Multi-channel strategies have grown to be a viable approach among magazine publishers, and will continue in the coming year. The consensus among publication printers is that both Websites and e-magazines will remain complementary to their customers' printed products.
Bolstering the Brand
"Success will require being able to surround the printed magazine with complementary, cross-distribution services that enhance the magazine's brand and present more advertising revenue opportunities," contends Bruce Jensen, vice president of sales for Transcontinental's Book, Catalog and Magazine groups in Montreal.
"Print is instrumental in driving sales both directly and indirectly in today's multi-channel marketplace, and has particular advantages in the acquisition stage where marketers gain permission for an expanded digital relationship."
Many printers have taken steps to help support publishers with their multi-channel efforts. For example, Chicago-based RR Donnelley has developed new enterprise solutions and promotes capabilities such as its DigiMag 6.0 digital publishing solution, which can convert existing magazine PDF files into dynamic, online digital publications. The company also offers personalized URL (PURL) solutions to leverage the complementary nature of print and online communications.
Montreal-based Worldcolor supports its publishing clients by producing more than 400 digital editions. It recently launched its XML Custom Publishing Engine application, powered by the Mark Logic, which allows publishers to repurpose existing content into new, targeted publications—whether on a desktop, a mobile device or in print.
Transcontinental offers customers educational programs, such as newsletters and white papers, that report the measurable values of print advertising versus other media. The company also informs customers of revenue-building advertising options that are available, such as special folds, tipped-on pamphlets, diecuts, demographic editions and personalized imaging.
At Stamford, CT-based Cadmus Communications, a Cenveo Co., Harry Vinson, president, notes that his company has responded to the needs of customers by examining the benefits of PURLs, and focusing on additional services outside the traditional print side like content management design and, on the magazine side, collateral print.