The document discusses best practices for print publishers transitioning to digital publishing. It outlines four key problems publishers may face: 1) Reaching target audiences in the digital space, 2) Engaging online readers, 3) Selling digital content, and 4) Managing costs and time. The document advocates migrating print content online, using data to find target audiences across devices, creating more engaging digital-native content, distributing content digitally to reduce costs and boost sales, and carefully planning the digital transition.

1. FROM PRINT
TO DIGITAL PUBLISHING
Best Practices for Reaching and Engaging NewAudiences

2. TABLE OF CONTENTS
Introduction
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03
04Problem Statements
REACHING TARGET AUDIENCES
ENGAGING READERS
SELLING CONTENT
MANAGING COSTS & TIME
Conclusion
Solutions 06
20
From Print to Digital Publishing |2

3. Innovate or die. It’s the harsh reality of many
industries, but rings especially true in the
publishing sphere.
The digital revolution, elicited in part by the Information Age, was a
godsend for traditional publishers backed into a corner. It marked the
industry’s gradual transition to an online format, allowing print publishers
to keep up with the demands of a rapidly digitizing world. And with a
world seemingly hell-bent on online content consumption, the
possibilities were endless. Content could be distributed on a massive
scale, attract readers from every corner of the world, and boost sales.
But what do the stats say today? Nearly a quarter of media across the
world will be consumed on mobile devices in 2018. Zenith Media -- a
leading ROI agency -- expects that number to rise to 28% by 2020.
Zenith also estimates that people will spend 479 minutes everyday
consuming media this year. That’s 12%more than what thenumbers
showed back in 2011.
Web-based content is replacing every traditional media format, including
newspapers. The Newspaper Association of America, for example, cited
data from Nielsen Online that showed an 837.5% increase in average
monthly unique audiences for online content in a single year. Digital
technology has pushed the boundaries of publishing like neverbefore.
INTRODUCTION
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From Print to Digital Publishing |3

4. But migrating to a digital format isn’t always
easy, especially for publishers whose business
models are rooted in print.
PROBLEM STATEMENTS
Problem 1
Reaching target audiences
Since its inception, the Internet has become the de facto
standard for reaching audiences with high-quality, impactful
content. Its potential to attract and engage new demographicsis
essentially limitless. The hard part, however, is determining
where those audiences are and how to reach themaccordingly.
Problem 2
Engaging readers
As online technology continues to complexify, so too does the
relationship between readers and the content they consume.
Both are expanding, and moving beyond static print publishingis
an absolute must if publishers intend to keep readers investedin
their content. Digital users know this and expect more engaging
material from their favorite brands.
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From Print to Digital Publishing |4

5. From Print to Digital Publishing | Problem statements | 05
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Problem3
Selling content
Expanding publications, in terms of both volume and sales, is a
tall order for any publisher. To succeed, they’ll need to allocate
their resources properly. Managing supply chains while
distributing hard copy materials typically results in higher costs.
Moreover, it doesn't matter how engaging those publicationsare
if there’s no guarantee that they’ll end up on bookstore shelves.
In situations like these, digitizing existing print materials is a
fantastic alternative. Publishers can avoid distribution fees since
their content can be accessed anytime, anywhere, by anyone.
Problem 4
Managing costs & time
Many people are afraid of trying new things. And it’s this same
fear that stops print publishers from starting their digital
transformation journeys. Uncertain of how difficult the process
might be, they’ll waste time and money by haphazardlyrecruiting
new hires instead (who, more often than not, provide very low
ROI).

6. SOLUTION 1
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Reaching
Target
Audiences
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