Editor’s note: In the first part of this series (see Newspapers & Technology, April 2008, page 56), Gruntsev discussed the advantages digital editions can provide newspapers. In this installment, he writes about the steps papers should take to promote electronic newspapers to their readers.

Once your digital edition is launched, you must support it with marketing. As with any new product introduction, digital editions have to be properly marketed.

 

The fundamentals are still the same — you need a plan that covers the “5 Ps” of marketing:

• People (customer) strategy

• Product strategy

• Placement (distribution) strategy

• Promotion strategy

• Pricing strategy

People: Know your audience

What makes subscribers choose to read digital publications over print, or in addition to print? What features are the most important to them? If you don’t ask them, you will never know. Successful publishers ask their readers what they want through surveys, polls or community forums, and then give it to them. They measure the results of new features after they are released. The results of their research are worth sharing.

Did you know that the No. 1 reason people tend switch from print to a digital edition is because it is more environmentally friendly? Did you know the highest valued features are ease of use/navigation and the look and feel? Did you know that the page that retains the interest of readers the longest in most newspapers is the puzzle page?

Knowing what your readers like and how they read the paper is critical, especially when you are looking to maximize retention and advertising revenues.

Look for a vendor who offers the tools, technology and reporting capabilities that can measure reader behavior and provide insights that can help you continually improve both your print and digital edition versions of your publication.

Product: How to build it

Constant innovation is mandatory for success on the Internet. Publishers should choose a partner with plenty of experience.

Technology platforms for digital editions must be flexible, robust and extensible. Digital editions that are portable to multiple platforms and easy to navigate on multiple devices are much more attractive to plugged-in subscribers.

Those that also offer advanced digital features such as instant translation, keyword search, article sharing through e-mail and blogs, audio, offline storage, back issue access, and integration with new social networking and social bookmarking services have been proven to retain readers’ attention for a longer period of time, according to research of analytics software that plots reader behavior.

Digital edition technology platforms and features must also be tried and tested with audiences that reflect the needs of a publisher’s subscriber base before rolling them out to the publisher’s readers. This not only includes new features and functionality, but user interface enhancements as well, especially with the wealth of new devices and form factors being continually offered on computer and mobile devices.

Look for a vendor who offers an aggregated platform where new digital features can be prototyped and the results of reader acceptance measured, before adding them to a publishers’ digital edition.

One key capability of digital editions that is often under-appreciated or blatantly avoided by publishers is the ability to aggregate content from other sources, whether that content is from other publishers or from the readers themselves. This is a feature that many publishers are still reluctant to adopt, perhaps due to their long-standing competitive fears or the perceived risks of unmoderated content diluting their brand.

Whatever is holding them back, however, publishers will eventually have to accept the fact that although brand loyalty is still held in high regard with older newspaper readers, the younger generation cares less about whose content it is — they want it all and they want it in one place where they can compare perspectives and add their own. Even if publishers shy away from aggregation today, they should look for a vendor who can offer aggregation now so that when they finally realize how important it is, it can be swiftly implemented.

Placement: Where to distribute

With the introduction of digital printing in the 1990s, publishers were able to reach audiences in new markets all over the world. Readers could find their favorite paper in a foreign country if they knew where to look.

Today, the paradigm has changed. Users don’t want to go looking for their favorite publications — they want the publications to come to them, no matter where they are and no matter what device they use (e.g. Mac, PC, laptop, Tablet PC, BlackBerry, iPhone, Windows Mobile devices, etc.).

With the plethora of devices available, publishers need a digital edition that can run on just about any device. They also need a digital edition that can be accessed by readers when they’re not online.

Mobility and portability are key distribution factors that must be part of a publishers “place” strategy and part of the vendor’s arsenal.

Promotion: How to promote them

When launching a digital edition, publishers need to pay special attention to their existing subscribers first and then look for ways to attract new readers. Existing print subscribers need to know everything there is to know about the new digital offering, including how to access it, how to use it and what’s in it for them.

Publishers need to let their print subscribers know that they don’t have to sacrifice anything (other than inky fingers) to go digital. In fact, the message should not only highlight the benefits of going digital (such as back issue access, digital features, video, mobility, audio, etc.), it should invite readers to join them in making a commitment to environmental sustainability by saying, “No to newsprint.”

The obvious place to share these marketing messages is in the printed paper itself, but many publishers hesitate to advertise their digital products in print, perhaps fearing cannibalization. This is a mistake.

The most successful publishers know that you need to reach your audience where they live, work and play and share with them the same message over and over to ensure they not only remember it, they change their behavior.

Successful publishers promote their digital editions in their print edition every day, providing information on free trials, cool new features and accessibility.

In addition, these publishers use e-mail campaigns, billboards, flyers at trade shows and even television to get the message out to existing and new customers.

The best digital editions are extremely rich in features and their success depends a lot on how easy it is for readers to use those features effectively. Offering online tutorials or even cheat sheets are good marketing tools to introduce new features to users and to help them get the most enjoyment out of their online publication.

Pricing: How to monetize them

Almost every digital edition offers free trials to new users — usually lasting three to seven days. The key is to follow up with trial users to get their feedback on what they liked and didn’t like about the experience, and build what you learn into the next release of the product.

In terms of pricing, there are many different strategies being implemented today. Some successful publishers offer free digital editions to their 5- or 7-day print subscribers. Others charge a monthly subscription fee, which is usually comparable or slightly less than the print subscription. A few of the more progressive publishers offer the entire digital edition for free.

With the advent of new cost-per-action advertising models in digital editions, it is anticipated that publishers will eventually phase out monthly subscription fees and the digital editions will be free to registered users. Whether this is next year or a few years down the road remains to be seen, but being aware that free online news is inevitable is the first step to planning a profitable monetization strategy. 

Alexander Gruntsev is vice president of business development at NewspaperDirect. He can be reached at grampo@newspaperdirect.com.