Going digital? What kind of content? What does digital publishing mean? These are questions that publishers ask themselves over and over again. The world of tablets brought another dimension: integrated interactivity and multimedia. Digital publishing was an industry with great potential. Mere presence on mobile devices was soon not enough.
Touch devices opened the new possibilities. Modern publishers designed layouts for tablets, added videos and photos. Everything that print could not contain was added to digital editions. But that increased data size and costs enormously. Other publishers chose the path of least resistance and published a print replica. Many have failed and some, even giants like The Daily, went under. The fundamental problem is the adaptation of publishers to the digital world, poor flexibility, and sticking to old rules. Digital market and the reader’s needs are rapidly changing.
So what is the right way to satisfy an audience and generate revenues? It is important to assess the audience, enhance the content and find the golden mean, so at the end of the day the reader is not annoyed more than amazed. In the digital world, the maxim” less is more” is doubly true. Another trump card is a simple and quick way of direct payments. More steps mean a lower likelihood of a purchase. The price needs to be reasonable and reflecting the content value. Marketing – nothing sells without strategic promotion. Last but not least, an appropriate digital publishing platform must be chosen. There are many solutions, with different pricing, features, robustness and support services. The key has always been, and always will be, the content itself. Content that people want to read.
Morning walks to the newsstand have changed into up-to- the-minute news right at your fingertips. Anyone who wants to survive in today’s digital world, must discard beliefs like “either print or digital.” These two can coexist. The way is to offer something special in both areas to increase the motivation to purchase. Those who understand the reader’s needs will succeed.