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Getting Value From Your Digital Edition

Paul DeHart's article in the Publishing Partners Guide 2019

By Paul DeHart

Getting Value From Your Digital Edition

Publishers sometimes struggle with the value proposition of the digital edition. Here are three quick thoughts on how the right digital edition solution can add immediate value to your content strategy.

First, don’t underestimate the value of credibly delivering content to your readers. Today’s reader expects the delivery of device-appropriate content on phones and tablets (and even desktops). For example, readers want to see content on their phone that is easy to consume and formatted for the small screen (not a PDF replica). By providing them with a digital edition that delivers on these technology expectations, you are strengthening your brand and connection with your audience. Publishers have also started offering readers audio versions of their articles for convenient mobile consumption and integrated video and image feeds for digital-exclusive content. Ultimately, happy and loyal readers equals value.

Second, you’ve already created unique and valuable content, so consider gating it with a digital subscription or membership registration. Adding a subscription or registration to your digital content is easy to do and offers a better way to leverage and monetise your content. While a subscription can result in an immediate revenue stream, even a simple registration requirement can provide you with valuable information about your readers, like email address, that you can leverage and monetise at any point in the future. In a sea of undifferentiated and free content on the internet, value has shifted from the content itself to the expert curation and delivery of that content. Readers are willing to pay for valuable, trustworthy content of interest.

Finally, you should consider implementing a digital edition sponsorship program made up of several highly visible ad units. Many publishers struggle with the concept of how to sell and value the numerous unique advertising opportunities available in digital. As a result, and unfortunately, many simply do nothing to monetise the digital edition experience. Instead of selling multiple units to multiple advertisers, a digital edition sponsorship program allows you to sell a single advertising package to a single sponsor. This simplifies the selling process for the publisher and maximises the advertising value for the sponsor. Our recommended sponsorship package includes a mobile native ad, presentation page ad, interstitial ad, persistent ticker ad, and menu sponsor ad.

Achieving the above does not need to be difficult or time-consuming. Using platforms like BlueToad, you can upload a PDF and still deliver readers engaging, device-appropriate content with little to no work. With a little extra effort, you can set up a gate and implement a simple sponsorship program. It’s time to start gaining value from your digital edition.

About us

For more than a decade, BlueToad has been the digital content partner of choice for thousands of publishers across the globe to create and monetise beautifully responsive digital editions and web content. With an office in London, BlueToad is now focused on providing its GDPR compliant and award-winning solution to publishers in Europe, offering mobile editions, responsive web content, and audio publications.

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