What was the Impact of the recent letterbox drop on the usage of Zinio?

In mid November the library delivered a postcard promoting Zinio Digital Magazines to households throughout the Shire as part of a partnership with Cronulla CBD Management. On one side of the card was information about Santa photos in Cronulla Mall and the other side introduced Zinio.

It wasn't free; in fact it cost a significant sum. The library contributed money towards the costs of preparing and distributing the postcard, so it was important that we look at whether the investment was valuable.


Well, I have had a look at the figures for the use of Zinio in November and compared it with the month of October. I should also preface these numbers with a long term observation across all our digital services that we would expect to see a decline in usage from September through to January. Ordinarily, November would see less usage than October.

Here's what happened…

Zinio Pageviews on Library Website ⇧90%

This graph show the number of views of the Zinio page on the library website in November compared with October.

Visits to Library website from campaign URL ⇧1506%

This graph shows the number of visits to the website that originated from the URL printed on the Zinio postcard. This URL is also used on the brochure we give have at the library. The number of visits in October represent those visits from the brochure.

Clicks on 'Choose New Magazines' button ⇧77%

This chart shows the number of times that people clicked on the Choose New Magazines button on the Zinio Page of the library website. That button is the primary call to action on the page, which is what we want people to do.

Zinio Magazine Checkouts ⇧81%

This chart shows the change in the number of magazine borrowed by patrons from Zinio between October and November.

60% of all current Zinio Patrons signed up after the postcard delivery

This chart compares what percentage of our members signed up for a Zinio account before and after the postcard promoting Zinio was delivered. Out of all 177 current Zinio patron accounts, 107 of them were created after the letterbox drop.


So there you have it. A resounding success I would say.

You can have a closer look at the raw numbers. They are stored in DMS so you will need to look at this from Internet Explorer at work.

Martin