Are Your Digital Editions Making Money?
15. Use digital editions for promotions. "... We've been able to use digital editions to increase profitability … by serving digital copies instead of print … to some of our best prospects," he says. "By converting 5,000 copies from print to digital, we [saved] well over six figures in printing, postage and distribution costs over the course of a year on a weekly title."
16. Engage readers, improve retention. By taking advantage of multimedia functions, Crain hopes to improve reader engagement and retention. "We want the digital edition to be a unique experience [from print or online]," LaMarca says. "…We're making strides in that direction, and advertisers seem to be catching up as well. Readers are finally starting to … embrace digital editions, especially given the buzz around the iPad and other mobile reading devices."
Jeanniey Mullen, Global Executive Vice President, Chief Marketing Officer, VivMag (VivMag.com/)
The owners of VivMag also own digital editions provider Zinio (though they are separate companies), and VivMag is often seen as an "innovations lab" for new ideas in digital editions technology and marketing.
17. Tap fixed content sets. Digital editions are ideal for long-form reading, yet also provide quick browsing within thematic boundaries, Mullen says, whereas websites are best for open-ended exploration of "templatized little snippits." "We wanted Viv to … [have] a very defined beginning, middle and end, so when you open it up, you understand this is what [it] is going to contain …," she says. This encourages users to drill down within fixed content sets and spend more time with each item—including ads.
18. Don't sell yourself short when selling ads. "[VivMag's] ads are sold at the same ad rates that you would buy for a print magazine," Mullen says, "but … we are able to … demonstrate the value … because of the things we can add in the digital version." An example, she says, is an interactive Macy's ad launching a seasonal catalog from within VivMag's fashion section.