All ins and out of digital publishing. Learning Session London

1. LEARNING SESSION
February 18th
#onlinemagazine

3. AGENDA
• Introduction into responsive publishing
• How to write content
• Tips for responsive photography
• Demo of the editor
• How to distribute a digital magazine
• Learn from the analytics

4. INTRO
• Daan Reijnders, founder
• 2008: started creating digital magazines
• 2012: started developing Instant Magazine
• 2013: launch Instant Magazine
• 2016: opening office in London

5. BY NOW
420
Clients
2500+Published magazines
12
Countries

7. RESPONSIVE MAGAZINES

8. RICH EXPERIENCE

9. FULLSCREEN IMAGES

10. ANIMATIONS

11. (FULLSCREEN) VIDEO

12. DIRECT CONVERSION

13. SOME EXAMPLES

14. PRIMARY APPLICATIONS
• Customer magazine
• Staff magazine
• Annual report
• Corporate / productbrochure
• Event review
• Campaign site / marketing magazine
• Report
• Newsletter

15. COPY

16. COPY
• Strong titles, shorter paragraphs
• Write directly towards the reader
• Image/text balance 70/30
• Use bulletpoints
• Use buttons instead of text links
• Horizontally the primary content, scroll
down for in depth content

17. COPY
• From text to content > images, text, video,
infographics
• Create content chunks (layered)
• Make sure that paragraphs can be read individually
• Trial & error; which content is most engaging?
• Create the right rhythm (content types and templates)

18. RESPONSIVE PHOTOGRAPHY

19. ONE SIZE FITS ALL

24. TIPS FOR RESPONSIVE PHOTOGRAPHY
• Make sure you can crop the photo
• Most common format is landscape
• Create a portrait version for mobile
• Technical specs:
1400 x 900 pixels
72 DPI
Compress to max 150 kb

25. PHOTOGRAPHY IN INSTANT MAGAZINE
• Use a different version on mobile

26. • Lock the most important element
FOTOGRAFIE IN INSTANT MAGAZINE

27. TOOLS FOR PHOTOGRAPHY
• Compressnow.com
• Pixlr.com/editor
• Fotor.com
• Snapseed

28. DEMO OF THE EDITOR
Log on to:
http://my.instantmagazine.com

29. DISTRIBUTION

30. HOW TO DISTRIBUTE YOUR ONLINE MAGAZINE?
• E-mail marketing
• Social media
• Traffic from print
• Your website / intranet
• Banners / online marketing

32. DISTRIBUTIE: E-MAIL
• Use an attractive subject line
• Personalize
• Use multiple elements that refer to your
magazine
• Use highlights that refer directly to specific pages
• Optimize for mobile
• Resend to `non-opens` after one week

33. DISTRIBUTION: SOCIAL
Multiple posts:

34. TIPS DISTRIBUTION
• Place a link in your e-mail signature
• Send your latest magazine to new subscribers (auto responder)
• Place a button or banner on your website or intranet
• Put a QR-code or quicklink on your brochure or businesscard
• Integrate with printmedia
• Embed a subscription form in your magazine

35. ANALYTICS

36. SOME BENCHMARKS
• Average amount of pagevisits
• Average visiting time
• Returning visitors
• Desktop users
• Tablet users
• Smartphone users
• Bounce percentage
11
00:03:47
29%
54%
16%
30%
5,83%

37. MOBILE VS DESKTOP
Type of user
• Desktop users
• Tablet users
• Smartphone users
%
54%
16%
30%
# pag
10,86
10
8,20
Time
4:27
3:48
2:33

38. TIPS
• Define clear targets
• Categorize content and compare issues
• Create automated reports
• Use UTM codes

39. MOST IMPORTANT REPORTS
• Number of visitors
• Pages (page visit duration, exits)
• Break-down funnel pages
• Conversions (goals)
• Outbound links
• Total visit time (engagement)
• Scroll depth (longreads)

40. EVENT TRACKING
• Outbound links
• Social shares
• Completed forms
• Scroll depth
• Video play/pauze
• Gestures

41. FUN STATS
• 34 different browsers
• 1197 different screen resolutions
• Browsers:
Safari: 32%
Internet Explorer: 25%
Chrome: 23%
Firefox: 7%
Blackberry 0,10%
• visitors from 152 countries
• 640 different mobile devices

42. WHAT YOU SHOULD KNOW

43. WHAT YOU SHOULD KNOW
• Determine the role of the digital magazine in your
communications strategy
• Invest in qualitative content
• The ideal amount of pages: 8 - 12
• Build on your e-mail subscription database

44. ANY QUESTIONS?