Digital publishing may be new, but the publishing industry has been around for a long time. Publishers and their editorial teams have mastered the art of creating content that appeals to their readers and enjoy the fruits of their labour in terms of mind-share and circulation.
With the advent of smartphones and tablets, publishing entered a new era and publishers have been scrambling to adapt. In an effort to save time and to evolve their existing workflows, publishers often resort to using digital replicas of their print magazines in digital publishing.
Some forward thinking publishers have a leg up on the competition by launching bespoke digital apps for their brands. These apps offer readers an opportunity to interact with the content in the magazine and have a more enjoyable experience.
Irrespective of their chosen route to market, a misconception that many publishers hold is that their approach for print magazines will work flawlessly in digital publishing.
When it comes to digital publishing, publishers, and their editorial teams, need to understand that their content will not be consumed on a static medium like paper, but on a powerful and dynamic, multimedia capable device. This requires an evolution of their production process to accommodate the new avenues available for story telling.
This means that the digital publishing teams’ responsibilities will not end at producing a finely crafted article. They will need to create additional content in multiple formats around their articles to deliver an enhanced experience on modern devices.
For example, in an article about a new restaurant in town, the publishing team could come up with ancillary content like a video interview of the chef, a list of must try dishes, social recommendations of the restaurant, a map and menu and perhaps some snippets about the special ingredients used in the restaurant.
This additional content should not, and cannot, replace the main feature. Instead, this content, once packaged properly into the design and user experience, will enhance the reader’s experience with the article and go beyond what a traditional print magazine can do.
Digital magazines are capable of much more than simple replication of print editions. They can expand on a reader’s experience by offering multimedia content and interactivity in an intuitive fashion. Publishers need to ensure that they are prepared and able to take advantage of the medium of delivery – both from an editorial and operational perspective.
Pixel Mavericks is a Digital KPO offering Rich Interactive Magazine Apps for Smart Devices across any Digital Publishing Platform. Based out of Dubai and India, our team of specialists can help you transition easily and peacefully into the exciting world of digital publishing.
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This article was written on 15 Aug , 2015.