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To Digital or Not to Digital
Lunch and Learn22 January 2014
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Association Survey Data• 67% of associations publish a digital edition
……… of something• Print is 57% of all revenue• Paid subscriptions are 22% of all revenue• Online/Emedia is 9% of all revenue• Some associations have gone totally digital• Others offer a mix of products
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What is Digital
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What is Digital?• Website• Apps, responsive design• Outreach options- Newsletters, alerts• Journals, magazines, newspapers• Webinars• Hybrid options – QR codes, Layar, Netpage
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Why Digital?• Media agnostic - reach readers anywhere,
anytime, on their terms• Digital production is easy (relatively)• Environmental concerns• Saves money• Offers new revenue options
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Going Digital• Physics Today started a digital edition in 2012• $2.5+ million print ad revenue at risk• Offered only to non-US subscribers –
approximately 11,000• Open rates ranged from 18 – 21%• We consider this bonus circulation –
advertisers still on the fence
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New Subscriber Actions• Offer to a society whose members no longer
receive a subscription to Physics Today• Over 500 new subscribers• Two offer options: print + online
digital + online• Both options were offered at the same price• ?????
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Why Digital? Experiment! Experiment!
Don’t be afraid, be prudent
Experiment! Experiment!
Why Not Digital?
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Q&A
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Content & DesignConsiderations
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Design and produce pages that are intended for the
medium you chose
Tablet viewing Desktop viewing
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Use data to drive editorial decisions
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Develop a menu of interactive elements and stick to it
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Create an icon set and a “How to Navigate” page
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Sync icons back to print edition
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Plan content to work in both print and digital
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Dynamic versus Interactive
Be cognizant of how to best use both
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Create a magazine experience.
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How do you define your association magazine’s reader experience?
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More ideas!