Aircraft Owners & Pilots Association
Key features: DRM protection, Branded app, Accessible version, Kindle, Mobile browser app, Mobile text option, Social Media
Much like flying an airplane, the Aircraft Owners & Pilots Association has made sure to cross off all the basics when it comes to growing digital magazine readership. For starters, they relied heavily on e-mail promotion to their extensive database. Though email is increasingly less important each year, for most publishers it still serves to jump-start readership. From there, the digital edition is frequently promoted within house ads inside the print and digital edition. After all, it’s your content that your readers care about, so using that content to promote your newest digital edition makes perfect sense. Finally, the AOPA uses social media tools. They’ve promoted their digital edition on their Facebook & Twitter pages, as well as their home-grown video site. All of these are new to the organization and all have helped grow digital readership. AOPA’s digital readership has grown by leaps and bounds in their years with nxtbook, but like many savvy publishers, it wasn’t from doing one thing right, but rather from doing a lot of things consistently.
The American Prospect
Key features: Right skyscraper, Facebook toolbar button, DRM protection
The American Prospect is a subscription-based digital magazine which uses DRM protection requiring paying subscribers to log in prior to gaining access to the magazine.
To promote new subscriptions, The American Prospect also produces a Special Report which is a shortened version of the full magazine, generating interest in new readers. To push people to subscribe, The American Prospect uses the right skyscraper position to advertise subscription options, which is linked to their subscription page. To get the free edition in front of more readers, The American Prospect also included a Facebook “Like” button, which drops the link to the digital edition on the reader’s Facebook wall when clicked.
Creative Age Publications
Key Features: Video, Social media toolbar icons, Gatefold, Mobile options, Branded app
As a consumer publication, NailPro by Creative Age Publications is focused on getting in as many hands as possible. To do so, the digital magazine opted for not only the mobile web app option, but also a branded app option. Because of the branding provided through Nxtbook, NailPro is easy to find in the iTunes app store. The magazine is also easily shared from reader to reader via Facebook and Twitter by clicking the icons located in the interface toolbar. NailPro goes a step further in engaging readers by adding a promotional video for their trade show in the left-of-cover position. As the brand is known for their creative flair with nails, it makes sense the magazine would also skew toward the creative: the cover features a barn door gatefold which opens in the middle, revealing an additional ad hidden behind it.