The first generation of digital magazines succeeded because they allowed advertisers to leverage their print advertisements inside a new medium. The result was more eyeballs without additional effort.

Subsequent improvements in the technology, however, allow publishers to capitalize on additional digital-only positions. In this way, your digital magazine can easily transform itself from a cost-saving project into a true money maker.

This issue of DDi shows how easy it is. First up, you’ll notice the left-of cover position. This is a high visibility area, which tends to draw very large click-through rates, particularly if you place video or other rich media inside it.

But that’s just the beginning. Notice the skyscraper ads and special button within the tool bar. Because these positions stay fixed regardless of where the reader is within the magazine, they serve as run of site positions. When coupled with the much longer engagement time a digital magazine enjoys when compared to a website, the result is maximum ROI for the advertiser, and maximum ad sales for the publisher.