Gilbane Research Report - Digital Magazine Editions - (Page 74) Digital Magazine and Newspaper Editions: Best Practice Cases PMI started slowly, without much marketing – just a promotion on the front covers of their print editions saying that companion digital editions were available. Soon afterwards, they started running ads for the digital editions. They have recently increased their digital editions to include virtually all periodicals, annuals, and whitepapers. They also publish a media guide for advertisers as a digital edition. The PMI digital editions are exact replicas, with no digital-only content. Because PMI is a membership organization, unlike consumer publishers, they do not use the Share feature available on Texterity’s platform. PMI sends Texterity the same PDF that they provide to Cadmus Communications for print production. Texterity supplies a proof so that live URLs, formatting, and other production specifications can be checked. PMI pushes its subscriber information to Texterity for digital edition emailing; Texterity also handles technical support as well as production. Results Feedback on PMI’s digital editions from members has been very positive. No major technical or production issues have occurred. Lessons Learned PMI is looking at ways to leverage digital publishing as a source of revenue by selling space on “blow-in” advertising and sponsored email blasts to nonsubscribers. PMI intends to sell digital edition subscriptions to non-members, which is something that Texterity can also support when PMI is ready. Gilbane Group Conclusions For a nonprofit membership organization such as PMI that deals with technical subject matter, publications can provide more permanent value than they would for most consumer and even many B-to-B publications. Digital editions enhance that value through searchability, bookmarking, and other features, all for little or no incremental cost. At the same time, publications are better than Web sites at strengthening members’ bonds with the organizations, thus making them more likely to renew their memberships. Thus, the PMI example shows how digital editions are a sweet spot between print publications and Web sites for membership organizations. ©2008 Gilbane Group, Inc. 74 http://gilbane.com http://gilbane.com
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