Digital Magazine and Newspaper Editions: Visionaries
partners to build demand. They have had an enthusiastic response to their community
features. There are plenty of opportunities to recommend books to other readers with
similar tastes. The blogs encourage interaction with Harlequin’s editors and authors.
They even have a section devoted to encouraging new authors.
Harlequin’s readers like e-books because they provide immediate access to new titles
and fast free delivery; allow their favorite books to be saved in a digital format; and are
very light and portable. Along with concern for the environment, these are the same
reasons that readers become digital magazine subscribers. Their readers are very loyal.
The brand-building aspects of their digital publishing programs are very important to
maintaining their current readers and to reaching out to new types of readers who may
be younger or prefer digital editions. They are quite willing to be on the leading edge of
developing technology products and use the approach of a perpetual beta to test and
refine their product offerings and channel strategies.
The key to their strategy is to plan for their products to be developed in multiple media
formats and to produce editions that are appropriate for each type of media platform.
Like magazine publishers, their e-books represent a digital replica edition. These e-
books are very popular and are always among the list of digital bestsellers.
In the process, they have overcome some difficult challenges. Their target demographic
was not considered ideal for establishing a cutting-edge digital publishing program. The
technology for producing and displaying e-books was slower to develop than
anticipated. And new media platforms and Web 2.0 community opportunities
continued to emerge. Their strategic commitment, willingness to innovate, and focus
upon building their brand with the next generation of readers will pay significant
dividends in the future.
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©2008 Gilbane Group, Inc.
http://gilbane.com
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