How Digital Editions Can Refresh Your Magazine’s Brand
Magazine publishing executives are well aware of how imperative branding is to achieving success in the marketplace. However, a survey sponsored by the American Marketing Association and independent firms Luth Research and MiresBall recently revealed that revitalizing your brand every three to five years also is a critical part of that process. Citing that survey, Southborough, Mass.-based Texterity Inc.––a provider of complete digital publishing solutions––has issued a white paper entitled “Refreshing Your Magazine’s Brand Through Digital Editions,” which stresses the importance of Internet-based publishing and offers practical advice on how to maximize its effectiveness.
Texterity made headlines this week with the announcement that it had received a U.S. patent for its Published Web Format technology, which transforms print magazines into digital format for Internet readers using virtually any Web browser. “Texterity’s patented technology enables subscribers to read digital magazines without downloading Flash plug-ins or other software while enjoying faster access, sharper text, vibrant graphics and a host of interactive and multimedia features,” says President Martin Hensel.
Below are five tips drawn from Texterity’s white paper, which is available free in its entirety at www.texterity.com/refreshing.
1. If you do not already have a digital edition of your publication, start by converting your print magazine.
This underscores and supports your overall brand positioning. Some publishers may ask, “Why revitalize my brand through digital editions, instead of just focusing on my Web site?” Many companies have moved away from Flash Web sites to ensure better search engine results (search engine robots cannot recognize Flash data). Digital editions offer a way to integrate multimedia excitement into your brand while preserving your search engine optimization efforts.
2. Add enhancements to your digital edition to update and revitalize your image.
Many publishers add a multimedia brand ad or video introduction to their digital edition as a replacement for the right-hand help screen. A visually exciting introduction will engender heightened user interest and create a fresh brand perspective.