to digital or not to digital
DESCRIPTION
To Digital or Not to Digital. Lunch and Learn 22 January 2014. 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/ E media is 9% of all revenue - PowerPoint PPT PresentationTRANSCRIPT
To Digital or Not to Digital
Lunch and Learn22 January 2014
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
What is Digital
What is Digital?• Website• Apps, responsive design• Outreach options- Newsletters, alerts• Journals, magazines, newspapers• Webinars• Hybrid options – QR codes, Layar, Netpage
Why Digital?• Media agnostic - reach readers anywhere,
anytime, on their terms• Digital production is easy (relatively)• Environmental concerns• Saves money• Offers new revenue options
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
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• ?????
Why Digital? Experiment! Experiment!
Don’t be afraid, be prudent
Experiment! Experiment!
Why Not Digital?
Q&A
Content & DesignConsiderations
Design and produce pages that are intended for the
medium you chose
Tablet viewing Desktop viewing
Use data to drive editorial decisions
Develop a menu of interactive elements and stick to it
Create an icon set and a “How to Navigate” page
Sync icons back to print edition
Plan content to work in both print and digital
Dynamic versus Interactive
Be cognizant of how to best use both
Create a magazine experience.
How do you define your association magazine’s reader experience?
More ideas!
