Optimizing Digital Editions: Usage Is Growing but Too Many Publishers Are Sticking to the Basics. Here Are Four Publishers Taking Full Advantage of Their Editions

By Kinsman, Matt; Mickey, Bill | Folio: the Magazine for Magazine Management, June 2009 | Go to article overview

Optimizing Digital Editions: Usage Is Growing but Too Many Publishers Are Sticking to the Basics. Here Are Four Publishers Taking Full Advantage of Their Editions


Kinsman, Matt, Mickey, Bill, Folio: the Magazine for Magazine Management


PUBLISHER INTEREST IN DIGITAL EDITIONS continues to grow, even as the Web site becomes the primary digital product for many. However, many publishers are just scratching the surface of what's available to them, from embedded search and rich media to back-end audience measurement, which can be used to help plan future issues as well as convert to lead generation.

The following story offers four case studies of publishers that are trying to take full advantage of their digital edition. For many, this continues to be a learning experience.

Publisher: Campbell-Ewald

Product: Custom editions for Chevrolet Cobalt

Platform: Zmags

Digital magazines are increasingly being used as a custom publishing platform. Advertising agency Campbell Ewald tapped Zmags as the platform for a series of regionally targeted digital magazines as part of a Chevrolet Cobalt campaign aimed toward a young, tech-savvy audience. Each issue was geared to moving prospects toward readiness to buy and enable them to link directly to the Chevrolet Cobalt Web site in order to price out a custom vehicle.

[ILLUSTRATION OMITTED]

"We focused on the users themselves and partnered with bloggers and Cobalt enthusiast clubs," says Joe Ferraro, art production manager at Campbell-Ewald Publishing. "The idea was to get actual users to share stories, as well as feature local musicians driving the Cobalt to and from their performances."

Campbell-Ewald incorporated rich media including videos of the cars in action and interviews with the drivers into each edition. The agency created a homepage to house the digital editions and formed relationships with some of the leading blogs, which pointed readers to their digital editions. "We didn't want to just spit out what we could do in print but do something that fit the medium," says Ferraro. "That included a lot of Flash-integration through which we created sidebars, call-outs and pop-outs. The editorial was readable and we could expand upon that edit when needed by use of Flash components to build out sidebars--we didn't have to clutter the online page with a lot of text."

Video was embedded in each digital edition much like using an image in magazine layout. "Placement of the video was integral to the magazine layout," says Ferraro.

Campbell-Ewald produced seven different digital issues for the campaign and the South Central (U.S.) component ran for more than a year. The agency partnered with several Cobalt enthusiast events and says that the digital editions helped drive a 4 percent increase in attendance and a 45 percent increase in the number of vehicles at the events.

Each element of the digital edition had a specific purpose, says Ferraro: "Nothing was ever done just because we could--we always had a strict purpose in mind."

Publisher: Popular Science

Product: The Pop Sci Genius Guide

Platform: Zinio

Earlier this year Popular Science launched the Pop Sci Genius Guide, a new digital edition which the magazine intends to be at the forefront of consumer adoption of e-readers. The Pop Sci Genius Guide will be published quarterly in 2009, with the first issue dedicated to the home entertainment experience.

"We recognize that this is an extremely important direction the magazine needs to go--we're making our product optimized for digital platforms in anticipation of the launch of really good magazine-optimized e-readers," says editor-in-chief Mark Jannot. "We're figuring out how we can optimize the opportunities digital delivery gives us and how to overcome the challenges of pixels on screen as opposed to ink on paper. Our goal is to integrate features that can be done digitally while at the same time not undercutting what a magazine does."

Popular Science also aims to make the Genius Guide a paid product and tested several price points from 99 cents to $4.99 with the first issue. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Optimizing Digital Editions: Usage Is Growing but Too Many Publishers Are Sticking to the Basics. Here Are Four Publishers Taking Full Advantage of Their Editions
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.