Conde Nast, Amazon Glamorize Digital Subscriptions
By Chanel Smith EMEA Editor (@PYMNTS_EMEA)
Conde Nast Publications is staying fashion-forward with its new deal with Amazon that will change how consumers purchase and manage their magazine subscriptions.
Conde Nast and the online retail giant announced a new partnership that aims to simplify the subscription process for customers on August 20. According to the publications company, the service, which is titled “All Access,” marks the first time a magazine publication has made this type of agreement with Amazon. It is also the first time Conde Nast has struck a deal with a third-party company for print and digital subscription deliveries.
All Access allows customers to purchase, manage, and renew print and digital magazine subscriptions using their Amazon account details. Subscriptions can be handled on both Amazon and Conde Nast's website, as well as on mobile devices, via direct mail and through other various customer channels. The one-click buying feature will allow subscribers to gain immediate access to their digital magazines using any technology or platform they prefer. Amazon will handle the payment transactions and stated that compliant devices include Kindle Fire, iPad, Android tablets, mobile phones and more.
“Customers are increasingly consuming magazine content in both print and digital formats, and ‘All Access’ allows them to subscribe to both in a very easy way, and read content digitally on whatever device or platform they use,” said Russ Grandinetti, Vice President of Kindle Content.
The collaboration is significant for both partners. Handing over subscription control to Amazon.com means the online retailer will now have access to new consumer data such as subscribers' names, emails and posting addresses. Additionally, Conde Nast subscribers will receive a more streamlined service, and the publication will not have to cede access to consumer data.
In the beginning stages, Conde Nast will integrate several of its brand publications, namely Vogue, Glamour, Bon Appetit, Lucky, Golf Digest, Vanity Fair and WIRED. The publication revealed that more brands would be added to the service in coming months.
“Combining Conde Nast's must-have content with Amazon's 1-Click shopping platform is a huge win," said Bob Sauerberg, president of Condé Nast. “Our influential and loyal customers want to be the first to know, purchase and share, which is why we wanted to be the first to develop a service like 'All Access' with Amazon, the world’s most trusted and proven eCommerce platform.”
Conde Nast began selling iPad subscriptions on Apple iTunes in 2011, and since then has launched digital subscriptions on the Nook for Barnes & Noble customers. At present, AdAge reported that only 4 percent of Conde Nast's subscriptions are strictly digital, however the All Access deal may encourage more consumers to sign up for digital subscriptions.