Most digital magazines are exact replicas of their print counterparts, but how advertisers view their effectiveness may be quite different. The response to digital magazines can be tracked much more closely and quickly, therefore, publishers should be prepared to supply and interpret the audience response data for their clients.
The metrics used to gauge the effectiveness of ads in digital magazines are less like print and more like the Webâ€”open...more
Digital editions have been positioned as a value-add for so long that first attempts at developing an advertising rate card can leave publishers at a loss.
Used Boat Watch is a bi-monthly digital edition that draws advertising from both sale listings and after-market suppliers. The magazine teamed with Boat U.S., the official publication of the Boat Owners Association, for access to its enormous e-mail list. At first, founder Ed McNew...more
Pitching advertisers is never easy, particularly now. But as digital edition providers ramp up their offerings and advertisers see brand extension potential through online assets, publishers may find that digital editions can be sold as part of an integrated package or as a standalone. The trick, of course, is getting advertisers to take the digital edition plungeâ€”and see results.
As one of FOLIO:'s mediaPRO members aptly commented: â€œThe
compelling sales point...more
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