Something for Every Reader
March 22, 2011 by Joy Curtis
How can magazine, manual, or informational publishers engage experts and dabblers alike? Cygnus Publishing tackled this idea head-on, creating content that keeps readers stuck to each page.
Prior to reading their digital edition, Sustainable Construction, I knew nothing about sustainable building. And given my current path in life, it’s safe to say I probably never would.
But then, Sustainable Construction came across my desk (er, desktop), and I now know more about it than I ever thought I would. Why did I bother reading it? Because it’s choc full of buttons, videos, media, and animations; I kept reading because I wanted to see what the next page held.
The key is, this digital edition caters to all kinds of readers, no matter their initial interest level. Whether (like me) this is the first time they’ve heard of it and just came across it through email or social media, or they’re long-time readers who can’t wait to see what you publish next, there’s something for everyone here:
For the curious: Cygnus Publishing has sewn in enough bells and whistles to keep casual observers oohing and aahing over every page. The benefit? It’s increasing the time and the level to which readers are exposed to your brand. Should they ever need to know more about this topic in the future, you’re already positioned as the leader in this topic.
For the interested, but busy: Cygnus optimized the digital edition so it looks great on every screen: computer, tablet, or smartphone. Busy readers can take the content on the go, to read on a train, standing in line for coffee, or while at the desk. Supersized graphics and text make the articles eye-catching and easy to read, so viewers get all the information they want quickly.
For the engaged and informed: Readers are encouraged to dig deeper into the content by the additional material tucked into each page. Page 13, for instance, provides a roll-over slideshow and 2 collapsible tabs of supplemental information. The additional content is a service for readers who want to know more about a particular topic, and it keeps readers engaged for longer in your digital edition.
Appeal to readers of all types: keep it interesting!