Stratton’S_PSm_ua_br_lt_ishingideas, strategies, and solutions on the business of publishing

ELECTRONIC PUBLISHING

Now on Deck for Digital Magazines
Associations create a boom for the technology and
begin testing mobile offerings

While most associations are yet to launch version of the association’s flagship magazine, digital versions of their flagship maga- C&EN, has helped address distribution challen ges zines or journals, more and more are for members who live outside North America Associations are looking toward getting on board—or at least giving the digital and allowed those readers to avoid a $58 postage the latest and greatest in digital option some serious consideration. Those that surcharge. offerings—including access to have taken the plunge continue to grow in num- As with other associations with international digital magazines via iPhones, ber, creating a “mini explosion” of digital associa- members, the digital edition also allows interna- other smart technology mobile tion publications, says Cimarron Buser, vice presi- tional ACS members to receive issues in a timely phones, and hand-held devices. dent of marketing for Texterity Inc., a provider of manner, according to Elise Swinehart, assistant digital publication services. director of marketing and exhibits at the associa-

According to 2007 data from E-Publishing tion. Plus, the digital offering allows ACS to “con- Starting up and branching out.

Trends & Metrics, a comprehensive report on how tinue doing business as a leading green electronic Before considering delivery via iPhone and associations use e-communications published by publisher,” Swinehart says. Blackberry, associations must first establish a digi-the Angerosa Research Foundation and Stratton Getting greener and watching costs. tal replica of their publication and collect reader Publishing, only 11 percent of associations offer Digital publishing as an eco-friendly initiative is feedback. This also helps with ad sales efforts and a digital version of their primary magazine or also growing in popularity, particularly as associa- media kit and audit information. But once the journal. But as the costs of paper and postage con- tions establish earth-friendly policies. digital ball gets rolling, the possibilities are many. tinue to rise and eco-friendly publishing practices “We see many publishers who have digital edi- “Association digital editions are the perfect become more prevalent, digital publications are tions as part of their green initiatives these days,” place for video and audio clips or streaming media experiencing a bump in popularity, and associa- says Scott Johnson, vice president of business of conferences,” adds Buser. “Most associations tions are looking toward the latest and greatest in development for Qmags, another provider of digi- have at least one conference a year. Even though digital offerings—including access to digital maga- tal publication services. “And with paper and post- all members may not be able to zines via iPhones, other smart technology mobile age continuing to go up this year—and likely to attend, video and audio can make them realize phones, and hand-held devices. keep going up in the coming years—more associa- what they missed and they may want to attend the

“We’ve seen dramatic growth in iPhone use for tions will likely see digital editions as a cost-saving next one.” access to digital editions,” Buser says. “And newer, measure as well.” Another “what’s next” is offering members higher-resolution, and smarter phones and devices At IEEE, Washington, DC, a six-month digital deep content via digital delivery—sponsored white should be coming in the next 12 months.” magazine trial offer to the technology association’s papers, for example—and allowing content spon-

Digital reader feedback. 320,000 members with e-mails (IEEE has 400,000 sors to track interested parties (instant lead genera-For associations that already have launched digi- members total) led to 42,000 members opting tion) according to who taps the content. tal magazines, financial results and reader feed- out of their print version altogether, resulting in a “With an integrated approach, this can gener-back will fuel their next steps. At the American $750,000 annual savings in print and distribution ate a great revenue stream and provide a library of Chemical Society, Washington, DC, a digital for the organization. new content for members,” says Buser.