Expanding Your Digital Reach

Posted by:

Publishers are masters of content, but in today’s age, print alone is only going to reach part of your intended audience. So how can a publisher put their existing and future content to use outside of their print, all while being money-conscious and profit-focused? ePublications are the solution.

However, having an ePublication and stopping there is not enough. The truth is that an ePublication without a strategy may end up costing you more than it makes. That’s where these 3 steps to expanding your digital reach with an ePublication come in:

  1. Create a value proposition for your ePublication

    An ePublication is not just another media to leverage–it’s a business move meant to broaden reach and give your content more value. Identify 4 reasons why having an ePublication is important and how it adds value to your readership and you. Take into account concepts like:

    1. Instant content delivery
    2. Monetization
    3. Mobile access
    4. Interactive features
    5. And more…

  2. Share the value with your readership

    Let’s say you create the value proposition and you conclude that there is enough value to make an ePublication part of your publishing strategy. It would be easy enough to just decide to implement it, but how do you make sure your customers see that value and help you reap the rewards from it? Developing a rollout plan to promote your ePublication is a great place to start (and you can do this even if you already have an ePublication in place). The idea is to leverage your social media platforms; Facebook, Twitter, Instagram, SnapChat, etc, to inform your audiences of the benefit they gained thanks to your ePublication, and how their use of it can help further the development of the publication.

  3. Never settle for the status quo

    Your audience is everywhere, and print is but one way to reach them. ePublications is another, and it adds value to the content experience and your overall  reach.  Your audience is ever-growing, and they are also ever-changing, thanks to the quick pace of the digital age. ePublications need to be able to keep up with that pace and adapt in design, style, content delivery, and timeline to meet the readers where they are at. Keep up with industry research and constantly test new ideas to try and improve both the reader experience and create more value from your ePublication.

Print is valuable beyond belief, even in the digital age. That said, readers these days don’t rely on print alone, and an ePublication is a great asset to serve them and you, but it’s only worth the implementation if done right. If you need help doing it right, we are glad to help.

Further Information

For more information on ePublications in general, click here.

If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.

0

Facebook Instant Articles Further Improved to Help Publishers

Posted by:

Facebook has had a lot of ups and downs when it comes to working with publishers. In the past year, everything from “fake news” catching algorithms to video metric misinformation has plagued the media giant. However, there have been some beneficial strides as well, and Instant Articles is the greatest of these.

Instant Articles are a way to directly connect professional editorial content to the Facebook newsfeed. The idea is to simplify the ease of access for readers to high-quality content. Content providers include magazines, newspapers, and other professional content producers. Instant Articles provide another means to monetize Facebook by providing subscription models and advertising capabilities as well.

The idea behind Instant Articles was always to help content producers reach readers where they actually consume content, social media. For that reason, each time Instant Articles are optimized, it is either for the improvement of access to content or to make providing content easier.

The most recent improvements to Instant Articles include cutting down development time for publishers, making it easier to integrate with the subscription/paywall system, and a call-to-action screen to urge readers to follow a publisher on Facebook. Future improvements include the ability to target posts specifically to subscribers, integrate existing website subscriber lists, and to adjust the content distribution algorithm for continued improvement of reach to ideal readerships.

It is important to remember that social media channels exist for the benefit of the end user, the readership. That means Facebook will implement changes to improve the user experience at the expense of helping publishers and other organizations. Therefore, publishers need to be wary and protect their brands. It is best to consult with a social media professional who specializes in working with publishers.

Further Information

To learn more about what Instant Articles are, click hereTo see more information on the recent updates to Facebook Instant Articles, click here.

If you want more great content from Publication Printers, click here.

Image courtesy of Facebook Instant Articles
0

9 Types of “Digital” Publishers Can Monetize

Posted by:

Print is not going anywhere! Publishers have had advertisements in their titles long enough to prove that ad profits mostly come from print. In today’s market, where ads are how publishers make their margins, print needs to be the focus. That said, making additional revenue by incorporating digital is key in today’s blended media market.

Digital content is versatile. First, digital allows publishers to create more editorial and imagery. Second, publishers can use digital to help drive subscriptions and distribution. Lastly, publishers can incorporate new types of content. However, most publishers are still skeptical about digital because their focus is print. Publishers feel they have to sacrifice time, energy, and money from print to make digital feasible.

So how can publishers feel more comfortable dedicating time, energy, and money into a digital strategy? The best way is to look at how other publishers are monetizing digital successfully. Each publisher may be unique, but trends and concepts cross over the entire market, and there are plenty of publishers marrying print and digital well. These 9 types of digital are tried and true examples of this.

A. Website Related “Digital”

1. Digital Editions

Digital editions provide instantaneous access to the printed content through mobile and electronic devices. For that ease of access, publishers can easily apply a premium or upsell existing subscriptions. Also, the final print file and the file for a digital edition can be identical. Publishers upload their file, add additional links, pages, or other added media, and a digital edition is ready in as fast as 5 minutes.

Great example: 805 Living

2. Paywalls and Web Gates

Not every publication uses a paid content or subscription model for their print titles. That does not mean the digital content has to follow that same model. Websites provide ease of access and the opportunity to include additional content. That ease and extra content extend beyond the traditional offerings of a print publication, so charging for that luxury is normal. A publisher could use digital subscriptions or micro-transactions to monetize accessing exactly what the reader wants.

Great example: Albuquerque the Magazine

3. Applications

Applications combine the best of a website and digital edition, and are customized for a mobile device. It offers the ideal delivery of all content by a publisher to their audience. Apps deliver all formats of content, ads, and notifications in a controlled and branded environment. Apps also deliver in a free, freemium (it is free for some features but paid for others), or paid (costs money to download or has a monthly subscription) capacity, based on the publisher’s choice.

Great example: National Geographic

B. Connection-Related “Digital”

4. Social Media

Originally designed for recreational connection online, social media platforms have become the largest hubs of online traffic. They are the place with the largest amount of content consumption in the world. That means publishers should be using social media. Distribution of content is the obvious use, linking to the website and original editorial. The other option is to actually sell ad space on social. Creating posts for advertisers is very similar to selling sponsored content. Another option is selling ads on social media ad networks. These ads are not limited to social media, but can extend across the internet to find the relevant audience. Also, since these ads do not show up as a post, a publisher’s editorial posting is not muddled by ads.

Great example: BUILD Magazine – Big Sky

5. Email

Emails are still highly effective, and email platforms are easy to monetize and make profitable. Emails also are versatile (birthdays, holidays, events, special sales, etc.). If a publisher is doing subscriptions with email part of their required information, it is easy to build an initial mailing list. For monetization, it is easy to sell sponsorships of newsletters, put ads in a sidebar of an email, and use email to distribute offers and calls-to-action.

Great example: 5280 Magazine

C. Content-Related “Digital”

6. Video Content

As an alternative content format, video is one of the more-easily monetized forms of digital. Videos can supplement a print or web story. They can provide exclusive, additional content (upsold if done well). They can be used for education in the form of “how-to” videos. Also, they can be used as ads or promotional content. Publishers can even curate 3rd-party video related to their audience or stories, skipping the cost of making video content altogether.

Great example: Thrasher Magazine

7. Podcasts

Like video, podcasts are another type of content to leverage. On a podcast, everything is pre-recorded, giving publishers full editorial control. Podcasts are also streamable online or downloadable for offline consumption. They are affordable to produce, averaging $200 an episode. They are also easy to upsell to advertisers for two reasons. First, audio ads, like radio, get a lot of attention. Second, publishers can sell to an advertiser the option of being the podcast story; the publisher interviews the advertiser and lets them promote themselves.

Great example: Discover Magazine

8. Sponsored Content

Thought leaders, influencers, and other content generators are everywhere and seeking opportunities to be published. Externally-produced content can be tailored to any audience upon request. Also, publishers can sell sponsored content spaces for “advertorial” purposes. The sponsor would pay to have their promotional copy included amongst the editorial content. Publishers publish it for a profit.

Great example: GPS World and North Coast Media

9. Augmented Reality

Whoever said print itself does not have the power to be digital is wrong. Augmented reality provides the ability to turn any print publication into a multimedia powerhouse by overlaying other content formats (video, podcasts, imagery, etc.) over the print. It is invisible to the eye, but with a mobile device, all that additional content comes to life. The easiest way to monetize it is to sell it to an advertiser. Now the print ad can link to a website, direct straight to online products, or have virtual tours and examples. Publishers can also use it to provide additional content that could not fit in the print.

Great example: USA Today

Further Information

For more information on how publishers can monetize digital, click here and here.

If you want more great content from Publication Printers, click here.

0