Digital Magazine and Newspaper Editions: Best Practice Cases
With their channels and communities combined with the context-sensitive search
engine, content can be customized to the reader’s specific interests. They are working to
achieve the appropriate blend between blogs and community-contributed content and
their own editorially prepared content. Readers appreciate that multiple views are
expressed on controversial topics. The scope and measurability of their digital content
offerings is very appealing to advertisers.
Results
� On average, 10%-15% of their readers have converted from print to digital
editions.
� International subscribers appreciate the faster delivery and lower cost of digital
editions. There is also a significant cost savings for Reed.
� The archiving capability allows them to keep their legacy content active and is a
very popular research tool for readers.
� Reed is now using digital media kits and finding them to be popular with
advertisers and more cost-effective to produce.
� The lower costs of digital editions has kept at least one publication alive and is
now allowing Reed to consider new digital-only publications.
Lessons Learned
� Different views of content serve different purposes. The print and digital replica
editions have strong appeal to readers who like the structure and layout of a
traditional magazine and enjoy the experience of browsing through the entire
issue. The digital edition has the additional benefits of rich media, links to
interesting content or products, and the capability to easily share an article with
a friend or colleague.
� Reed is developing a consistent, integrated product and marketing presence for
more than 80 Web sites including more than 35 digital replica editions. Digital
presentation has become an important core competency.
� The preparation of a comprehensive archive poses some challenges in handling
content stored in a variety of media and formats. Olive was very helpful with
this task.
Gilbane Group Conclusions
� Developing a successful product mix to serve both digital and print readers
begins long before any specific product or edition is ever published in print or
digital form. The design of the authoring and content management platforms is
crucial to being able to succeed in a “cross media” world.
� Having the right partners makes it easier to publish and archive content.
� Establishing a robust digital readership and advertising base requires significant
focus and commitment. That investment is clearly beginning to pay off for Reed.
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©2008 Gilbane Group, Inc. http://gilbane.com