Digital Editions: Gaining Access to Influential Consumers

Digital editions make up less than 2 percent of total magazine circulation, but their numbers are growing at a rapidly expanding pace. During the six-month reporting period that ended June 30, 2012, the number of digital editions more than doubled compared to the previous year, going from 2 million to 5.4 million, according to the Audit Bureau of Circulations. And indications are that this is the tip of the iceberg.

While traditional magazines still face some hurdles in this arena, the ability to utilize custom magazines, brochures and flyers are limitless, as these items can be placed on websites and links can be embedded in emails, texts and blasts for immediate target market saturation.

Industry leaders believe that over the next five years there will be a dramatic rise in digital magazine adoption and sales, to the point where the value of the digital part of the magazine industry-including digital magazines, websites, apps, and all digital ads-will overtake the print part of the industry by 2020. Once again, that is mainstream magazines, with B2B, and custom Corporate, Group or Trade Magazines gaining even more steam and positioning for stronger results for those who publish and utilize their digital publications by specifically targeting who sees them.

The main quality of a digital edition is that it can be created for various classes of digital platforms — the PC, e-reading devices, smart TV, etc.

On a smartphone or a tablet, people want to interact with the content differently than with a printed magazine. They want interactivity and other immediately engaging functionality that most publishers have not developed or are taking too long to do so. Digital magazines and user-friendly or interactive items within the digital platform make this possible. Visitors can click on an ad, a link, an article or image and be transported immediately to a website that imparts additional information or interaction capabilities such as ordering products, goods or services. That makes the digital magazine, brochure or flyer a potential point of purchase.

A key question for media buyers and planners when advertising in or creating a hard copy printed magazine is: How are you proving that readers are engaging with my ad? It is easier to prove on a digital platform because you can get data on views and click-throughs. But in print, it is more difficult to track.

Additionally, the audience members you reach with a digital version are valuable cutting-edge interacters. Tablet owners are influencers and early adopters. They talk to friends on- and offline about what they find interesting, and buy new products when they are released. Match their demographics with the interactivity of emagazines, and you have the ideal channel to capture the attention of this important group of consumers.

Editorial content can be enriched to include engaging media elements. Digital versions can send readers to a website, or if a video or animated element is included, the content visually pleasing, dynamic and more hard-hitting … how about putting a video ad in your digital magazine or brochure in place of the static hard copy ad in a printed publication?

Interactive ads also have a positive effect on this segment of consumers. Many tablet owners tap on ads to explore them further, and 70% would like the ability to click to buy directly in the magazine. The editing options available in digital magazines make effects like this possible, and give you the power to influence the most influential readers.

Digital magazines are a direct way to gain access to the most influential consumers and expand your reach through interactive and engaging elements that entice the reader to tap, buy and share.

Call Three Marketiers today and learn how to begin digitally publishing your own custom magazine, flyer or brochure.