Digital Editions

A digital edition, sometimes referred to as a digital magazine, ebook or e-magazine is typically a full copy of a print magazine a reader can virtually ‘flip’ through page-by-page online. They tend to have a linked table of contents and search features for easy navigation and sometimes add interactive features to what would otherwise be static content in the magazine (i.e. advertisements and publisher content may feature a video, 3D interactivity, virtual tours, etc.)

Some digital editions can be downloaded as a low or high-res PDF to allow the reader to keep an archive on their computer or view historical copies on the publisher’s web site.

They are important to publishers because it adds extra value to readers and advertisers. The benefit to readers is they can receive the digital version before they receive the print version and the format is a bit different if they prefer the digital edition over the other. Advertisers see additional value as it is another channel they can reach readers with and links/logos go to their web site and sometimes a reader can fill out an order form or request more information directly through the online version. Advertisers typically do not pay extra for their ad to display in this edition because it was already included in the print version. However, they may pay a premium if they want their ad to stand out more or if dynamic options are added (i.e. a pop-up video, lead capture, etc.)  Additional advertisements can be placed around the digital edition embed area such as a full banner ad placed above and/or below the publication, tile/skyscraper ads placed to the left or right of the area, pop-up ad displaying on the cover page, interstitial ads, etc.

Digital editions also have great SEO if the software that created the digital format allows the publisher to dump the page text behind the Flash output as this gets picked up by search engines.

Some publishers do not offer a print version and may just offer the digital edition to save money mailing and producing/printing the print magazine. Others may first ‘go digital’ and then try a print format once profitable (i.e. as reportedly the case with TheAtlantic.com). Sometimes, as with the case with the Audubon society, they offer more issues (adding another year) if a reader wants to go solely digital with no print version.  The benefit here is it saves the company money and gives the reader more for their money, saving clutter, a step towards preserving the environment (less trees used for paper), etc.

An ebook is generally first created in Adobe InDesign or QuarkXPress and exported as a PDF without crop marks, etc. in the gutter. All PDF pages should be in a single file, be high-res and have the same page dimensions. In Adobe Professional, all links should be created (via an automated first pass using the link creation tool) and then a manual page-by-page pass to link logos and embedded links in graphics that did not get picked up/generated for some reason. At times, you may need to crop an automatically generated link or adjust URLs (this stage is part of the QA/QC process). You may need to optimize the PDF to embed fonts, etc. Once done, you can import this to the ebook creation web site where it gets converted for you after you enter the title and specifiy basic/core conversion options. Most times, this information gets saved for you for next time you convert a publication but you might want to manually save just in case to be sure.

Popular low-cost ebook/digital edition creation programs/software are:

• eMagCreator – www.emagcreator.com – Publisher and agency options available. Owned license with service fee for upgrades and metrics after the first year.
• Virtual Paper – www.myvirtualpaper.com – Upload PDF to site.  Can negotiate pay on individual basis or for x number of issues up front. Roughly $120-140/issue with 4 issues a year. Volume pricing available for high volume.

Zmags and Texterity are also good full-service digital magazine vendors used by the publishing industry if you wanted to outsource the whole process rather than pursuing an in-house solution.