MediaPublishingInnovations in Digital Publishing

Innovations in Digital Publishing

Whether it’s dynamic redirects for specific platforms, purchasing in Twitter, projectable purchases, or stickers and QR codes, innovation for the digital publishing industry is still on the rise.

To say it’s been an interesting time for anyone in the magazine publishing industry is like explaining a tsunami as some choppy waves. The magazine publishing teams on the front lines are battling challenges from every turn:

  • Newsstand sales are going down.
  • Technical distribution platforms are becoming more stringent in their rules, regulations and “participation fees.”
  • Renewals are a key challenge.
  • Advertisers are asking for more data, more accountability and bigger results.

Yet, through all of this, innovations for the digital publishing industry are still on the rise. I’ve been speaking to many new and up-and-coming companies about recent innovations that have a material impact for publishers and marketers in general and here is what I have uncovered to date.

Some of these are not crazy, or even super new, but they are innovative. I’m both encouraged and excited by this short list, and continue to be bullish on the magazine market. In print or in digital success is within our reach and an evolution is under way.

Dynamic Redirects for Specific Platforms

While the iPad is king, the truth is that 40 percent of people who read digitally still do so on a PC. Innovative publishers have started to set up offers on their site to dynamically direct people to the offer that matches the technical platform they are visiting.

Purchasing in Twitter

One new company is making it possible for people who see something on a tweet in reply and buy it. This opens up endless potential for selling single issues with hot covers, or even subscriptions – not to mention featured products inside issues. I’m curious to see how this unfolds.

Purchasing Inside the Issue

My company partnered with ShopAdvisor to allow people reading a magazine to buy almost anything they come across (advertising or editorial). This new way to offer access to “impulse buys” in context could spark changes to the way advertisers bring products to market in the digital world.

Stickers & QR Codes

Might sound silly but is also innovative. Most magazine publishers now have the ability to connect with readers instantaneously when they order and issue or buy a digital subscription. Magazine publishers are also beginning to see that retail partnerships and consumer events enable them to introduce a digital edition by placing stickers on current print titles, or other marketing materials to bridge the offline to online world.

Projectable Purchases

Today, some of the most innovative companies have found ways to project a newsstand or a sale onto a wall and allow customers to touch the wall, or take a photo, and make a purchase. This brings the concepts of mobile shopping to an entirely new level.

This list of innovations is just the start. I’d love to hear what innovations you are working on, or with.

Related Articles

Four key ways to optimize your real time bidding spend

Media Buying Four key ways to optimize your real time bidding spend

1y David Zuckerman
IAB: Preparing for the year of the mobile-video boom

Media IAB: Preparing for the year of the mobile-video boom

2y Joe Laszlo
How can publishers use analytics data to save themselves?

Analytics How can publishers use analytics data to save themselves?

2y Andrew Edwards
Five ways to overcome the media buyer blues

Media Buying Five ways to overcome the media buyer blues

2y Tim Nichols
Why mobile moments are marketing's golden ticket

Media Why mobile moments are marketing's golden ticket

2y Catherine Magoffin
How Google's AMP accelerates content marketing

Media How Google's AMP accelerates content marketing

2y Kevin Lee
A tale of two mobile ad markets

Media Buying A tale of two mobile ad markets

2y Frank Sinton
Three ways digital marketers can use data to defeat ad blocking in 2016

Publishing Three ways digital marketers can use data to defeat ad blocking in 2016

2y Pelin Thorogood