Trying to decide what platform to use for your digital magazine, catalog, brochure, or company communications? This presentation provides a brief look at the benefits and disadvantages to publishing as a replica, replica + extras, optimized, and responsive design digital edition.

1. Today’s Digital Edition
Options

2. REPLICA
(2001 – Present)

3. REPLICA
A replica edition is an exact
replication of the print magazine, but
made available for reading on digital
devices via the Internet or a
downloaded application.
In this case, the publisher supplies
their digital vendor with the same
PDFs used for print, and the vendor
converts the PDF into a digital
edition.

5. Comparing Replica
to other digital models
PROS: CONS:
Minimum
added
work
Cheapest
op3on
Quickest
turn-­‐3me
Tiny
text
and
images
Mobile
hos3le
No
value
add
for
readers
Naviga3on
more
difficult

6. WHY DIGITAL REPLICA
• Delivers bundled content to directly to readers
• Allows live links, benefitting publishers and advertisers
• Easier to share content
• Decreases print and shipping costs
• Ability to track reader behavior in the publication
• Enables search for specific words in the publication
• Content can’t be misplaced, lost, or accidentally
thrown away by the reader

7. DIGITAL REPLICA PROCESS
STEP 1
Publisher
provides
digital
vendor
with
PDFs
of
the
magazine.
STEP 2
Digital
vendor
uses
the
PDFs
to
create
a
digital
version.
STEP 3
Publisher
delivers
digital
publica3on
to
the
readers.

8. REPLICA +
EXTRAS
(2003 – Present)

9. REPLICA + EXTRAS
While replica editions keep the same
design and layout as the print
magazine, a replica with extras adds
some animation, sponsorships, video,
or other features outside the basic
print design.
While digital extras can be a lot of
things, common choices include:
• Video
• Animations
• Photo Slideshows
• Audio
• Lead Generation Forms
• Sponsorship Positions

10. Digital
Extras:
Engaging
Content

11. Comparing Replica + Extras
to other digital models
PROS: CONS:
Nominal
added
work
Inexpensive
op3on
Adds
opportuni3es
for
more
reader
engagement
More
op3ons
for
adver3sers
Tiny
text
and
images
Mobile
hos3le
Doesn’t
match
readers’
expecta3ons
for
digital
reading
Naviga3on
more
difficult

12. WHY DIGITAL REPLICA+EXTRAS
• All the benefits of Digital Replica
• Increased reader engagement with interactivity
• More opportunities for attention-getting ads with
animations (Ad-Jolt)
• Additional sources for lead generation (Ad-Gen)
• Added revenue opportunities with sponsorships
• Increased time spent on pages with extras

13. REPLICA+EXTRAS PROCESS
STEP 1
Publisher
provides
digital
vendor
with
PDFs
and
any
addi3onal
info
required
for
extras.
(Ex:
special
instruc3ons,
video
files,
added
photos,
etc.)
STEP 2
Digital
vendor
uses
the
PDFs
to
create
a
digital
version.
Designers
and
animators
add
the
extras
to
the
magazine.
STEP 3
Publisher
delivers
digital
publica3on
to
the
readers.
Check
the
metrics
to
see
how
readers
engaged
with
the
extras!

14. OPTIMIZED
(2010 – Present)

15. OPTIMIZED
An Optimized edition is designed to
maximize the quality, clarity and
engagement across all screens,
including desktop, laptop, tablet or
mobile phone devices.
Optimized editions utilize larger,
screen-safe fonts, bigger images, and
landscape layout. They also
frequently use digital extras, such as
animations, video, 360 degree
footage, slideshows and more.
Optimized editions can be laid out so
they print well, but they are focused
on screen reading.

17. Comparing Optimized
to other digital models
PROS: CONS:
Great
reading
experience
on
mul3ple
screen
sizes
U3lizes
full
screen
real
estate
Intui3ve
naviga3on
Decreases
need
for
zoom
Natural
environment
for
digital
extras
Requires
separate
design/layout
from
print
edi3on
Complex
or
custom
anima3on
extras
require
longer
turn
3me

18. WHY OPTIMIZED
• All the benefits of Digital Replica + Extras
• Great experience across multiple devices
• Increased time spent in the publication with easier reading
• Bolder calls to action (in articles or ads) in a friendly format
• Meets readers’ expectations for engaging digital content
(v. static print content)
• Intuitive space for digital extras, such as pop-ups,
animations, video, photo slideshows, and more
• Increased advertiser satisfaction in the big, beautiful ad
space and reader engagement

19. OPTIMIZED PROCESS #1
STEP 1
Publisher
provides
digital
vendor
with
PDFs
and
any
addi3onal
info
required
for
digital
extras,
following
today’s
prac3ces
for
op3miza3on.
STEP 2
Digital
vendor
uses
the
PDFs
to
create
a
digital
version.
Designers
and
animators
add
the
extras
to
the
magazine.
STEP 3
Publisher
delivers
digital
publica3on
to
the
readers.
Check
the
metrics
to
see
how
readers
engaged
with
the
new
layout!

20. OPTIMIZED PROCESS #2
STEP 1
Publisher
provides
digital
vendor
with
raw
files
for
the
ar3cles
and
any
digital
extras.
STEP 2
Digital
vendor’s
designers
use
the
raw
files
to
lay
out
the
ar3cles,
photos,
ads
and
extras
into
an
op3mized
design.
STEP 3
Publisher
delivers
digital
publica3on
to
the
readers.
Check
the
metrics
to
see
how
readers
engaged
with
the
new
layout!

21. RESPONSIVE
DESIGN
(2012 – Present)

22. RESPONSIVE DESIGN
Responsive design reflows content so
it appears at its best on any device.
Images and text grow, shrink, and
move depending on the best fit for
the screen size rendering the content.
Responsive design focuses on clarity
and ease of reading on any device.
This platform requires limited to no
design and layout from the publisher.
This solution eliminates article page
counts, though continues to push
bundled content – with a definitive
opening and final cover page – to
readers.

24. Comparing Responsive Design
to other digital models
PROS: CONS:
Op3mal
reading
experience
on
mul3ple
screen
sizes
U3lizes
full
screen
real
estate
Intui3ve
naviga3on
Eliminates
zoom
Will
auto-­‐
fit
new
screen
sizes
as
new
devices
are
created
Limited
control
over
text
layout
Semi-­‐dynamic/dynamic
ads
need
a
separate
layout
from
print
Complex
projects
could
require
longer
turn
3me

25. WHY RESPONSIVE DESIGN
• All the benefits of going digital
• Easy to read and view content on smaller screens, increasing
reader satisfaction
• Scales with new technology and introduction of new devices
• Ads made to look great on any device, increasing advertiser
satisfaction
• Meets readers’ expectations for engaging digital content
(v. static print content)
• Removes the need to zoom and pan, which eliminates
reader frustration over losing their place on the page
• Eliminates creating separate designs for mobile publications
• Unique advertising opportunities including Click-Skip (100%
click-through), Dynamic, and Semi-Dynamic ads

26. RESPONSIVE DESIGN
PROCESS
STEP 1
Publisher
provides
digital
vendor
with
raw
files
and
any
special
instruc3ons
for
digital
extras.
STEP 2
Digital
vendor
uses
the
raw
files
to
create
responsive
edi3on.
Vendor
and
publisher
corroborate
on
extras.
STEP 3
Publisher
delivers
digital
publica3on
to
the
readers.
Check
the
metrics
to
see
how
readers
engaged
with
the
edi3on!