Like we reported last week, Nxtbook readers have enjoyed digital editions for an average of 8 minutes (which includes even the readers who open a book but decide to read later and close it again.) But readership doesn’t have to end with a one-time visit, even if it is for the full 8 (or more!) minutes. For publishers looking to push readers back into the digital edition for a second, third or forth read, here are a few quick tips our clients use:
1. A second e-blast: Some time after sending the first round of emails letting readers know you’ve pushed out a new issue, send out a second e-blast advertising some of the best parts of the magazine. Point out the most popular article, include any feedback readers have sent, mention if an advertiser is running a special promotion, or simply list the article titles to generate buzz. Be sure to link directly to the corresponding page in your digital edition!
2. Promote on your website: Posting prominent links to your digital edition isn’t just for attracting new readers, but is also a great way to keep reminding current readers to return to it.
3. Images attract fans: Facebook gives publishers a great outlet for using images to pull fans back into the digital edition. The obvious connection is to post articles (which will automatically add thumbnails) or to add photos which link back to your digital edition. Or, you can be like this client and take advantage of the new timeline look and make your cover photo, well, a photo of the most recent cover of your magazine: http://www.facebook.com/Callawyer
4. Speak to your followers on Twitter: people following you on twitter are already interested in what you have to say. Take the opportunity to send them links to interesting articles with a brief exciting line explaining why. Just remember to keep the description short in order to make it easier on fans who want to RT you.
5. Repurpose but with a purpose: Many of our clients reflow articles from their digital edition onto their website or blogs weeks later. Another tactic would be to create blog posts summarizing the most popular articles and then linking to the archived digital edition. Readers would be driven to the back issues, which could prompt them to also check out the most recent issues for more content.
6. Keep archives available: Readers are categorically collectors, and letting them keep libraries of back issues and archives can only increase the times they visit beloved copies or bookmarked editions.
7. Get on multiple platforms: If your readers already enjoy a digital edition, why not provide them with the means to take the content with them? They can return to your publication whenever they have a free moment, no matter where they are at the time.
8. Push notifications: Publishers with a branded app have the option to create push notifications, not just to alert readers that a new issue is available, but to remind them to return as well. The copy is up to the publisher!
Start with some of these tips to get readers to return and increase their involvement with your content.
May 1st, 2012 by Joy Beachy