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February 2007

The Successful World of Digital Publishing
How Traditional Publications Can Benefit
By Jennifer Gerholdt, Magazine PAPER Project Coordinator

Ever since the Internet’s introduction into mainstream media in the early 1990s, it has revolutionized the way we find information. Americans spend as much time surfing the internet as they do watching TV, and more time than they spend with all other media forms combined (JupiterResearch).

So it makes sense that magazines are now being created to be viewed exclusively online, such as Viv, Greenlight, and Portovert. Traditional magazines interested in expanding their reader and advertiser support into the digital world will be interested in the lessons imparted by these online publications.

“We have a robust Web site, so we measure [reader] response that way,” says Anne M. Russell, editor-in-chief of VIV, a downloadable interactive bi-monthly women's lifestyle magazine. Viv is delivered to its subscribers desktops; once downloaded, it can be read on or offline. “We can clearly see the dialog between the magazine and the website as readers respond to information and offers inside the magazine.”

Thea Selby, publisher of Greenlight, a magazine about earth-friendly living, concurs. “Our audience is incredibly interactive, and is very willing to help us answer questions/polls. The sense of community is very strong, and we try to foster it whenever possible.”

Advertiser Support
Digital publications build strong advertiser support just like traditional magazines. “This doesn’t differ much because you are digital,” says Selby. “You need to be responsive to their needs, and keep a dialog going with them. If the affinity is there between your audience and your advertiser, and the messaging of your advertiser is good, then you’ll develop a strong and mutually beneficial relationship.”

Digital publishing offers benefits to advertisers that are normally unavailable in traditional print media, these publishers assert. “The advertisers that VIV has had success with are companies that are eager to move into the digital arena—they see it as a more trackable and accountable medium,” says Russell. “One of the elements of the relationships we establish with them is to help them design ads that are optimized for the digital world.”

“The advertisers who come on board are very supportive of our magazine being digital,” says Selby. “Some advertisers are looking for ways to spend their online budget—this is a unique way with a high clickthrough rates on ads, so it’s a good spend. Others are looking for a cost-effective way to test out an earth-friendly magazine. The fact that it’s digital goes with the ethos of being earth-friendly, so they support it.”

Digital publications generate revenue similar to printed versions, with the added benefit of receiving money from the selling of the products themselves. “Subscription sales, single copy sales are all possible, with the added benefit that the product can arrive immediately after the person subscribes/requests the single copy,” Selby adds.

Lighter Environmental Impact
In addition to reaching a wider audience, digital publications also represent the best environmental and economic option. No trees are harvested, resulting in less pressure placed on forests. This in turn saves money that would otherwise be spent on tree logging, and on transporting and shipping the pulp and paper—not to mention eliminating the burden of ever increasing postal costs.

However, most traditional magazines are not yet in a position to go completely digital, or have no desire to at this point. Regardless, steps can be taken to successfully expand printed magazines into the digital realm.

“For existing print titles I would suggest rather than trying to straddle the two media,” says Russell, “publications experiment with a related brand product—an annual buyer’s guide, for example, that is digital only. Another way would be to try different things with its website—see what works for readers and what doesn’t. The esthetics of a magazine in a digital format and in print is very different.”

Meghan Meyers, editorial director and CEO of Portovert, a magazine for environmentally and socially conscious couples that has just launched this year, offers another piece of advice: “The best way to [have the printed and digital components work] is for the two to really work together—say, you’re a crafts publication—your print publication contains glossy images of your projects and how-to’s—but you don’t want to waste paper on craft blueprints on recipes or homemade glaze …your publication will drive traffic to your website, which will increase publication sales.”

The Best of Both Worlds
Smart HomeOwner magazine is a traditional publication that launched its digital version in 2006, which has met with great success from readers and advertisers alike.

“We have a considerable amount of content that is only available through our website” says Tony Napolitano, publisher of Smart HomeOwner, a magazine that offers innovative solutions for energy efficient, eco-friendly homes. “Our readers love our digital edition and many print subscribers have opted to receive the magazine in digital form only. Advertisers see value in the reporting capabilities and ability to add multi-media elements to their ads.”

Publishers interested in exploring their digital options are encouraged to start thinking about the role a digital edition would play in their marketing, circulation, and ad sales strategies, says Napolitano.

Publications that will continue to retain their printed version, with some or even no content posted online, should ensure the paper they are using is the best environmental paper available. Using recycled paper is the number one thing a traditional magazine can do to decrease its harmful environmental impact. There is enough quality recycled paper to meet demand; these papers will become more readily accessible and affordable as publishers make their preference for environmentally responsible paper known to their supply chain.

VIV, Greenlight, Portovert, and Smart HomeOwner magazines are more than willing to speak with magazine publishers for advice on digital publishing. Please contact Jennifer Gerholdt, PAPER Project Coordinator, for their contact information.

“I suspect that 2007 will be tipping point for traditional (ink on paper) publishers regarding their legacy business,” says Clay Hall, CEO of Aspire Media, a group of private equity investors that buy and build enthusiastic media companies. “The market is already punishing traditional publishing companies with lower valuations than multi-platform media companies command. In 2007, I suspect that traditional publishing companies will be more focused than ever on adding online … in order to preserve and build enterprise value.”

For Further Reading

A Year with New Media Opportunities

Future scenarios and potential economic aspects of digital magazine publishing

Industry Professionals Weigh-In on What 2007 May Bring

JupiterResearch Finds Online Consumers Spend as Much Time Online as in Front of the TV

SI.com Revamps with Added Video, Personalization and Gossip

Time Exec: We Need More Failures

Timewise, internet is now TV’s equal

2007 Relaunch: Publishers Unveil New and Improved Websites