You Wanted to Know
The Past, Present and Future of E-publications

When the hopes and dreams of millions were squashed after the dot-com fallout of the last decade, the future of e-publications remained uncertain. Questions remained, such as: Do readers really want to read on screen? How can publishers create advertising experiences that are rich for both their subscribers and their advertising base? And how can publishers price their electronic editions so they’re attractive to readers but also lucrative for themselves? The answers to these questions are becoming clearer as publishers begin to delve back into electronic media. According to Texterity, the Southborough, Mass.-based service supplier of e-publications, the time is right to go digital. The company’s commitment to electronic media is so strong it recently offered a money-back guarantee on its services. PrintMedia InBox spoke with Cimarron Buser, vice president of marketing and product planning with Texterity, to find out why his company is confident that e-publications are not just the wave of the future, but also the reality of today.

PrintMedia Inbox: When was Texterity founded, and what is your company’s primary mission?

Cimarron Buser: Texterity was founded in 1991, and until four years ago we were a systems integrator serving the publishing industry. In the past four years, we have been a service provider, focusing on services for the creation, delivery and tracking of print content converted to digital form. ... Our mission is to digitally support publishers to extend the reach, impact and revenue of their brands, with the objective of enhancing reader commitment and gaining category leadership for the publisher.

Inbox: Texterity recently announced a money-back guarantee on its services. That’s a pretty bold move. What motivated the announcement?

Buser: We have been focused on developing digital-success programs with our magazine-publishing partners for two years. These programs have been tried and tested. We now have a pretty good idea of what works and what doesn’t work, and many cases of getting a publisher to a measurable ROI (return on investment) in six months or less. ... If publishers use our best practices and work with us to effectively market the digital editions--primarily by educating readers--they will achieve cost savings versus print within six months. Cost savings are just the beginning for digital. The real benefits are providing a richer experience for readers, opportunities for advertisers and more revenue.

Inbox: What market research has been conducted that shows the upward trend of e-publications?

Buser: PennWell and 101Communications have conducted very positive research, [and there have been favorable] results from Penton and other publishers. All of it indicates that readers who choose digital are reading the issues and recalling advertising in a way that is similar to print. Digital also provides some additional opportunities. For example, a reader that sees an interesting ad or multimedia presentation can click and immediately go to an advertiser’s Web site. We are also seeing publishers exploiting digital editions with sponsored, or paid, issues, special sections, handbooks, directories and other content that is a great fit for the medium.

Inbox: What do you see as being the current barriers to online publications or electronic magazines?

Buser: Initially, the barriers to digital editions were self-inflicted by solutions that required downloads, cumbersome registrations, application installs and further download of content before pages could be viewed. These first-generation approaches put a heavy burden on the readers, and the result was disappointment, as publishers realized that readers really wanted easy, quick access with a single click.

Texterity’s solution only requires a [Web] browser. No downloads or installations are required. This provides a much easier path for readers and publishers, and it’s enabled us to execute innovative programs that grow the circulation base. For example, first-issue delivery, by which a new subscriber who has signed up for a magazine can start reading within a few seconds after registration. This counteracts the ‘please wait four-to-six weeks for your issue to arrive,’ with an immediate experience. This is critical on the Internet.

At this point, one of the barriers continues to be the screen size and resolution, which means that many magazines cannot be viewed full-page without zooming or scrolling. This is becoming less of an issue as the costs of high-resolution and flat-screen monitors drop.

Inbox: Texterity has a pretty impressive roster of clients at the moment: Time Inc., Condé Nast, Hearst Magazines, Penton Media, just to name a few. How did you develop relationships with such renowned publishers? What were they seeking, specifically, that your company was able to deliver?

Buser: Because each publisher has different challenges, there is not a one-size-fits-all solution, but we have now developed enough different programs to solve most issues across consumer, business and custom magazines. The key concerns are cost savings, increased subscriber base, better take-up on paid offers, and providing value-adds to existing subscribers to increase retention.

Inbox: What are some of the most successful e-publication business models you’ve seen, and what do you feel has contributed to their success?

Buser: On the B2B side, Penton is an obvious example of success. We started about two years ago with three of its magazines, and have now expanded to the point where there are 25 of their magazines either in production or planned for this year. They have worked with us to leverage successful circulation-building programs across their properties, and because they know their audience, have adapted these programs as needed.

On the consumer side, Condé Nast has done a great job in using digital editions in marketing programs, including first-issue delivery, to help create a great experience for new subscribers. They’ve recently expanded their program to nine magazines.

Inbox: Other than the obvious savings in printing, paper and postage, are there any other compelling reasons why publishers should consider electronic alternatives to their print publications? What advice would you offer a publisher who may not be thinking along this path?

Buser: We don’t think in terms of converting the entire circulation to digital. Instead, we focus on the way digital can give publishers a much broader array of cost-effective tools for building their businesses. Instead of trying to convert an entire subscriber base to digital, we help publishers look within their subscriber and prospect base to find those groups who, in fact, are already predisposed to digital.

This usually includes the avid readers who are so engaged in the publication that receiving it a day or two earlier than a mailed print edition is a major plus. Often, these readers save back issues for ongoing reference and place a high value on the ability to search the archive for specific information they want. It also includes new subscribers who, as I noted, have responded very well to the instant fulfillment that the Texterity system can provide. And it would cover what we call the ‘underserved readers,’ such as international readers, who often are hard to reach.

On the advertising side, marketers are increasingly looking to publishers to provide additional opportunities to engage readers beyond print and banner ads on Web sites. By creating sponsored editions, rich media integrated content, and creating both content and a context for their message, advertisers can get a great value and strengthen their relationships with readers.

Reprinted from PrintMedia Inbox June 3, 2005. Copyright © 2005 North American Publishing Company (NAPCO). All Rights Reserved.