Digital Magazine and Newspaper Editions: Best Practice Cases
Yoga Journal
A Digital Edition for Earth Day
For more than 25 years, one magazine has reported on the
expansion and revolution of the yoga movement. Yoga Journal
(www.yogajournal.com) has been there, serving yoga teachers and
the ever-growing yoga community. The Yoga Journal has a
circulation of 350,000. Like the community, they have evolved over
the years, and now are proud to present an interactive, in-depth,
yoga community Web site.

Zinio (www.zinio.com) is a global leader for digital
publishing products and services. Zinio provides publishers
with new circulation and revenue growth opportunities
through its comprehensive offerings from marketing
programs that include customer acquisition, retention, and
cross-promotion to seamless production services, a robust e-
commerce engine, and extensive digital delivery, circulation, and fulfillment services.
Major publishing partners include Bonnier, Hearst, IDG, Gruner + Jahr, Hachette
Filipacchi, IPC Media, Mariah Media, McGraw-Hill, The National Magazine Company,
Playboy Enterprises, Rogers Publishing, Source Interlink and Ziff Davis Media.
The Challenge
The Yoga community tends to be very environmentally aware. For many years, the Yoga
Journal has been printed on recycled paper. This year, they decided to offer their
subscribers the opportunity to read a digital-only edition of their April magazine in
recognition of Earth Day.
The Principals
Bill Harper is the Publisher of The Yoga Journal. Zinio provides the technology and e-
commerce platform for the Yoga Journal. Rich Maggiotto is Zinio’s CEO.
Meeting the Challenge
The Yoga Journal Team selected Zinio to sell single copies and subscriptions on their
digital marketplace as well as distribute free issues to a targeted environmentally
conscious group of readers. Yoga Journal’s decision to move forward with this concept
in a digital format was made, in part, because they were impressed with the Zinio
Reader’s ease of use and the quality of the usage data that Zinio make available for
advertisers to track the reader’s interaction with their advertisement.
The Yoga Journal team developed considerable amounts of interactive and rich media
content and encouraged their advertisers to do the same. The first 5,000 people who
signed up for the digital edition got a tree planted in their honor. They promoted the
102
©2008 Gilbane Group, Inc. http://gilbane.com