Your publication’s digital edition is more than a replica of the print version; it’s another opportunity to connect with your members and evolve your content beyond the space limitations of print.
With Innovative, clients get a digitally responsive version of their magazine with the potential to add even more value to their content. Even if the text and images remain exactly the same, a print layout and a digital presentation require different approaches. Here are a few ideas to best translate your print edition to a digital format:
- Design elements: Background images and other graphic elements used in print do not serve the same purpose online. In our digitally responsive magazines, it typically works well to use background images from a print layout as a tile image
or a hero image
on the article’s responsive view. Your Innovative designer can make this call and take care of this for you! - Infographics: It’s easy to add additional supporting data or charts into an article’s responsive view to elaborate on what ran in print, whether placed as a graphic or hyperlinked. More complex print infographics such as timelines may need to be reimagined for more effective viewing on screen. For instance, a timeline might span across the bottom of several spreads in the print version, but the best practice for an online presentation may be to rework that timeline into a different format better suited for a mobile device. Graphics like timelines could even become interactive online with a little more effort and forethought. Let your Innovative editor know your idea, and we’ll help make it happen!
- Got event photos? That photo spread showcasing your association’s last big conference can become a slideshow in your digital edition. This allows all photos to be displayed at a consistent, equal size. You can also include as many photos as you want without running out of space. It is more effective to narrow images down into a thoughtful selection for print and save the rest to run online. We can then display them in a larger, more dynamic way in print and pair it with a teaser that directs readers to visit the digital version to “See even more photos in a slideshow online!” That way, your members can still find themselves in your publication, and maybe even share it on their social media platforms.
Moreover, if your editor has flagged that your photos are too low resolution for print, chances are they may be suitable to run online, so we can include them there. - Do you have video or audio from your event? We can link to it or embed it right within that article’s responsive view. Add video interviews, audio clips, or animated graphics to further highlight your members and drive people to your publication for exclusive digital content.
For an example of how some of the above ideas could look, click here. You’ll see animated GIFs placed throughout the article’s responsive view to better demonstrate the concepts mentioned. Compare this to the static, print layout version to see how the visual elements in each format can complement each other.
Reach audiences beyond the mailing list
Your digitally responsive magazine makes it easy for readers to share individual articles to social media, which can amplify your reach and encourage engagement with your members. It’s also a great idea to share magazine content on your association’s social media page. Did you write a profile of your newest board member or president? We can create a graphic designed specifically for whichever social media platform you prefer to promote that story and direct viewers to the article responsive view. In turn, your publication gets more views, which gets more eyes on your advertisers and on your association — it’s a win, win, win. Contact Innovative for more information on our custom social media graphics!
Integrate your publication with your website
Your association may already have a strong online presence, or maybe you are looking for more content to populate your website. Either way, your digital edition can be utilized as an extension of your marketing and branding efforts. We can provide you with an auto-updating hyperlink (which defaults to whichever issue is the most recent) and cover thumbnail image that you can place on your website. We can even provide the coding to embed the digital edition directly onto your web page, like below!
The article responsive view format also allows for easier use of your archives. Instead of flipping through page by page of several issues to find a certain article, you can simply search for key words or quickly scroll through tile views to find what you are looking for.
So to get the most out of your digital publication, start thinking about your digital edition in tandem with content curation, not as an afterthought. Your digital magazine is another powerful tool to connect with members!
Catherine Meany is the design manager at Innovative Publishing. Reach her at catherine@innovativepublishing.com
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