Digital Publishing Insights

1. Are many magazines using original content or sticking to the print content?

The vast majority of magazines are using a "replica" of their print edition as a starting point for their digital editions. This includes every page, including editorial and advertising, that may have appeared in the original magazine. Of course, a digital edition can enhance this experience: for example, adding a table of contents, "thumbnail viewer", search function, and the ability to click on page links or URLs to visit websites. Also, rich media (e.g., videos or flash animation) can be used in both an editorial and advertising context.

There are a handful of magazines that are based on a "digital only" magazine model. These magazines either don't have a print equivalent, or may have a print "brand" but are branching out to serve a niche market. Some of these magazines may even have started as "print magazines", but have migrated to "digital only".

Examples include Winding Road (http://www.windingroad.com/) and Greenlight (http://www.greenlight.com/).


2. How are magazines using rich media to enhance the digital magazines?

Roughly half of the digital editions are enhancing the magazine with a form of rich media. This may be as simple as a digital "blow in card" -- essentially, an overlay image over a page -- or as complex as a flash animation with interactive controls. Other types of "interactivity" that are very effective include videos, audio clips, and integrated surveys.

See the "Costco Connection" (http://www.costcoconnection.com/) for an example of an interactive survey (check the TOC for "Debate") - it's simple, yet quite effective.


3. Are DMs bringing in ad revenue or showing that they are driving subscriptions to the print product?

Yes. There are numerous ways in which this can happen.

Ad Revenue. First, publishers can ask advertisers for additional fees for appearing in the digital edition, or charge extra for rich media and other value-added items. Second, publishers can offer "sponsorships", for example, the right to appear on the cover page (similar to a print cover wrap) or in the email notification message. Finally, publishers can allow advertisers to create 'custom versions' of the publication for advertisers to use (similar to the "Target" sponsored New Yorker a few years back).

Subscriptions. Generating new subscriptions is a key benefit for publishers using digital editions. This is done by creating new traffic from search engines. Digital editions can be search engine visible, or as we call it, "Googlized". In addition, providing a digital delivery in addition to print can be a powerful way to reinforce the brand, and allowing people to "Share" via email or blog postings creates more interest and awareness. Finally, some audiences who may not be able to afford a print subscription, or who cannot get it in a timely fashion (e.g., international subscribers) will opt for a digital edition.

A recent example of a magazine creating value for advertisers and increasing circulation is found in the article "Spin launches online edition on MySpace" (http://www.latimes.com/business/la-fi-spin7feb07,1,997944.story).


4. Do you see an advantage in online users perceiving the print product, and therefore the digital mag, as a more reputable source than other websites?

There is a definite value in "authority" - - primarily based on the brand, not necessarily the channel. For example, Popular Science has a print magazine, a website, a digital edition, and even "events" for consumers to attend. All of these have the "branded" value of Popular Science, a trusted name. The print and digital editions are "magazines" -- they have a beginning, a middle, and an end. Reading them is an experience which has a certain amount of "serendipity" -- i.e., reading one thing may lead to another. The website has a different flavor, is more "newsy", and has more "bite sized" information. But all share the reputation.

5. Do you have any particular success stories?

We have some magazine case studies that are interesting. See http://www.texterity.com/services/magazines/casestudy/.

# posted by Cimarron Buser @ 12:08 PM