The difference Helping publishers make money from DEs

How to maximise online revenue opportunities

Pensord was a pioneer when it came to Digital Editions. Far from being a threat to print, DE’s are a way to complement magazines, and help extend a magazine’s brand and provide additional revenue generating streams.

In 2008 Pensord launched its Digital Edition service for customers in collaboration with YUDU Media, whose software drives the technology, and we now produce more than 60 Digital Editions per month for our customers. But the burning question for many publishers remains that of monetising – how to make money from Digital Editions? Here Pensord’s Customer Care Manager Gareth Williams and Pre-Press Manager Vic Spear, discuss what opportunities are available for publishers to monetise their Digital Editions.

Vic: “We’re old hands at DE’s now”

“Because we’ve been producing DE’s for so long now, we’re very well positioned to help educate and support our clients. We’ve refined the product’s offering, and are fully aware of its many possibilities.” 

Gareth: “Tried and tested technology”

It’s no longer about whether the technology works but more and more about how publishers can make a return on their outlay.” 

Vic: “First things first, it has to offer something different”

“To monetise your DE, it’s important to see the DE as much more than just a digital version of the printed magazine. It needs to be much more interactive and dynamic for readers and advertisers, not least through multimedia, such as flash files or video”.

Gareth: “Bringing it to life works”

“DE’s are a less invasive way for advertisers to reach readers than the usual online methods, as the adverts are accepted as an intrinsic part of the product. And so to enhance static advertisements with multimedia can be very effective. Enhancing editorial is also a great way to add value.”

Vic: “Branding is a simple but effective tool”

“The first thing you see when the DE has loaded is a page next to the front cover which can be tailored to suit a customer’s needs. It can be used to introduce the DE and to strengthen brand, but more and more publishers are using this as an advertising space. Some even have their DE’s sponsored and use this prime location for the sponsor’s logo or advert.

“Without too much time and effort this panel can be populated with advertising and the cost of the DE is already covered.”

Gareth: “Statistics are a key differential”

“Statistics are useful here too, with the ability to track the readers’ activity, including unique visits, page views, web link clicks and top searches. These can help with more refined audience targeting and are a valuable aid to providing advertisers with activity generated through the DE.” 

Vic: “Search and find is so user friendly”

“The search filter is also a powerful tool which can enable your publications to build, over time, into an archive which can be searched quickly to find information. This can add further benefit to subscribers and is a real plus for catalogue production.”

Gareth: “Some are saving money on mailing”

“DE’s are also proving a money saver for some customers on mailing and distribution, particularly overseas, which can be a huge cost. Some customers have experimented by sending a DE only to overseas readers and return to printed copy distribution only on specific request. 

“Also additional printed promotional or speculative copies can be a thing of the past as a DE can be sent at little or no extra cost – so if used strategically can actually be a cost effective tool to increase print subscriptions.”

Vic: “We’re here to take the work out of DE production”

“The production process couldn’t be simpler as we use the print ready PDF’s. The DE is produced and sent out as a URL link and it is then embedded into the customer’s website or used as part of an email campaign. It’s that easy.”

Gareth: “We’re here to help”

“Yes, it’s a real collaboration with our customers that evolves to best suit their needs. With ‘App’ technology now also in place it’s an exciting area to be dealing with. Whatever our customers’ needs we’ll be doing our best to provide them with the right solution”.