5 Quick Essentials for Digital Publishers

As digital publishing progresses at break-neck speeds, it’s easy to overlook some essential points publishers need to consider. Take a moment now and double-check that all bases are being covered, starting with these 5 quick essentials for all digital publishers:

1. Definable goals: Before you begin design or content creation, consider your goal in creating a digital edition. Brand expansion? Reaching a mobile audience? Catering to the digital age? Growing readership and engagement? We can help you identify which goals should be front and center, and give you tips on how best to reach them.

2. Proper design: Depending on your goals, your design needs might change. For instance, if you want to design for iPad viewers, you’ll need to consider portrait and landscape views. If your audience is primarily on desktops, you’ll want to explore interactivity expectations.

3. A good metrics dashboard: If you don’t know how your audience is interacting with your digital edition, you can’t know what works! If you’re not sure what you should be looking for, our Success Manager will help you create a customized dashboard which quickly highlights data relevant to your goals.

4. Sponsorship opportunities: Print models of selling ad space on the page is still a workable model, but there are a lot more opportunities with selling into a digital edition. Additional real estate around the publication is just one example. Ask your Success Manager about our other monetization ideas to learn more.

5. A firm grasp on free v. protected content: Before you push to the public, consider your options in providing free or protected content. Just because you CAN put something behind a gate doesn’t mean you should. Conversely, just because your content is free, doesn’t mean you can’t ask readers to provide some information to access it. It will all come down to your circulation needs and goals.

If you find yourself on the beginner’s side of the digital publishing spectrum, download our free Digital Publishing Cheat Sheet for more information to consider prior to publishing.

User-Generated Content in the Magazine World

"I was working next to a guy in the salon and he was working on a little old lady. The client kept saying, ‘I don’t like the way you’re combing out my hair, you’re making me look ugly!’ He was getting very frustrated and finally slammed his comb on the counter and said, ‘My dear, God made you ugly. I’m trying to help you!’"

– Behindthechair.com’s "That What She Said Preview"

Content can be found, created and acquired just about anywhere. Relationships, however, are built. And that is a point of difference publishers can capitalize on.

Fortunately, right now there is even a growing trend to help publishers – inherent content creators – become relationship builders. Consider how many tweets were sent about Instagram finally coming to the Android market, or the continuing success of Flipboard, or the dominance of Facebook in the … well… everywhere.

User-generated content. In the past, print limited publisher’s ability to quickly turn readers’ comments into publishable material. Now, digital narrows the gap between the brand and the reader to the point of being merged, packaged and sold. Behindthechair.com, for example, created a separate edition, "That’s What She Said," as a sellable piece based solely on stories submitted by readers via their social media channels. (Click here to peruse their preview.) Another publication will focus entirely on answering questions readers post on facebook or their website. If you don’t want to create a separate digital edition, try going back to archived issues and adding pop-ups of your readers’ responses to specific articles. Then promote the publication again with reader responses as a featured attraction. Or perhaps, the next time you need images, skip iStock or your corporate shots: get readers to submit their Instagram pictures of your products and feature a slideshow of readers’ pictures.

More than the ability to create more materials to take to the market, by using user-generated content you are inviting readers to be a part of your brand. You demonstrate that you hear their comments and even promote them. You could also expect that readers will turn around and promote your digital edition on social media: after all, the primary function of social media is to talk about things that involve you, such as landing a featured spot on a digital edition.

Be bold! Build relationships with your readers, and capitalize on the results.

A Shining Example for Animation and Design

Last week, I covered a few of the ways publishers are using animations to add value, not just aesthetics or flash. Sometimes, however, a publisher really "gets it" and uses animation for both additional content and attractive design.

A shining example of this is AAA Traveler, a digital magazine dedicated to helping connect travelers with the best vacation for them. This magazine is all about the reader: every potential destination  was accompanied by additional information the visitor would need to know. Tucked behind an "i", magnifying glass, play button, camera, envelope, or several other icons is additional content to help readers either find inspiration or make the best decision for their vacation.

The benefit to the reader is what helps set AAA publications apart as a valuable resource, a status most publishers covet.

The design incorporates the additional content while keeping the travel magazine feel vacationers are used to. All of the forms, videos, pop-ups and additional pieces of content are designed to fit within a designated space within the layout, rather than dropped anywhere on the page. For example, check out the additional tour information on page 19 or the tips on page 32.

Final bonus: flip to page 31. If you answer a question correctly, you could win a pass to all U.S. National Parks. Just submit the form (a functional animation) behind the question mark icon.

New Tablet Metrics Reporting: Calling Shotgun After the Fact

Declaring "Shotgun" used to frustrate me as a kid. A group of us would be heading towards a vehicle, and instantly there’d be a race for the optimal spot: the front passenger seat. Originally, the race would be literal, and tiny legs would pump hard to get to the passenger door first. As we got a little older, a little cooler, the rules shifted and it became a race to call out "Shotgun!" before anyone else in the party thought of it, thus declaring the front seat as yours.

The Shotgun concept comes to mind as I read about the new magazine guidelines for reporting tablet metrics. MPA has released optional guidelines for publishers to provide in their reporting. The goal seems to be to give advertisers an idea of what kind of metrics are important to know to leverage the power of the tablet. Specifically, they include number of issues, readers per issue, visits or "sessions", time spent, and number of repeat visits per reader per issue.

The metrics aren’t new. Standard to our product is comprehensive reporting which tracks metrics per issue, per device, per page, or even per link. Our clients can set up dashboards which present them with metrics they want to see and which they know matter to their advertisers. What’s more, our Success Team regularly consults on how to position both the desktop and mobile versions to advertisers. From the very beginning, Nxtbook pumped data to our customers n the format and frequency of their choice.

Now that more have joined the race and feel comfortable in it, the rules are solidifying and publishers are declaring shotgun in this field. The new MPA guidelines are providing a language publishers can choose to use to break down information for advertisers. Reporting hasn’t changed; they’ve just declared a new way to present it. Of course, if it sounds like part of your reporting methods is missing or you don’t know how to use the numbers to inform your advertisers, then it’s time to give us a call.

Now Presenting New British Sensations in this Webinar

On April 11, at 2:00 pm, Darren Fowler and Amber Stevens will be broadcasting from Manchester, England the 7 Sensational Digital Editions from the past year. In this one hour special webinar, hosted by Nxtbook Media and FIPP, they will cover what publishers are doing right in design, optimization, and revenue generation, paying particular attention to the UK market. Topics open to discussion include apps, optimization, digital-only editions, rich media and more.

Set aside an hour on April 11 to tune into this webinar and learn what other publishers are doing right, what you’re doing wrong, and how you can join them in success. Click here to register.

(Viewing this from the US? Click here to register and please note the time difference.)

Animations Are For More Than Aesthetics

We always advocate for adding a little something extra to your digital version to increase readers’ attention to the page. But what if your audience is looking for more information, and not necessarily to be entertained? Animations are still the way to go. Off the cuff, I can offer several reasons for using animations in your digital edition:

1. To break down information into digestible pieces. One of our clients, for instance, offers financial services for their readers, including explaining investments, savings, and 401k formulas. As that’s a lot to process, they had us create a calculator animation which takes numbers input by the reader and determines investment conversions. (Note: numbers in picture chosen at random)

 

2. To provide extra value to the digital edition. You can easily use custom pop-ups to tuck more information into your digital edition without adding to the page count, and in fact, many of our clients are already doing this. The pop-ups can house videos, web sites, pictures, or just about anything you need.

3. To deliver instant feedback to the publisher and reader. Businesses using digital editions for continuing education or training can add a test to gauge how well readers learned the material. One client uses this animation, which instantly grades and submits the test scores to the client and reader. Another client uses a poll animation which allows readers to vote for their favorite restaurant and provides instant poll results upon submission.

 

Have your own idea to use animation for more than aesthetics? The benefits of having an in-house Creative Services Team and Development Team is that we are not only ready to hear your ideas, but we’re ready to help make them a reality. Digital editions can be more than just a page-turning experience.

Take a Second Look at Design

It would be easy to get into a design rut: you have a specific look to your magazine which is comfortable for you and your readers. But now that you have a digital edition, it’s time to take a second look at the layout. Does it still inspire readers to turn the page? Does it function well in a digital environment? Does it even look good on a screen?

Take AAA Southern New England (SNE) for example. From the beginning, they treated their print and digital platforms as separate tools for their brand. In their print publication, they provide readers with long-form stories and articles in the format readers expect. But then they create a digital-only publication, Horizons, in which they pack each page with consumable content coupled with engaging animations and rich media. Click here to view a preview issue of their magazine.

The second design element to note is the optimization for reading on multiple screens. The landscape design takes advantage of all the real estate afforded any size screen and makes it easy for readers to view. Having their content available on any device reinforces their brand as a traveler’s resource. (Note: You cannot view the preview edition on mobile devices. This is a membership magazine exclusive to AAA SNE members.)

In typical AAA style, Horizons establishes itself as a rich knowledge base and an engaging read by baking rich media directly in the design. They know this works because they watch the in-depth analytics provided with each digital edition. They also encourage readers to take a survey, located in the top toolbar, so they can hear feedback straight from the readers.

AAA SNE made the original list of 7 Sensational Digital Editions for 2011. If you’d like to hear other sensational stories with in-depth looks at what each publisher does well, sign up for this webinar, held 9:00 am EST (2:00 pm UTC/GMT).

Digital Magazines v. Blog Articles (Part 2)

"A high school teacher drew a dot on the blackboard and asked the class what it was. ‘A chalk dot on the blackboard,’ was the only response. ‘I’m surprised at you,’ the teacher said. ‘I did this exercise with a group of kindergartners and they thought of fifty different things it could be: an owl’s eye, a squashed bug a cow’s head. They had their imaginations in high gear.’" – Think Like A Kid

A blog is not a good substitute for a digital magazine, but if you’re thinking of blogs strictly as a place to post articles for readers, then you don’t have your imagination in high gear. There are an abundance of other uses that could be helpful for your digital magazine, especially if you are looking to provide extra value to your current or potential readers. For example:

• Use it to build a community - Pull in your Twitter, Facebook or RSS feeds to tie people to your social media community. Post teaser pieces or the beginnings of articles and get people excited about your content. (Link those teasers to the articles in your digital edition and viola! More readers!) Feature letters to the editor, feedback, or opinions or publication receives to show you’re listening. Add timely information about your company or event updates that show you in the community or interacting with readers.
• Feature your writers - Those who write for you already know how to use words to grab attention or tell a story. Let them loose on your blog! They can share their stories with profile information, or give supplemental details that was in their notes but didn’t make the editorial cut, or provide follow-ups to interviews or articles written in the last issue of your publication. (Again, link back to your issues to keep driving readers to your pages.)
• Use additional content to lure Web surfers to your brand, convince them of the quality information your publication delivers, and give them the opportunity to dive in or sign up to have your issues delivered directly to them.
• Keep your site to yourself! It may seem contradictory to make your blog or site subscription-based, but by doing this you can "sweeten the pot" for subscribers or current readers by using the site to build a closer relationship with them. Provide insider or behind the scenes details, never-released content, or special deals so your readers feel they are part of a secret club, getting exclusive tidbits other non-subscribers miss out on. You can even advertise this club in your digital edition with buttons labeled "Members only" or links pointing to your login page.

Use your imagination! Your digital presence can extend as far as the Internet can, and if you’re truly creative, you can set yourself apart and keep readers coming back for more.

How to Sell to Adrenaline Junkies: Keep it Flashy

Pun completely intended.

From the beginning, KTM catered to their audience. Since their targeted readers were motocross enthusiasts, having a stagnant standard brochure was not an option. Instead, KTM delivers an exciting, quick brochure to introduce their new bike (450 SX-F Factory Edition) and to ramp up readers to click on KTM’s links and buy from their brand. 

Click here to view the brochure.

It begins with utilizing the powers of digital. In order to leverage the "salivation factor," KTM applied a slideshow of mouthwatering product power shots to show off the bike and get readers excited.

They maintained a level of interest on each page with a tasteful addition of animation to catch and hold readers’ eyes on the page. Occasional video interviews and clips give enthusiasts more content and more reasons to further engage with KTM.

If you’re looking to drive reader action, a quick interactive brochure such as this one might just be the trick.

Digital Magazines v. Blog Articles: Can’t It Be The Same Value? (Part 1)

In this article, I’m not speaking to the majority of you. The majority of our regular readers already know the value of the engaging, interactive magazines we know and love.

Instead, I’m talking to those who might be tempted to think that content is content, and posting online, whether on an optimized website, an article-based blog, or digital edition.

Take a blog, for example. It might seem like a cost-effective measure to start posting articles in a blog format in place of creating a digital magazine for your readers. After all, it’s the same information, it can be accessed anywhere there’s Internet, and with some updates to the blogging software, there are some article templates available which can look similar to magazine page layout.

However, there the vague similarities end. Consider this:

Marketing: Like a website, you are dependent upon people coming to your site looking for articles. Even if you market with eblasts or promote your blog, it’s a very different experience for readers to come to a web page versus having an entire digital edition in a page-friendly format getting delivered directly to their device.

As an aside, we use weekly enewsletters to distribute our blog articles. We do not expect nearly the same amount of engagement, time spent per article, or search for more articles with our blog as we do in our (or our clients’) digital editions.

Offline Reading: Digital magazines can be downloaded to your readers’ digital devices, giving them access to your content all the time. Blogs inherently require access to the internet.

Publishing Technology: Blogging software wasn’t made for publishers. It was created to meet the needs of bloggers. This means two things: there isn’t a lot of variety in the templates for publishers hoping to make their blogs look more like magazines to fit the needs of their readers, and none of them have the full-service support geared for publishers which a digital vendor can offer.

Saturation: Anyone can have a blog. They are specifically designed to be easy to use and set up, which accounts for why they are so popular with individual bloggers. If you’re relying on articles posted to a blog or website alone, you are making it harder for yourself to rise above the noise.

Blogs offer a lot of value, and how they can be used in conjunction with a digital magazine will be explored in Part 2. However, blogs cannot act as a replacement for a digital magazine for any publisher looking to retain readers moving online.

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