Digitally Optimized: Need an Example?
March 2, 2011 by Joy Curtis
When Network Media Partners executed the launch of the Association for Healthcare Documentation Integrity’s new, highly optimized digital magazine, they did so with their readers in mind. Many of you have already downloaded our Digital Optimization Guide (click here to request it), but if you want an exceptional example, I invite you to check out AHDI’s digital magazine, Matrix.
In particular, Matrix excelled in three major areas:
1. Digital Extras – Digital extras like animations, video, and audio extend readers’ interest in your content. Matrix is chock full of digital extras, such as an intro video which explains the new layout, video in advertisements, and the subtle adjolts in almost all of the ads.
An impressive digital extra is the mouse-over pop-ups they added throughout the edition. When a reader scrolls over specific icons on a page, additional content appears; it disappears when the mouse cursor is moved. This involves readers with the content without requiring additional clicking. Matrix connects with readers by asking a question at the beginning of the magazine (pictured below), and uses a bubble icon to get them to scroll over for contributors responses to the question.
2. Actionable Content – A less discussed advantages of digital editions is the ability to make content directly actionable. Matrix took advantage of this in several instances, including asking readers for questions and giving a live email link for a quick response. They also added a section a call to action for readers to get involved in a relevant government decision by clicking a live link and signing a petition letter.
3. Digital Advertising – With the new layout, advertisers get more space on the page. Ads look good on all screens – mobile, tablet, or desktop – which is important for advertisers trying to make a good impression on readers. Matrix takes it to the next level by adding a customized tab with advertisers’ logos which takes readers directly to specific advertisements. The advertisement found on the right side has the added advantage of being visible regardless of what page the reader is viewing.
Whether readers are flipping through the edition on an iPad, an iPhone, or a desktop, there are ample opportunities for them to engage and interact. Take advantage of today’s technology by optimizing your editions for optimum reader response.