New Digital Edition Boosts Online Subscriptions for Paintball Publication
INBOX: Have advertisers responded well to the digital edition?
AMATA: They have. A lot of people want that multimedia experience—they don’t just want a print ad, they want to be able to do more. So now we can offer them … the ability for readers to go directly to [advertisers’] URL. And they really enjoy that. Especially a lot of our online paintball stores that advertise with us. Also, some of the bigger manufacturers who want to show videos and some cool things they’re doing with their products, they can embed that into the flip books.
INBOX: How have you re-organized your staff to compensate for the new digital efforts like video to complement print stories?
AMATA: … We have had to [hire] some extra staffers to manage the [new online subscription] lists, and we’ve had to rely more on some of our Web design guys to help get the flip book up and running … but in terms of [adding] different capabilities to the flip book, that’s something we haven’t done just yet. We’d like to explore it in the future once we really know it’s going to stick. We’d love to be able to add an extra supplement into the digital book … more and more videos, for example. We just haven’t explored all the avenues that it’s really capable of yet.
INBOX: What’s been the most eye-opening part of growing the readership of your digital magazine? Do you have any advice for other publishers looking to do the same?
AMATA: One of the biggest challenges is promoting the digital book … getting it out there into the different channels that news travels in paintball. We did create our own ads for [the flip books]. We went out on a photo shoot around Philadelphia and found a great shot of two guys: one reading the print edition and one with an open laptop reading the digital edition of the magazine. So we built this whole campaign about how you can get this magazine anyway, anytime. You choose how you want it delivered. And that ad campaign seems to really be working.