WHILST EVIDENCE HAS SHOWN FOR YEARS THAT BOTH
TRADITIONAL AND DIGITAL MEDIA CAN COEXIST, THE
ADVANTAGES OF MODERN DIGITAL PUBLISHING
TECHNOLOGY, OF WHICH BIZ-MAG IS A GREAT EXAMPLE,
OVER ITS PAPER COUSIN ARE NOW BECOMING CLEAR – AND
PROVING TO BE VERY ATTRACTIVE. BUT FOR THE AVERAGE
BUSINESS, WHAT ARE THE REAL BENEFITS OF
GOING DIGITAL?
Digital can track and report on reader habits What is ‘customer publishing’? Well, this is
and provide more advertising data than any the term given to bespoke magazines
print publication, which has brand values for specially produced for a particular business
many companies; plus there are cost benefits customer or member. Just go to any
to the publisher. Over the last decade, the supermarket and you will see Sainsbury or
media consumption habits of readers have Asda offering it’s own in-house publication.
been changing; they are conscious of the This customer publishing sector is now worth
environmental impact of a paper magazine, almost £680 million. Furthermore, based on
and look for alternatives. Advertisers and current trends, research by Mintel for APA
brands want to be where their consumers are, estimates the value of the total customer
and if that’s on the mobile phone, the Internet publishing industry to reach £1 billion by
or in print then they will pay to be there. 2011, and turnover to exceed £541 million, an
increase of 54%.
...digital publishing accounted
...customer publishers' digital
for 10% of all publishing
output has grown 114% since
revenues in April 2008
2005, with an estimated
Research from the Association of Publishing
increase of 33% for 2008
Agencies (APA) showed that digital activity
accounted for 10% of all customer publishing
compared with 2007
revenues in April 2008. It revealed that
Association of Publishing Agencies
customer publishers' digital output has grown
114% since 2005, with an estimated increase
of 33% for 2008 compared with 2007. The
survey, which polled customer publishing Just like any website, content is king, and for
agencies, six brands and six digital agencies, a magazine, that no longer means just great
also discovered that the emergence of fresh text. If you use content effectively, e.g.
platforms, such as social media, user- interactive with content driven by the users,
generated content and podcasts, means then there are huge benefits from the brand
publishers now deliver digital work to 37% of perspective. Not forgetting that it is also a vital
their clients. Retail and business-to-business marketing tool and maximises search engine
customers have been key to this growth. optimisation benefits.
71
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98