How Your Print Editions Can Benefit from a Digital Environment
The decision to take your publication digital is a tough one for publishers to make. Often the personal reasons for staying in print, or publishing only in print, outweigh the economical reasons for going digital. An online version of the publication not only allows the publisher to make immediate changes to ad placements, stories or other information, it also cuts printing costs and allows the end user to view specific portions of the publication. This allows for a more focused advertising base, lower production costs, and more accurate, up-to-date information.
The following information is adapted from a white paper issued by Thomas Technology Solutions, a Horsham, Pa.-based provider of publishing and content management solutions and pre-press services to publishers and manufacturers. These tips will offer you guidance on how an effective digital edition can maximize your overall digital publishing strategy, helping you increase your revenue beyond cutting production costs, in addition to bringing life to your back issues.
1. Start with the understanding that an effective digital edition requires more than posting a PDF version of the printed page on your Web site.
In place of PDFs, ThomasTech suggests using Portable Network Graphical (PNG) files, which are a true image of the page, allow for a much clearer image, and are much quicker to download than PDFs.
The importance of download time cannot be understated: An audience will lose interest if it encounters wait time, which will result in low activity and unhappy advertisers.
In addition, unlike PDFs, PNG pages do not require plug-ins and are able to be viewed via any Web browser.
2. Ensure your digital publishing strategy supports advertising opportunities.
The Web site pages you create must be able to support any and all of the ads you wish to allow. Your Web site should also be able to support animation, audio, multimedia and video, in addition to traditionally static ad content. Banner ads and corner ads will provide your advertisers with the opportunities to broadcast their particular product or service across the top or side of the page. A “float-in” ad will allow the ad to “float” across the screen, then exit and appear in a location off to the side. Any tracking capabilities made available and active link opportunities will entice your advertisers.