Digital Magazine and Newspaper Editions: Best Practice Cases
Results
� The digital edition has been well received and has helped them to increase their
circulation. It is especially popular in many distant international markets like
the Far East, where many of today’s new ships are being built.
� Because their content is analytical and authoritative, the archive feature is very
popular with their readers.
� An unexpected result has been the reinvigoration of their trade show presence,
where the digital edition helps them demonstrate their content and rich media
capabilities to potential subscribers and advertisers.
Lessons Learned
� The digital edition and Web site are completely complementary. The magazine
is devoted to analysis of major trends and new regulations. They use the Web
site for breaking news and online polls, and for cross-promotion of their
directories and tradeshows.
� They will be expanding their online forums to help build a larger professional
community presence.
� As their market becomes more global, the digital edition takes on greater
importance.
Gilbane Group Conclusions:
� What started as a response to a storm-related crisis has become an important
element of their product/marketing mix.
� Digital replica editions and their related Web sites are especially valuable in
vertical markets where there is a need to keep an entire industry abreast of
important news, events, research, and analysis. These readers are very loyal,
making them very attractive to advertisers.


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