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To Digital or Not to Digital

To Digital or Not to Digital. Lunch and Learn 22 January 2014. Association Survey Data. 67% of associations publish a digital edition ……… of something Print is 57% of all revenue Paid subscriptions are 22% of all revenue Online/ E media is 9% of all revenue

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To Digital or Not to Digital

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  1. To Digital or Not to Digital Lunch and Learn 22 January 2014

  2. Association Survey Data • 67% of associations publish a digital edition ……… of something • Print is 57% of all revenue • Paid subscriptions are 22% of all revenue • Online/Emedia is 9% of all revenue • Some associations have gone totally digital • Others offer a mix of products

  3. What is Digital

  4. What is Digital? • Website • Apps, responsive design • Outreach options- Newsletters, alerts • Journals, magazines, newspapers • Webinars • Hybrid options – QR codes, Layar, Netpage

  5. Why Digital? • Media agnostic - reach readers anywhere, anytime, on their terms • Digital production is easy (relatively) • Environmental concerns • Saves money • Offers new revenue options

  6. Going Digital • Physics Today started a digital edition in 2012 • $2.5+ million print ad revenue at risk • Offered only to non-US subscribers – approximately 11,000 • Open rates ranged from 18 – 21% • We consider this bonus circulation – advertisers still on the fence

  7. New Subscriber Actions • Offer to a society whose members no longer receive a subscription to Physics Today • Over 500 new subscribers • Two offer options: print + online digital + online • Both options were offered at the same price • ?????

  8. Why Digital? Experiment! Experiment! Don’t be afraid, be prudent Experiment! Experiment! Why Not Digital?

  9. Q&A

  10. Content & DesignConsiderations

  11. Design and produce pages that are intended for the medium you chose Tablet viewing   Desktop viewing

  12. Use data to drive editorial decisions

  13. Develop a menu of interactive elements and stick to it

  14. Create an icon set and a “How to Navigate” page

  15. Sync icons back to print edition

  16. Plan content to work in both print and digital

  17. Dynamic versus Interactive Be cognizant of how to best use both

  18. Create a magazine experience.

  19. How do you define your association magazine’s reader experience?

  20. More ideas!

  21. Thank you! Randolph Nanna Physics Today Rnanna@aip.org 301-209-3102 Jen Smith Network Media Partners jsmith@networkmediapartners.com 410-584-1910

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