The good news for publishers is that the adoption rate for tablets and e-readers is quickly growing, which translates into a rising demand for digital apps and publications. Corporate publishers and ad agencies are taking notice and exploring these new channels to deliver internal and external communications.
A major challenge for publishers is keeping up with an evolving marketplace in which device versions, operating systems, and platforms are changing almost daily. Such variety can necessitate the creation of multiple versions of a single publication.
Thankfully, the tools available to publishers and content managers for creating digital publications is also growing and evolving to address these challenges. A recent article in .net magazine describes the top 10 tools publishers are using to produce their digital magazines.
When selecting the best tools for creating digital publications and apps, publishers (including corporate publishers and agencies) should start by asking themselves the following questions:
Who is the target audience for my publication(s)?
Magazines have an external audience, of course, but we’re seeing growing interest among corporate publishers who want to create digital publications for internal distribution. In this case, the publication is free, which may influence how it is distributed.
How much interactivity does my audience expect? Will it enhance the reader experience?
Some tools are limited in their ability to create an interactive experience. Tools that provide more interactivity require additional planning and creative time for that content to be developed.
Am I producing a multi-issue publication or an app that I’ll want to update?
Most magazine publishers produce subscription-based publications. Corporate publishers may produce internal publications that they want to update on a regular basis.
Am I already producing my publication in print? What tools am I using?
Some tools, such as Adobe DPS, allow publishers to work with their existing InDesign files, allowing them to leverage existing content and skills.
What kinds of metrics do I need?
Most publishers want metrics beyond downloads and purchases—they want to know how readers interact with the content. Examples are time per page, click-throughs, and interactive view durations.
What additional costs will I incur? What costs am I displacing?
It may require additional staff time to create the digital publications, but the money you save on outsourcing or the control you gain on the end product may offset the cost.
What are your top questions related to digital magazines? Let us know so that we can add your question to our poll.
Posted by: tfpadmin