Gilbane Research Report - Digital Magazine Editions - (Page 84)

Digital Magazine and Newspaper Editions: Best Practice Cases Advertisers aren’t charged extra for exposure in the e-edition, except when they want to add animation or other rich media to their ads. Instead, Navy News raised its basic ad rates across the board — its first ad rate increase in three years. Results Despite the problems accessing the e-edition inside the Ministry of Defence (MOD) network (see below), Navy News has judged its e-edition to be a success. They are pleased with their usage statistics. The sales staff is finding it easier to sell ads in the publication if the e-edition is part of the offer; they are finding that media buyers at ad agencies are increasingly familiar with digital editions and are interested in them. Navy News is now attracting bigger advertisers, which submit larger, nicerlooking ads — advertisers such as car companies and the Royal New Zealand Navy. Lessons Learned The biggest issue Navy News encountered with its e-edition was that the MOD network’s firewall blocks all Flash-based content, meaning that computers within the MOD network can’t receive Flash-based digital editions. Navy News is trying to resolve this by working with the MOD to integrate the YUDU eedition into its infrastructure. Some readers still prefer hardcopies and have not cancelled their print subscriptions, even if they are paying for them. In the future, Navy News intends to expand advertising and encourage more advertisers to be more adventurous with animation, and to increase the amount of rich media used in editorial content. Gilbane Group Conclusions The initial lack of familiarity with digital editions among users and advertisers has created a “Catch-22” situation for many publishers, which have balked at both raising ad rates and charging for subscriptions to their digital editions. Navy News is finding its way out of this Catch-22. Its decision to raise ad rates across the board is a clever way to increase direct revenue without drawing undue attention to the new publication. Publishers should consider following this example instead of counting on increased readership and reader involvement (e.g., click-throughs) for enhanced revenue “later on.” ©2008 Gilbane Group, Inc. 84 http://gilbane.com http://gilbane.com

Table of Contents for the Digital Edition of Gilbane Research Report - Digital Magazine Editions

Gilbane Research Report - Digital Magazine Editions
Table of Contents
Introduction
Section One: The Data
Section Two: Best Practice Cases
Nxtbook
Bentley Systems
Graduate Prospects
Hearst
Information Today
Marine Log
Vendor Description
Section Three: Buyer’s Guide
Section Four: Visionaries
Section Five: Conclusions
The Authors
About the Gilbane Group, Inc.
Our Sponsors

Gilbane Research Report - Digital Magazine Editions

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