Gilbane Research Report - Digital Magazine Editions - (Page 69) Digital Magazine and Newspaper Editions: Best Practice Cases Very positive feedback has been received from advertisers using electronic blowin cards. Lessons Learned Molloy feels that the next big step in digital editions is mobile devices, as lawyers and law office employees are spending more time with their mobile phones than on computers. American Lawyer, like other Texterity-powered digital editions, has been available on the Apple iPhone and iPod touch since July 2007. At this writing, ALM has had 979 total iPhone visits, 805 of them unique. Because large law firms often issue iPhones to employees, there is new audience potential here. To accommodate mobile devices, ALM plans to create digital editions that are not exact replicas of print editions but are formatted somewhat differently, utilizing larger text and an aspect ratio that is more appropriate for digital devices. Gilbane Group Conclusions The growing installed base of Web-enabled portable devices such as iPhones, BlackBerries, Palm Treos, and Windows Mobile devices is leading to an important market for digital editions among savvy professionals who are spending more time with those devices than on their PCs. Publishers that want to reach this highly lucrative audience should consider digital edition platforms that are compatible with a maximum number of these devices and whose providers track the constant stream of advances in mobile device technology. Reaching mobile devices goes hand-in-hand with the objective of reaching readers in remote places while saving on distribution costs. With the right digital edition platform, publishers can get both of these benefits in the same package. ©2008 Gilbane Group, Inc. 69 http://gilbane.com http://gilbane.com
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