Marketing

Digital Marketing and Online Magazine Trends

digital-marketingThe tablet market is expanding at an alarming rate. People are going digital; there is no doubt about it. It stands to reason, then, that the digital magazine industry is booming. The main aim of the 2010s century seems to be de-cluttering. Almost every human on the plant tries desperately to lead a life that is both simplistic and ostentatious — a bit of a tall order. We are all desperate to hold onto our hobbies without filling our homes with piles of “stuff”. Magazines and newspapers are a part of our lives that we would rather not give up but we want to integrate them with our new streamlined approach. A digital platform is the perfect solution.

Many new publishers worry that they will run at a significant loss if they attempt to switch over to, or start up a digital magazine. The fact of the matter is that even bigwigs like Cosmopolitan have gone digital. In the beginning of 2012, Cosmopolitan magazine had a whopping 100,000 paid online subscribers — and that number is growing exponentially. The ease of access afforded by digital magazine subscriptions should not be underestimated.

What publishers need to be aware of is that not all digital magazine formats will be supported by all devices. Apple offers certain devices that are developed specifically for newspaper and magazine viewing but consumers are quickly realizing that not all mobile devices offer the same viewing capabilities. In order to succeed, up-and-coming magazine editors and publishers need to look into a digital magazine creator that will be a little more flexible.

In order to keep customers happy, and returning for more subscriptions, magazine creators need to find a way to keep page sizes small, picture quality high and download times low. If it is possible for the customer to drive out to pick up a hard copy of the magazine in shorter time than it takes to download, then you know for sure that the publishers are doing something wrong. Using standard HTML 5 coding effectively is probably the best way of ensuring that any digital magazine can be viewed across a variety of platforms — and remain at a consistent level of quality throughout.

Digital magazine publishers need to step away from big brands like Apple and Amazon. Instead of using the restrictive apps offered by these companies, publishers need to find a way to put their own distinctive stamp on their magazines. In order to gain the support of their readers, digital magazine publishers need to be able to show that they are in full control. Using the web as a viewing platform is most certainly the smartest choice.

Of course, it is equally important to maintain a database of web traffic for the digital magazine; keeping an eye on the trends that keep subscribers coming back for more. Ultimately, the client is always looking for a magazine that caters for their needs and interests — a magazine that provides them with the comfort they need and a just a sprinkling of something that pushes them outside of their comfort zone. In the end, it really is all about balance.

This article was written by Sandy Mathers, a digital marketer and writer of 10+ years.

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