18 Tips for Successfully Launching a Digital Edition
When the idea of creating digital editions of magazines surfaced just a few short years ago, there were those who scoffed at the notion. "Who would want to read a magazine on a laptop or PDA?" they cried. But smart publishers didn't write off the idea.
They began considering the possibilities of the digital medium—the opportunities for reaching new audiences, extending a title's geographic reach, new and richer advertising experiences, and the massive amounts of money that could be saved on printing and distribution.
Indeed, there are plenty of concrete incentives for publishers to go digital.
Leading the charge for digital editions are solutions providers such as Advanced Publishing Corp., Cadmus, LizardTech, NXTbook Media, Olive Software, Texterity Inc., Zinio Systems Inc., and others. Some provide publishers with not only the technical and production support, but also marketing and sales support.
Many big-name publishers are among those who have launched digital editions. Publishers working with Texterity include PennWell, Condé Nast Publications, CMP Worldwide Media Networks, Time Warner Inc., Farm Journal Media, Martha Stewart Living Omnimedia Inc., and Meredith Corp., to name a few. Zinio's customer roster is equally impressive, with publishing clients like Hearst Magazines, International Data Group, McGraw-Hill, VNU, Ziff Davis Media and Hachette Filipacchi Media U.S.
Hachette, for example, has been one of the most aggressive publishers to embark on the digital publishing journey. It began offering digital editions last March, with the launches of Car and Driver, Cycle World and Sound & Vision. Other digital titles followed, including Premiere, Elle, ElleGirl, Elle Decor, Home and Metropolitan Home. By September, Hachette announced that all of its titles would be available in digital format by early 2006.
Planning a Launch
June Sargent, CEO of DJR International—a consulting, marketing and management resources organization—manages circulation for B-to-B and consumer publications. Recently, she was involved in the launches of two