Digital Magazine and Newspaper Editions: Conclusions

Conclusions
After the data have been analyzed, the best practice cases written, and the industry
experts interviewed, what do we conclude and what topics do we feel need future
consideration?
The Role of the Digital Replica Edition
Either/and, not either/or — Some publishers wonder if they should have a Web site
view of their content or a digital replica edition. We believe that they should have both
and that they should be well integrated and coordinated. We suggest that digital replica
editions should be part of almost every digital publishing strategy.
We think of replicas as a traditional browsing view of content, similar to but better than
the way newspapers and magazines have been read for hundreds of years. Browsing
exposes readers to a broad range of content and allows them to discover new and often
unexpected topics that they subsequently find interesting. Most Web sites feature an
interface built more upon the short display of headlines, a menu of topics, and a search
engine. Most Web site readers scan the front page rather than browsing the array of
articles. We feel that the two approaches are quite complementary and that readers
benefit when the two approaches work together as seamlessly as possible.
Better functionality and richer value — Digital replica editions offer readers features
and functionality that simply cannot be duplicated in print editions:
� The content found in each article can serve as context to enhance the reader’s
ability to search for and find the best pertinent information related to that
article and then easily return to the article.
� Publishers can add links from their content that help guide readers to other
credible and respected information.
� Rich media allows publishers to enhance their illustrations to make them more
instructive and even interactive.
Lower costs — The digital replica edition offers real cost benefits. It is much less
expensive to produce and distribute digital replicas, especially when subscribers are
located in remote international locales. The reasonable costs also create the potential
for publishers to consider more extensive sampling and promotional-issue programs.
Once cross-media planning practices and sophisticated content management strategies
are deployed, the potential for cost savings becomes even greater as publishers save by
eliminating the redundant efforts to produce two distinct media editions.
Environmental impact — With energy prices soaring and concerns about the
environment deepening, many readers are now more receptive to receiving digital
editions of their favorite publications.
Speed of delivery — The Internet can get publications into subscribers’ hands much
faster than the mail service. This is especially important in B2B markets.
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