Digital Editions Provider Offers Digital Circ-building Tips and Other Advice to Publishers
INBOX: Digital magazine adoption by readers remains a barrier for many publishers. What advice would you give publishers to help familiarize their audience with the technology, and can you offer any tips for building a digital magazine's circulation?
EDWARDS: [To familiarize their audience] publishers use editorial and advertising space in their own publications, Web pages, blogs and social networking sites to talk about their digital editions [and to get] people excited about the opportunities—be they rich media, accessibility or green publishing (i.e. less waste, print and distribution). Allowing limited free access, [using trials] or releasing a demo also prompts customers to explore the edition for themselves, and there are tutorials available in the edition for readers to use too.
To increase circulation, in your software itself, there are a number of tools to use: Use the mass e-mail tool to promote your latest edition, to detail special offers, top stories and a front cover shot to drive traffic. Embed a mini flip edition on your Web site to promote your digital titles, which draws visitors' attention directly to the e-edition. SEO tools will push publishers up organic rankings, which is crucial to attracting new readers. Utilizing the analytics tools indirectly helps, as clients can profile their customers and then more effectively target key audiences. Paid-for titles can release supplements or certain features for free on their landing page to entice customers to subscribe.
INBOX: What are some of the more common mistakes you continue to see publishers make with their digital magazine strategies?
EDWARDS: Some publishers' strategy is just that, a plan, rather than affirmative action, which given the competitive pricing and quality of digital edition software is a mistake. Once publishers embark digitally, they need to maximize the available resources. Use your Web site, your titles and free online tools to advertise your editions. Trust in the quality of your publication and your audience's receptiveness and digital editions will deliver.