Alexandria Brown Bag

Should my magazine go digital?

Mercuryexcellence in publication design & print

Alexandria Brown Bag (#alexbb) September 17, 2009

Should my magazine go digital?

September 17, 2009Alexandria Brown Bag (#alexbb)

We believe that you should have a digital version of your print publication. Today we would like to take a look at print and digital and discuss different approaches/strategies that may be of benefit to your organization.

IntroductionsBrigitte Johnson – Director of Communications,

American Forest Foundation

Jennifer Ortiz – Director of Communications, Automotive Aftermarket Industry Association

Beth Molloy – Sales Director, Nxtbookmedia

Carl Weber III – Sales Representative, Mercury

Rich Lightfoot - Executive Vice President, Mercury


AgendaDigital examplesAdvantages/DisadvantagesCase StudiesImplementation StrategyQuestions


Digital examples


Advantages of digital


Reduced costsCutting edgeInstant tracking/analytical reportingHyperlinks & e-mail linksTimelinessCost effective addition of pagesInstant engagement/feedbackIntegration with other technologiesSelling opportunities

Disadvantages of digital


Potential loss of membershipPeople are becoming immune to online

informationDistractions online are making it harder to

focusDifficult to promote as standalone productEasy to dispose/deleteNot everyone is connected

Disadvantages of print


Higher Costs – paper, printing, and postageNon - “Green” perceptionStale information as a result of

turnaround/delivery timePermanent – no editing Limited tracking/reporting

Advantages of print


Travels well/portableGreener than you thinkNo SPAM filters to prevent deliveryPrint readers are focusedLeading driver of traffic to webLongevityBrand equityViewed as a membership benefitInfluential – sways trendsetters

What sways trendsetters?


MRI Survey of the American Consumer

Case studies


Conversion of print magazine to 100% digital online

Aftermarket Insider - Automotive Aftermarket Industry Association

Addition of digital version while maintaining print

Treefarmer - American Forest Foundation

Training Magazine - Nielson


Aftermarket Insider magazineSpecifications: Bi-monthly; 9,000 to 10,000 copies, 28-32

pagesLast print version – December/January 2009

Goals – Mandated to reduce costs but wanted to continue to provide a member product that was familiar in design

Strategy/Approach – Short-term announcement in last printed issue; next issue 100% digital

ResultsAnnual Savings - $100,000 plusNegative feedback


Treefarmer magazineBi-monthly; 12,000 – 90,000 copies; 32 pagesFirst digital version – Sept./Oct. 2007

Goals – Build awareness; expand readership; easy-to-use, functional product online that was not a PDF

Strategy/Approach – Digital version offered on association website open to all readers

ResultsSolidified advertiser revenue by providing additional value;

expanded opportunities


Training Magazine Specifications: bi-monthly, 40,000 copies, 60 pages First digital edition – June 2007

Goals: Increase circulation & create new revenue opportunities

Strategy/Approach Give readers a choice (print, digital or companion) Package (digital & print) revenue opportunities

Results: 3,500 print readers opted for digital only – now 4,368 digital

subscribers Total reach is now 107,000 (print, digital or both) Revenue growth ($1 – $10k/issue) via special sponsorship

opportunity

Implementation Strategy


1. Determine your objectives/goals.

2. Survey your members – evaluate & determine

preferences

3. Consider the impact of different approaches

4. Select the approach that fits your needs

5. Carefully select a digital partner

6. Educate members on how to effectively use the digital

product

7. Continue to monitor and track results

Thank you


Alexandria Brown Bag

Business

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