Printer's Tip

Going Digital

As a supplement to printed editions, many publishers are offering readers online versions of their magazines. If you're debating whether or not adding a digital edition will benefit you, ask yourself the following questions:

• Who is my audience and what extras are they looking for? Consider polling your readers to see how many read magazines online and how many are expecting a digital supplement.
• What do my advertisers want? Putting your magazine online has numerous benefits for advertisers, and many are looking to spend money online.
• How much extra will this cost? Although this question takes a little research to answer, you can start thinking about how much added work will be involved, revising your budget to accommodate for it, and whether or not you would need additional staff.
• Does my business need a lift? If you feel like you could use a boost in order to stay competitive, going digital may be able to provide it.

It's also important to find a digital provider that is right for you and is willing to meet your needs. There are several on the market, so comparing and contrasting is important. Here are a few things to consider:

• First, does your printer offer in-house digital services? If they do, utilizing their services can be very beneficial. Since they already have your files for print, there is usually very little extra work required by the publisher. If they don't, they may be able to recommend one to you.
• When searching for a digital provider, compare what services and extras are included in the up-front cost. While some may seem very cost-efficient, they may charge extra for services that others include in the up-front price.
• Customer service is a must no matter the industry. Do some research and see what their service team is like. Are they available when you need them and knowledgeable in their services? More than likely you will be calling them regularly, especially when you first get started.
• If you don't have a lot of extra time or staff members to handle the workload that may come, consider using a provider who does all the work for you. There are some who handle all aspects including technical problems, design, etc. However, if your staff is knowledgeable in this field, it may be more beneficial and cost-effective for you to do those things.
• Is the program flexible and willing to adapt to your specific needs?

These are just a few things to consider. Talk to your printer for even more tips and suggestions.