Digital audiences are waiting
Your audience is waiting. They're waiting in lines, on public
transportation, and at appointments. Studies in the U.S. show that more
and more people are spending that "waiting" time using their digital
devices. But they are not just playing games, surfing the Internet, or
watching movies. Many are choosing to read. Tablets, e-readers, and smart phones have exploded on the scene. The trend to mobile devices is astounding. In two to five years, it is estimated that only 28% of digital readers will access their favorite content with a wired device such as a PC. Thirty-five percent will use high performance wireless devices and 37% will use wi fi. That means 72% will be using some type of mobile device. Many readers already want to be able to buy content once and access that content on any device. This growing reader preference is presenting a challenge to magazine publishers and will only increase as more devices become available.
When tablet enthusiasts were asked why they wanted a tablet, 59% said for reading. That presents an opportunity for magazine publishers with digital editions now and in the future as tablet usage becomes more common. Other reasons mentioned for purchasing a tablet included ability to watch videos and movies (55%), accessibility (52%), and portability (49%). All of these reasons translate into benefits of an interactive digital edition that can be promoted to readers.
The plethora of mobile devices available, combined with search engines and social networking sites, make it impossible for publishers to plan how readers are going to engage with their content. The possibilities seem endless and with new apps constantly being developed, even your current readers may be surprised by the way they end up using your content.
Digital devices may even change how publishers acquire content and receive feedback. For example, YWAM workers, because they are located in countries all around the world and are often the first on scene when a tragedy or news event takes place, are using their smart phones to provide news coverage including pictures and videos to the major news networks of the world. In some countries, you are more likely to hear from your readers via a text message than a phone call or even email message.
Mobile devices are no longer just for trendsetters who want to have the latest and greatest innovations. Just like email, which started as a fad, digital devices are becoming the technology that people use every day and can't even imagine life without. Similar to hand-written letters sent in paper envelopes, print is not going to go away. However, magazine publishers must also recognize that digital is here to stay and will most likely become the day-to-day norm.
Your readers are waiting. Are you ready?
–Jolene Robinson, Magazine Training International with information and stats gathered from Reading the Future: Digital Magazines webinar sponsored by Publishing Executive magazine; July 29, 2011
Digimarc's secret code: digital watermarks embedded in a magazine (with video)
The technology options available to publishers looking to enhance
print content with scannable codes have grown in the past year. One of
the more intriguing offerings comes from technology firm Digimarc, which
enables magazine and newspaper publishers to embed digital
watermarks—invisible codes readable by a smartphone in the manner of QR
Codes—into print pages.When a phone equipped with a reader app is held up anywhere on a page with embedded information, users are directed to related multimedia content, advertising or social media.
Publishing Executive caught up with Digimarc Chairman and CEO Bruce Davis at the recent MPA: Digital conference in New York. Read the full interview.
[MTI Note: You don't want to miss this interview. Bruce Davis talks about how the technology works, how to educate readers in the use of the technology and more.]
Click the links below for a peek of what Digimarc technology can do in multiple venues including newspapers or magazines.
Digimarc Discover™ Official Video from Digimarc on Vimeo.
Digimarc Discover for Publishing Consumer Demonstration from Digimarc on Vimeo.
Publishing Executive; July 14, 2011
New version of digital publishing software available
In House Digital Publishing (IHDP) recently introduced their new IHDP
V 2.0 Digital Publishing Software. Based on IHDP's original platform,
the new version makes it possible for digital editions to be viewable on
the iPad, iPhone, Blackberry, and Droid products. "These days it is not good enough just to rely on the content of your website," said Mark Garland of IHDP. "You need to be able to reach your audience anywhere they are and keep their attention." Digital editions allow publishers to add links, audio, video and embedded Flash animation to help capture and hold the interest of readers.
Digital editions may also help publishers reach budget goals by saving print costs. "It is no secret that budgets are getting smaller while needs are getting larger," said Garland. In addition, publishers can save money in their marketing budget by taking advantage of social network marketing opportunities. As Garland explains, "Digital editions are ideal for sharing and posting, anywhere, anytime."
–Magazine Training International; July 12, 2011
Digital magazine checklist
Digital magazines are becoming more important to publishers every
month. Digital magazines not only provide cost savings over print, they
also offer publishers a circulation lifeline given existing auditor (ABC
and BPA) rules. Also, when done right, they are incredibly compelling.
Technological developments in e-paper e-readers specifically geared to
this type of paginated media have also made it impossible for digital
magazines to be ignored.David Renard, writer, researcher and publishing entrepreneur currently on the management team of mediaIDEAS, offers magazine publishers “actionable research and analysis for the magazine industry” in his TH(ink) NOTEs available on mediaIDEAS website. He continues the post above with nine suggestions for publishers who want to press forward with digital magazines. His suggestions include:
• determine scope
• resolve rights
• identify delivery mediums
• determine distribution model
• design for limitations, create value
• devise marketing plan
• focus on usage
• monetize everything.
To read the entire article, click here to download a free copy of David Renard’s TH(ink) Notes: Driving Digital Magazine Usage. You will need to enter your basic contact information into a form in order to download the PDF.
–David Renard, mediaIDEAS (www.mediaideas.net); August 22, 2011
Improve digital readership with effective email announcements
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| Sample email announcement from Christian Retailing. Click image to download PDF. |
In his TH(ink) Notes, Renard discusses simple but important steps magazine publishers can take to make their email announcements more effective. For example, the format of the email should emulate a newsletter, should be sent “From” the magazine, and have a short subject line that includes key words about the particular issue being announced.
The content of the email must be carefully written and designed to grab attention and promote click through. Renard offers several suggestions for what information and graphics should be included and where they should be placed.
A one-time email announcement is not sufficient. Rather sending a series of two or three emails that focus progressively tighter on individual spreads, features, or articles within the issue is a more effective strategy.
An email list is only as useful as the addresses within it. Effort should be made to create a list of clean, active addresses that can then be sorted and segmented by demographics or interests. This allows the magazine to promote different articles or features of the issue to various reader segments.
Finally, publishers must test their email compositions and processes continually.
To read the full details of Renard’s suggestions, download his TH(ink) Notes here.
–Jolene Robinson, Magazine Training International (www.magazinetraining.com); August 30, 2011
Digital revolution in the developing world
The digital revolution is raging full force in the U.S. Each day is
seems another magazine announces its latest and greatest digital app and
new digital devices are released regularly. Is this same frenzied pace
true for the majority of the world, specifically for those in developing
economies? A study published in February 2011 by the International
Alliance of Independent Publishers provides compelling observations and
answers to the question. Developing economies’ contribution to the electronic age
The study, conducted by Argentine philosopher and digital publisher, Octavio Kulesz, opened with his objection to the conclusions of many who say that countries of the “South” [developing economies] have “no choice other than to await the arrival of successful models from the North [in particular the US, Canada, Europe, Japan and South Korea].” Kulesz pointed out that a “successful system” of digital publishing has not been easy to identify. Rather, even the major players appear to be experimenting with sale prices, formats, and the application of digital rights management (DRM).
Even if an ideal model could be identified, in most cases it would not be useful to reproduce the systems developed in the North. “In addition to the disparities in infrastructure,” wrote Kulesz, “there are enormous cultural, linguistic and even religious differences.“
Finally, despite the lack of news coverage and acknowledgement by mainstream sources, imitation of the North is not necessary. “Given the enormous population, and above all the accelerated economic growth observed in many countries of the South,” wrote Kulesz, “it is hard to believe that the developing world isn’t making its own contribution to the electronic age.”
Emphasis on specific regions and countries
Kulesz drew his conclusions based on information gathered by a survey and in-depth interviews conducted over 5 months. Most printed data available was already out-of-date, so additional information and statistics were found in online articles and papers. The data and conclusions were then compiled into segments by the following countries or regions: Latin America, Sub-Saharan Africa, Arab world, Russia, India, and China.
Current status and future opportunities
Each of the six segments include observations per area regarding:
• historical and regional context for the digital revolution
• quotes from local publishers and/or experts
• current availability of nationally or regionally developed digital devices
• development of local digital platforms and software
• infrastructure
• the acceptance or resistance of the general population to digital media
• the involvement of the public sector in digital developments
• possible trends in digital publishing,
• specific challenges for each region
• action points to encourage growth of digital publishing in the area
The specific results and observations included in the more than 80-page study could not possibly be published here. However, the full study is available online at http://alliance-lab.org/etude/archives/67?lang=en.
The International Alliance of Independent Publishers (the Alliance), based in France, was founded in 2002. The purpose of the non-profit association is to coordinate an international network comprising 85 publishing houses and groups of publishers from 45 countries. The Alliance organizes international meeting and carries out advocacy work to foster independence.
–Jolene Robinson, Magazine Training International (www.magazinetraining.com); September 23, 2011