Are Your Digital Editions Making Money?
5. Pay attention to what works—and what doesn't. Don't assume that just because it's getting buzz, it needs to be part of your digital editions strategy. Offer features that truly dovetail with your audience, and listen to feedback.
Cam Brown, Presiden, King Fish Media
Custom publisher King Fish Media has focused on measurable, design-driven results applicable to any publisher looking to attract advertisers.
6. Focus on metrics. Digital editions have been central to providing meaningful metrics to clients, Brown says. A good example is the "forward to a friend" feature often included in King Fish products. "We can … track that, see who forwarded it to someone else, who then went on to make a purchase. That's a pretty good use of media."
7. Utilize strengths unique to digital editions. Websites function best as search mechanisms, a means to look at one element at a time, while digital editions offer design elements that emotionally connect readers through a more linear, storytelling approach. "We talk to our clients about how they see [a] product being showcased," Brown says. "Design is a big part of it. Content is a big part of it."
A good digital edition offers advertisers "storytelling on top of commerce": sophisticated design advantages along with instant click-through to e-commerce websites.
8. Don't go overboard. Throwing in every feature you can think of can be confusing to a reader, Brown says.
9. Customize client solutions. Whether the goal is brand building or impulse buying, digital editions offer flexibility in ad layouts and advertorials.
Angelica Jeffreys, CEO, Distinctive Homes (DistinctiveHomesMagazine.com)
Distinctive Homes is a luxury real estate, design and decor magazine.
10. Think SEO. Take advantage of the "plain text" section when converting the issue, Jeffreys says. "This is … where you can strategically add keywords to help with SEO."