Digital Publishing Insights

One question that we’re often asked at Texterity -- and at one time we’ve be asked by virtually every category of professional – from publisher to analyst – is this: “What’s the difference between a digital magazine edition and a magazine’s own website – and why should a magazine publisher want both?”

It’s a question well worth discussing. After all, if both are digital, web based, reader content focused, etc., does that make them both ducks (in a manner of speaking)?

Yes and no – on a number of levels. Both websites and digital editions have their place, and “best practices” call for publishers to integrate both tools to maximize their results.

In the end, getting people to visit your webpage is nice, but what you really want is something more. Digital editions excel at helping publishers:

• Turn unknown visitors into known prospects to build relationships and move them along the sales cycle.
• Deliver a cost-effective incentive and call to action, including cost-effective circulation-building programs to build online circulation.
• Integrate protected content with search engines and providing samples of articles that are targeted towards reader needs.
• Extend the print brand image online by leveraging the original print layout and graphics
• Track and report reader actions beyond the “norm” -- down to each click
• Provide superior customer service, including instant first issue delivery and fulfillment of subscriptions

That said, we’ve taken a step back with a new article examining our original question: “What’s the difference between a digital magazine edition and a magazine’s own website – and why should a magazine publisher want both?” It’s posted here.

Take a look, and let’s continue the dialog. It’s a great question worthy of ongoing discussion.