Early versions of digital magazines got a bad rap, thanks to static facsimiles and awkward reader tools that did little to improve the reader experience over print. However, digital editions have been evolving, becoming more seamless with online and offering new opportunities with search and archiving.
They may even show some promise as revenue generators. In a recent Folio: Webinar called Digital Edition Revenue Generation, part of a three-part Digital University Series sponsored by NXTBook Media, three publishers talked about how they’re seeing financial returns with digital editions. Hearst Electronics Group created a custom digital edition called Project Analog for one sponsor, while UK-based Graduate Prospects phased out its decades-old print product for digital-only and is profitable.
ITEM Publications’ Interference Technology started launching digital editions for the Asian market, publishing Interference Technology Japan six times per year with a 5,000 circulation. All ads from the print product are featured in the book (paid or not) and advertisers pay a 12 percent optional premium of the print cost for the digital edition.
Putting all ads, paid or not, into the digital edition saves time for the art director, and lets non-paying advertisers know what they’re missing (paying advertisers are included in search results and receive reader tracking results).
In 2007, ITEM Publications saw $180,000 in digital publishing revenue and $70,000 from optional digital ad revenues. "It’s not huge but it’s not a difficult sale to make and it comes with high margins," says publisher Graham Kilshaw.
To access the Webinar, go to http://www.foliomag.com/webinars/4038.