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Digital Technology Examples
Some examples have been floating around about the ways in which editors and advertisers can take advantage of Digital Edition technology. Check these out.
1. A video Editor's Note from BabyTalk Magazines
http://www.digitalbabytalk.com/babytalk/sample/?fm=2
2. A video within an advertisement (click on the airplane in the Breitling ad)
http://demo.texterity.com/demos/calabasas/?fm=2
3. Animation
http://demo.texterity.com/demos/calabasas/?fm=2
All of these are available now for those of our publications which produce digital editions via Texterity--including all of our Real Estate magazines, The American Lawyer, Corporate Counsel, Law Technology News and IP Law & Business.
I have asked our Audience Development teams in the Legal and Real Estate groups to assess how we might more aggressively expand the numbers of readers receiving Digital Editions of our controlled distribution magazines. By doing so, we would not only save significant manufacturing and distribution costs, but would be reducing our use of resources and behaving in a more environmentally friendly manner. As the examples above show, we can do so while providing readers with an enhanced user experience while providing advertisers with new options and improved measurability of response. And, importantly, these Digital Editions are counted by BPA as full copies in our audit statements.
I'd love to hear from ad sales folks about their experience with discussing our Digital Editions with potential advertisers. How do Digital Editions compare with Websites in the minds of our advertisers? How much do they care about the metrics--open rates, click throughs, etc? And what other information do you need about Digital Edition readers in order to properly position them to our clients?
The May issue of Circulation Management had a very informative article called ‘Putting a Little Muscle Behind Digital Editions’. It touches on how publishers are using digital editions to increase volume, decrease costs, etc. It is interesting to read their thoughts about how the digital editions can benefit from an aggressive, and detailed marketing plan. They also quote some interesting statistics:
84% thought digital ads were more beneficial than print ads. Obviously this comes form the ability to click through to an advertisers landing page
80% of readers are very satisfied with their digital reading experience.
59% of readers found it easier to engage with digital ads than in print
50% ended up referring digital publications to friends or relatives
37% were more likely to a digital ad than that in print.
The article also touched base on the top factors influencing the purchase of digital editions over print, environmental awareness and the ability to save and reference past issues were a couple examples.