Digital Magazine and Newspaper Editions: Best Practice Cases
special digital edition on their Web site and in the print magazine. Zinio extended the
reach by offering the special digital edition on the Zinio.com newsstand, inside the
footers of targeted opt-in emails, on sites like earth911.com and ecounit.com, and
through online media placements in affiliate networks emails providers.
Results
� Over 2 million people were exposed to the Yoga Journal Earth Day issue.
� They expect to send out 700,000 digital editions. (Campaign still in progress).
� This digital edition is well coordinated with the rest of their product/marketing
strategy. Their Web site gets 3.5 mil/month and 500,000 unique visitors, which
helps them sign up subscribers and helps them build a marketing database.
� The Web site has lots of video, audio, and Flash, including the most popular
Yoga poses and even a pose sequencer.
� “The green movement” is gaining support and is a reason for the Yoga Journal
to consider doing more digital editions.
Lessons Learned
� They have implemented a brand strategy where digital and print content are
highly complementary.
� Community is an important part of their franchise. They offer conferences and
feature social networking opportunities on their Web site. The special digital
edition will help attract more participants to the community.
� There is an ongoing market for digital copies and subscriptions.
� The ability to make the content in the digital edition more interactive (e.g.,
mouse over a yoga outfit to see
Gilbane Group Conclusions:
� The “green movement” is a good motivator to encourage print readers to try
digital editions.
� Making all elements of content delivery — print editions, digital editions, Web
sites, and conferences and communities — work together helps build the brand
and customer loyalty.
� Readers have the opportunity to archive searchable issues or content they enjoy
for future reference. Because much of the content stresses techniques, readers
save issues for many years.

103
©2008 Gilbane Group, Inc. http://gilbane.com