Digital Magazine and Newspaper Editions: Visionaries
readers what attributes would be necessary to attract them to subscribe to digital
editions. As mentioned in the data section of this study, Gloria continues to survey her
readers and therefore has an excellent handle on what new features will make them
even happier in the future.
They have provided large numbers of sample digital copies over the past few years and
are careful to get customer feedback as to why they did or did not choose to receive
digital editions over the long run. They offer international subscribers a lower rate for
digital subscriptions, reflecting the much lower cost of postage and handling.
Gloria feels that it is important to be very proactive in marketing to potential digital
subscribers. The marketing campaign should have a very positive tone and focus on
benefits to the subscriber, not the features of the technology. For most readers, the
PennWell content is important to their careers, almost like getting a grad school course
in their mail or email.
While the content is important to readers, the lack of physical presence of a traditional
magazine makes it necessary for readers to be reminded to open their digital copies,
especially while they are making the transition from print to digital. They provide new
subscribers with a digital edition as soon as they subscribe to provide the new customer
with an immediate benefit from their decision to subscribe. Often, this first digital copy
leads new subscribers to opt for a digital subscription. PennWell routinely offers links
to current digital editions and are now finding that subscribers are switching on their
own as a result. PennWell offers their digital readers the chance to go back to a print
subscription, but very few readers do so.
Converting advertisers was also a well-planned effort. They had “digital breakfasts” for
advertisers to brief them on the new digital offering. They have produced hybrid
digital/print media kits that are helpful to sales representatives when they are selling to
new and old advertisers. They also save money by distributing some of the advertising
complimentary copies in a digital format.
When all is said and done, the key to the success of PennWell’s digital initiative is focus
and determination. They developed an excellent strategy, listened carefully to their
customers, marketed their new offering enthusiastically, and measured their results
closely. With that formula in place, this team is well prepared to benefit from the
promising new opportunities that will be emerging in the next several years.
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