Since the introduction of moving type, never has the world of publishing seen so much refinement. Even if that may be a little exaggerated, you’d think it was true by the constantly breaking news and blog reels spinning out of control with stories of new websites, applications and devices that will change the way people read forever.
If you were following the events of the last month, you’d probably think the publishing industry was going to make a complete about face away from paper. It almost seems logical with devices like desktops, laptops, iPhones, smartphones, the kindle and a slew of new tablets and e-readers being introduced what seems like everyday. On the surface, it seems like the publishing industry could start saving the truck loads of money it costs to print and deliver mountains of books, magazines and catalogs to their large audiences. But what many articles aren’t considering is the actual driving forces behind print – advertising.
Subscriptions to magazines aren’t a publisher’s main source of revenue. It’s the advertising inside. Marketers believe that those physical pages of a magazine continue to prove enticing to potential customers in a way that computer text and images cannot. In the same way, catalog publishers keep showing statistics that by paying the price to mail catalogs they are actually helping advertise and drive more sales to their web sites. One study showed that consumers who received catalogs from a retailer spent 28% more on that retailer’s website than those who didn’t receive catalogs.
We believe that print and web are two elements that, when working in harmony, are stronger than the sum of their parts. Why not mail a catalog or magazine to subscribers, but also make yourself available in the same outstanding visual quality on the internet. A digital edition is the perfect medium between a printed magazine or catalog, and a website or e-commerce site. It brings the reader and/or customer that same intuitive look and feel that you spent such resources designing and editing, while providing them with a fully-integrated, media-rich web experience.
It’s finding that right balance between digital and print that’ll maximize your audience and appeal to advertisers like never before.