Here are some of the basic strategies that every publisher should take to maximize the readership of their digital editions:

1. Provide creative delivery notification. Create customized e-mail notifications designed for your audience. Use a creative template, editorial teasers and “deep links” to featured articles.

2. Send a delivery reminder. Send an e-mail reminder to subscribers who have not opened their notification within 3-5 business days after delivery.

3. Grab the “low-hanging fruit”. Send several digital issues annually to existing print subscribers for whom you have e-mail addresses. Provide a “one-click” link enabling readers to select digital editions as their preferred delivery method.

4. Implement “instant first issue delivery”. Instantly deliver the first issue to readers who complete your on-line subscription or qualification form. On the confirmation screen, ask users to add the “from” address to their address book to ensure future issue notifications are not placed in the “bulk” folder.

5. Provide digital samples. Place an ad promoting digital editions on your home page. Link the ad to a digital sample of the publication that includes a blow-in card subscription offer. If you offer more than one publication, create a “global sample” page with a promotional copy of each magazine.

6. Promote digital of the current issue.

7. Provide editorial support. Periodically mention the features editions on your website. Provide equal promotion of print and digital subscriptions. Place both offers in the same location, promoting both mediums equally.

8. Connect your content. Provide direct links to the digital edition page when the same article is available on your HTML web page. This enables users to see the paginated article and graphics in a high quality format, while cross-promoting digital editions.

Janet Shinn is the Editor at Women Business Magazine.

Linda DiMarco is the Publisher


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