Today’s Digital Edition Options

REPLICA (2001 – Present)

REPLICA

A replica edition is an exact replication of the print magazine, but made available for reading on digital devices via the Internet or a downloaded application.

In this case, the publisher supplies their digital vendor with the same PDFs used for print, and the vendor converts the PDF into a digital edition.

Comparing Replica

PROS: CONS:

Minimum  added  work  Cheapest  op3on  Quickest  turn-­‐3me  

Tiny  text  and  images  Mobile  hos3le  No  value  add  for  readers  Naviga3on  more  difficult  

to other digital models

WHY DIGITAL REPLICA •  Delivers bundled content to directly to readers •  Allows live links, benefitting publishers and advertisers •  Easier to share content •  Decreases print and shipping costs •  Ability to track reader behavior in the publication •  Enables search for specific words in the publication •  Content can’t be misplaced, lost, or accidentally thrown away by the reader

DIGITAL REPLICA PROCESS

STEP 1

Publisher  provides  digital  vendor  with  PDFs  of  the  magazine.  

STEP 2

Digital  vendor  uses  the  PDFs  to  create  a  digital  version.  

STEP 3

Publisher  delivers  digital  publica3on  to  the  readers.  

REPLICA + EXTRAS

(2003 – Present)

REPLICA + EXTRAS

While replica editions keep the same design and layout as the print magazine, a replica with extras adds some animation, sponsorships, video, or other features outside the basic print design.

While digital extras can be a lot of things, common choices include:

•  Video •  Animations •  Photo Slideshows •  Audio •  Lead Generation Forms •  Sponsorship Positions

Digital  Extras:  Engaging  Content  

Comparing Replica + Extras

PROS: CONS:

Nominal  added  work  Inexpensive  op3on  Adds  opportuni3es  for  more  reader  engagement  More  op3ons  for  adver3sers  

Tiny  text  and  images  Mobile  hos3le  Doesn’t  match  readers’  expecta3ons  for  digital  reading  Naviga3on  more  difficult  

to other digital models

WHY DIGITAL REPLICA+EXTRAS • All the benefits of Digital Replica • Increased reader engagement with interactivity • More opportunities for attention-getting ads with animations (Ad-Jolt) • Additional sources for lead generation (Ad-Gen) • Added revenue opportunities with sponsorships • Increased time spent on pages with extras

REPLICA+EXTRAS PROCESS

STEP 1

Publisher  provides  digital  vendor  with  PDFs  and  any  addi3onal  info  required  for  extras.    (Ex:  special  instruc3ons,  video  files,  added  photos,  etc.)  

STEP 2

Digital  vendor  uses  the  PDFs  to  create  a  digital  version.  Designers  and  animators  add  the  extras  to  the  magazine.  

STEP 3

Publisher  delivers  digital  publica3on  to  the  readers.  Check  the  metrics  to  see  how  readers  engaged  with  the  extras!  

OPTIMIZED

(2010 – Present)

OPTIMIZED

An Optimized edition is designed to maximize the quality, clarity and engagement across all screens, including desktop, laptop, tablet or mobile phone devices.

Optimized editions utilize larger, screen-safe fonts, bigger images, and landscape layout. They also frequently use digital extras, such as animations, video, 360 degree footage, slideshows and more.

Optimized editions can be laid out so they print well, but they are focused on screen reading.

Comparing Optimized

PROS: CONS:

Great  reading  experience  on  mul3ple  screen  sizes  U3lizes  full  screen  real  estate  Intui3ve  naviga3on  Decreases  need  for  zoom  Natural  environment  for  digital  extras  

Requires  separate  design/layout  from  print  edi3on  Complex  or  custom  anima3on  extras  require  longer  turn  3me  

to other digital models

WHY OPTIMIZED •  All the benefits of Digital Replica + Extras •  Great experience across multiple devices •  Increased time spent in the publication with easier reading •  Bolder calls to action (in articles or ads) in a friendly format •  Meets readers’ expectations for engaging digital content (v. static print content) •  Intuitive space for digital extras, such as pop-ups, animations, video, photo slideshows, and more •  Increased advertiser satisfaction in the big, beautiful ad space and reader engagement

OPTIMIZED PROCESS #1

STEP 1

Publisher  provides  digital  vendor  with  PDFs  and  any  addi3onal  info  required  for  digital  extras,  following  today’s  prac3ces  for  op3miza3on.  

STEP 2

Digital  vendor  uses  the  PDFs  to  create  a  digital  version.  Designers  and  animators  add  the  extras  to  the  magazine.  

STEP 3

Publisher  delivers  digital  publica3on  to  the  readers.  Check  the  metrics  to  see  how  readers  engaged  with  the  new  layout!  

OPTIMIZED PROCESS #2

STEP 1

Publisher  provides  digital  vendor  with  raw  files  for  the  ar3cles  and  any  digital  extras.  

STEP 2

Digital  vendor’s  designers  use  the  raw  files  to  lay  out  the  ar3cles,  photos,  ads  and  extras  into  an  op3mized  design.  

STEP 3

Publisher  delivers  digital  publica3on  to  the  readers.  Check  the  metrics  to  see  how  readers  engaged  with  the  new  layout!  

RESPONSIVE DESIGN

(2012 – Present)

RESPONSIVE DESIGN

Responsive design reflows content so it appears at its best on any device. Images and text grow, shrink, and move depending on the best fit for the screen size rendering the content.

Responsive design focuses on clarity and ease of reading on any device. This platform requires limited to no design and layout from the publisher.

This solution eliminates article page counts, though continues to push bundled content – with a definitive opening and final cover page – to readers.

Comparing Responsive Design

PROS: CONS:

Op3mal  reading  experience  on  mul3ple  screen  sizes  U3lizes  full  screen  real  estate  Intui3ve  naviga3on  Eliminates  zoom  Will  auto-­‐  fit  new  screen  sizes  as  new  devices  are  created  

Limited  control  over  text  layout  Semi-­‐dynamic/dynamic  ads  need  a  separate  layout  from  print  Complex  projects  could  require  longer  turn  3me  

to other digital models

WHY RESPONSIVE DESIGN •  All the benefits of going digital •  Easy to read and view content on smaller screens, increasing reader satisfaction •  Scales with new technology and introduction of new devices •  Ads made to look great on any device, increasing advertiser satisfaction •  Meets readers’ expectations for engaging digital content (v. static print content) •  Removes the need to zoom and pan, which eliminates reader frustration over losing their place on the page •  Eliminates creating separate designs for mobile publications • Unique advertising opportunities including Click-Skip (100% click-through), Dynamic, and Semi-Dynamic ads

RESPONSIVE DESIGN PROCESS

STEP 1

Publisher  provides  digital  vendor  with  raw  files  and  any  special  instruc3ons  for  digital  extras.  

STEP 2

Digital  vendor  uses  the  raw  files  to  create  responsive  edi3on.  Vendor  and  publisher  corroborate  on  extras.  

STEP 3

Publisher  delivers  digital  publica3on  to  the  readers.  Check  the  metrics  to  see  how  readers  engaged  with  the  edi3on!