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Digital Magazines are at the leading edge of the Web 2.0 revolution. They meld traditional reader values with unparalleled interaction, timeliness, longevity, value and an environmental conscience. Unfortunately, many stalwarts of the media and advertising industries have yet to fully grasp the distinction and consequent impact of digital magazines.
Some confusion is understandable, as the available technologies for digital magazine publishing are in
ryan smyth jersey an early growth phase. Choices for publishers are expanding, as opposed to converging. This has direct impact in a number of important areas. Advertising, for example, can be handled like a display ad in a print magazine, or it can be handled like an online banner, in both presentation and pricing.
The extent to which the print magazine model is transferred into the digital world is another area where choices exist and are being widely explored. Some presentations use a "page flipping" graphic model to simulate the handling of a physical magazine. Others argue that this is unnecessary visual hyperbole and
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BEYOND WEB PAGES
One area that is very consistently adopted is the use of traditional print layouts, often rich in graphics, photography and font selection. This approach immediately distinguishes the digital magazine from a simple web page. In taking the best
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There are a significant number of differences between print and digital magazines, many of which substantially enhance the value of the latter. Let's take a look at what these are.
- Persistence - Digital magazines remain available as long as the publisher allows. Similarly, an advertiser's? message remains available longer than it would in print. Digital magazines keep on giving. Most publishers keep back issues immediately available online, so the audience for a given issue continues to grow over time.- Eco-friendly - Digital magazines consume no paper, ink or chemicals. They fill no landfills. Today, only about 20 percent of magazines are recycled from the home, according to the Magazine Publishers Association. Even a small magazine, say having 68 pages and a restricted circulation of 20K, consumes 12 tons of paper with each issue. Transportation of the finished product adds further to the environmental burden.- Interactive - Digital magazines can provide links to your web site for instant access or ordering. In addition, your visual message can be enhanced with animation or video for heightened impact. The days of waiting for Reader Service card results to come in are done for. -
Contemporary - Digital magazines are no less a publication than an email is less than a letter. They appeal to a large, younger demographic that are Web 2.0 tech-savvy, early adopters looking for information and generally unafraid to take a risk. They are not "worth" less than print publications. To a smartphone user, messaging while on the go is not worth less than writing a letter or memo, is it? Instant access to information via a GPS device is hardly worth less than reading a map.
- Search Engine Friendly - Digital magazines can be indexed by leading search engines, providing yet another way to draw readers to your message. Readers looking for specific information can arrive at a digital magazine page just as easily as they may at a web site.- Economical - Compared to print magazines, advertising dollars are not paying to fund three to four copies for every one sold on a news stand, in addition to their transportation and eventual disposal. - Professional - Most digital magazines today are equal to their print competitors in presentation, editorial quality and photography. Indeed, readers seem to love them; 88 percent of the 11,642 respondents to a study by Texterity and BPA said they were very satisfied or satisfied with their digital magazine experience.- Adaptive - Digital magazines can accommodate the latest in consumer electronics preferences (e.g.- iPhone editions). They can also be "shelved." Most publishers offer the option for the viewer to read the publication online, or to download it for off-line reading. They can be archived and retrieved for future reference.- Timeliness - Digital magazines can deliver information sooner than print publications. Long lead times are a thing of the past. People search out online publications, news portals and web sites precisely because they bring current news to light faster than most print publications.- Dynamic - Digital magazine technology continues to develop and will bring additional enhancements in the near future.As a result of these factors, digital magazines are - or can be - less expensive, have broader reach and deliver improved ROI. Digital magazines are not subject to arcane restrictions such as folio counts and fulfillment costs, climbing paper and ink costs and other physical challenges. They are not subject to import or export restrictions and are immediately available to a far wider audience. They give more, faster and cost less. What's not computing here?