What is a digital edition?
Click to view the digital edition.
A digital edition is a magazine or publication formatted identical to the print version and available through a web browser or mobile app. Digital editions are sometimes referred to as “digital flip editions” or “flip books” since most simulate the flipping of pages as the user transitions from one digital page to another.
Essentially, a digital edition is a multipage PDF accessible through a web browser and containing active hyperlinks.
Depending on the hosting software of the digital edition, some may incorporate multimedia, including photo slideshows, videos or other interactive elements.
Popular hosting services for digital editions include:
High-volume publishers may benefit from a service such as BlueToad, which provides white labeling, analytics, multi-platform views, multimedia integrations and subscription/registration modules.
What do digital editions offer?
Ease of distribution – Readers can be notified of a new issue through an email or e-newsletter. Links to digital editions can also be added to email signatures, embedded on your website or intranet and included in both print and digital marketing material. Digital editions can also be shared via social media, such as Facebook, Twitter, Instagram, Pinterest or Snapchat.
Ease of access – A study released by eMarketer in January 2021 reported “In 2020, US adults spent 7 hours, 50 minutes (7:50) per day consuming digital media…” People are accessing media on laptops, smartphones or other digital device for a significant portion of their day. The coronavirus pandemic accelerated this growth rate, but it is expected to continue post-pandemic.
Active hyperlinks and multimedia – Digital editions allow for embedded hyperlinks and other media to provide readers additional information and access to online forms, files, advertiser websites, videos and more. These links not only provide more context for the reader but also make it easier for publishers to produce short-form content packages without sacrificing information.
Do people read digital editions?
The debate about readership of print versus digital publications is not new. The publishing industry has been plagued with this question for several decades, and the answer is … Yes, people read digital editions – if they know about them. Low readership numbers associated with digital editions have more to do with lack of awareness than lack of interest. When publishers and/or organizations put effort into promoting their digital editions, readership and engagement numbers grow significantly.
How do you promote your digital edition? Audit your existing communication channels to see what forms of communication currently have the most engagement. Figure out where your target audience is, then promote your publication within that space. Some ways to promote your digital edition include:
Email blasts and e-newsletters
Including links to your digital edition within email signatures
Embedding your digital edition on your website and/or intranet
Social media posts, promotions and advertisements
Including links to digital editions on print and digital marketing material and advertisements