Increasing Consumers' Awareness of Digital Editions
In an effort to increase consumer awareness and use of digital reading alternatives, The Read Green Initiative was launched last week by Zinio, an online publishing and distribution services company. Through this initiative, Zinio has teamed with its existing publishing partners, including Bonnier and Greenspun Media, to offer consumers free annual subscriptions to the digital versions of more than 200 publications. Visitors to GoReadGreen.com may also purchase additional digital-edition subscriptions on the Web site.
According to Zinio, The Read Green Initiative also was inspired by increased efforts by publishing-industry leaders to improve the environmental performance of magazines. "Our research has shown that one of the main reasons consumers enjoy reading digital magazines is because they feel like they are doing something good for the environment," says Rich Maggiotto, president and CEO of Zinio.com. "The Read Green Initiative will support and embrace this consumer interest as well as introduce the public to a medium that responds to their needs, without affecting the bottom line." A portion of the proceeds for all sales made on GoReadGreen.com will be redeemed in exchange for eco-unit credits that will contribute to the "greening" of school and university campuses, through the planting of trees, to commemorate Earth Day 2009.
Maggiotto recently spoke with Publishing Executive Inbox about how The Read Green Initiative was developed and his goals for the campaign.
Inbox: What is The Read Green Initiative? How does it work?
Rich Maggiotto: The Read Green Initiative is an evolutionary, new program conceived by Zinio. It is designed to increase the consumer awareness and use of digital reading alternatives. Many of the most pre-eminent publishers in the space, such as US News & World Report, Readers' Digest, Bonnier and Greenspun Media, have teamed up with Zinio to globally offer 50 million free, annual subscriptions to the digital versions of over 200 publications through The Read Green Initiative. Anyone can visit GoReadGreen.com and choose the magazine they love. Within three clicks, the digital version of that magazine is automatically delivered directly to their desktop for the next 12 months at no cost.