbyists and photo enthusiasts, and parents of young children. Photo-active consumers have consistently been shown to upgrade their cameras more frequently, and they are typically more willing to spend more on their cameras.

For more from InfoTrends, visit their website at www.infotrends.com.