Create a digital publication that lives and breathes with the audience

by BARBARA MATIJASIC, EDITION DIGITAL

August 2015

An era of technological innovation has raised questions about the changes in the publishing industry. Digital evolution aside, the most important question has stayed the same - what does the audience want?

Peter Houston, a publishing legend with over 25 years of experience, a writer, consultant and trainer, focusing on helping publishers identify and move beyond the barriers between print and digital content, says: “The audience wants it all, all the time. Content has to be able to travel from smartphone apps and tablet magazines, through social media and the web on mobile and desktop, to mainstream and independent print. People are viewing more magazine content in more places than ever before.”

In the perfect world our audience is able to read their magazine on every occasion - enjoy a print version on the way to work, use desktop and online access during the day and switch to their smart phones and tablets in the night.

So how do we do this?

With an interactive cross media strategy that works through all channels. Because the digital world covers most of them, let’s focus on this segment and outline the path for effective digital publications.

It’s important to understand that a simple replica of your print magazine is long gone in the digital world. Enrich your content, create galleries and add interactive videos in order to increase attention, awareness and engagement of your audience.

Ask yourself who your target audience is and which topics will engage them. The classic killer of most digital publications is absence of content. Set goals and prepare a detailed strategy which will capture your passion about the topic. 

The next step which is very important is design – at Edition Digital we strongly believe that outstanding results are always an outcome of an energetic and enthusiastic relationship between design and content.

Go live!

When creating a digital publication you need to think about going live. Literally. Launch an interactive publication that stands out of the crowd. With unique design and interactive mix of images, audios and videos that make stories come to life.

Furthermore, make it available on as many platforms you possibly can with a clear focus on the ones that have the right structure for your publication and target group. 

After your publication goes live, you have to promote it on every possible channel.  All digital channels stand for communities which are great places to start networking and built a following of your future customers. 

In addition, don’t forget to analyse your stats. This will show you if you are on the right track and guide your adjustments. Knowing what your audience cares about will help you define and create a more effective way to reach them. 

Adjust and adopt

All this means that publishers have to transform their publications to achieve even more. A cross media plan is the ideal strategy that meets the high expectations of the vast publishing landscape. The audience is out there and listening, but it is up to you to adjust and adopt the new ways in reaching them.  

An era of technological innovation has raised questions about the changes in the publishing industry. Digital evolution aside, the most important question has stayed the same - what does the audience want?