Patterns of in-Media Consumption Behavior: the Case of Online Magazines

In a world of declining subscription bases, magazine publishers are focusing on content to retain customers. we examine one aspect of content in the context of online subscription magazines, namely patterns of in-media consumption behaviour. These patterns are examined through the comparison of differences and similarities in Performance Measures (PMs) across magazine sections using the nBD-Dirichlet model, and evaluation of covariate (e.g. depth, breadth) effects using the Generalised Dirichlet model. A census panel of an online digital magazine is used. Results shows that magazine success depends on the number of subscribers not the number of usage occasions, and subscribers mostly are not exclusively loyal to one section but peruse a variety of sections. our analysis provides a tool for publishers to evaluate content, and may well assist advertisers in media placement decisions.