This guest post from Peter Houston asks: You do know it doesn’t have to be print or digital, right?

I stumbled into a bit of a spat on LinkedIn recently that felt like it could have come straight from the mid-90s. New combatants, upgraded weaponry, but the same old slugfest.

Ladies and gentlemen, it was a reprise of the Print vs Digital death match. FML!

The virtual fisticuffs started with a question about the alleged inability to measure ROI from print advertising. And with that single, sad, strawman we were off.

First the pixelheads fired in… ‘NO! I never understood why people spend money advertising in print’. The pagesniffers parried… “NO! Much better to pay for a 15 second reel on Insta. LOL!”

I checked out at this point, but I can see the replies in my head…

🤖 Digital is ‘wholly trackable’.

👃🏻 Is it, aye? Tracked by the same bots reading it?

🤖 Well, print is disposable.

👃🏻 There’s magazines on my shelf older than you.

For the record, there are studies on the positive ROI of print advertising, but I suspect the question asker wasn’t actually looking for an answer. They just wanted to make the point that digital is sooooo much better than print…

Thankfully I see way less of those stupid print vs digital exchanges than I did back in the day. Aside from a handful of digital zealots – the most hard-bitten page-sniffers know they need digital – most media people have got their heads around the idea that IT’S NOT A F*CKING COMPETITION!!!

It’s not just that print and digital are not mutually exclusive, they both work at their absolute best when they work in tandem.

1. Digital delivers discoverability and reach
2. Print delivers lasting, tangible value

Not the future doesn’t mean no future

I don’t think anyone believes print is the future of magazines.

The news media has picked up on a slew of print reboots recently. From The Onion to Playboy BusinessWeek, everybody loves a good resurrection story. And, yes, it’s great to see. But, no, we’re not going back to the way it used to be.

Print is a portfolio play now, and whether you support your print with digital content, or your digital content with a print premium, the two are better together.

Digital lets you keep the beat steady, print is the big key change. Think Westlife getting up off their stools but singing a song that you actually like.

Part of the toolkit

I’m not sure how Jacob Donnelly would feel about me placing him in the pixelhead camp. But with a CV that includes newsletter-giant Morning Brew and crypto-news site CoinDesk, his background definitely skews digital.

And yet even Jacob has confessed to a penchant for print. Now running the excellent media newsletter A Media Operator, he recently confessed that he would love to launch a print magazine about his passion for military history.

However, clear-eyed as ever, he said this:

I love print. If I could, I’d launch a print military history magazine tomorrow. It has a place in the media ecosystem… Print is an awesome product.

But that’s what it is: a product. It’s part of a broader swathe of offerings that media operators should have in their toolkit to ensure that they’re delivering value to their audience.

Jacob believes, and I agree, that niche publishing is the future; smaller audiences with publishers maximising Life Time Value. And he thinks that’s where print comes in.

Some percentage of your audience will want it. And getting someone to pay $5 a month for that print product could be the difference between an LTV of $60 per year versus $6 or even $0.60

Jacob concludes:

Media companies will be more niche and have smaller teams. They can still generate good money, but it’ll be driven more by reader revenue with a complement of advertising. Some of that reader revenue will come from print. It’ll be a good part of the business. But it’s not the future. The future will remain digital with various paid offerings around it.

That only works as part of a portfolio play, where print is a product choice, not a sacred relic. It’s there to serve a unique but complementary purpose alongside newsletters, podcasts or apps. Each has its own utility, each has its own USP, its own part to play in your value proposition.

Let’s all just say no to the the digital vs print falsehood whenever it raises its stupid head. Give print its place on the field of combat and acknowledge that most magazine makers need digital to survive.

Let’s send publishing’s phony war back to the nineties… a great decade for magazines, music and of course the early days of the internet. But, please, leave the print vs digital BS back there with Mrs Thatcher, Furbies and back-to-front jeans.

*

This post originally featured on Peter’s newsletter, The Magazine Diaries.

If you haven’t picked up a copy of Glory magazine you need to! A stunning magazine devoted to the beautiful game. Glory is printed in such high quality, it is a magazine or a coffee table book, something to collect, with editions devoted to football meccas around the world and also covering travel & culture. So, we were thrilled that the team at Glory chose the Touch Tree platform to complement their print edition digitally.

Glory subscribers are connected to our platform for immediate access to the complete Glory archive and can view content perfectly optimised for any device and The publisher has the ability to securely share content across their social and digital marketing channels to help build their own database of fans and readers.

Do you need help with your digital publishing capabilities? Touch Tree provides you the technology and services to succeed with your digital publications. Contact us here

Little known fact…or maybe not!… but here at Touch Tree we are building software that not only provides publishers with an easy way to digitise and distribute their print copies, but we also build software to help business venues display magazines and newspaper for their guests.

We love it when a hotel puts so much effort into their guest experience and the team at Dragonfly Hotels exemplify that ethos. Through their collaboration with our friends at DLT Media they have built a custom newsstand using the Touch Tree digital platform and put in a lot of effort to create great photography, build guest rooms directories and local information guides that can be presented alongside magazines and newspapers….. we think the final product is amazing!

“We are delighted with our new guest reading platform uniquely designed for all our hotels. We’ve added all our hotel information alongside hundreds of magazines and newspapers for our customers to enjoy and feedback has been excellent. Working with DLT on this project was great and turnaround time amazing. Thank you!” Marketing Manager – Surya Hotels

It’s always great to see our technology not just being used by publishers but by businesses as well. Building software for both sides of the coin gives us a unique insight into how people interact with media and how to execute digital strategies outside of App stores.

Do you need help with your digital publishing capabilities? Touch Tree provides you the tech
and services to succeed with your digital publications. Contact us here

Sometimes we are lucky enough to meet inspiring people in our everyday work and Le’Maquinta from LDL Magazine (www.ldlmagazine.com) is just that. Like many independent publishers, California based Le’Maquinta was low on time and resources, juggling both a full-time job & studying for her PHD while launching LDL in 2022, a magazine that celebrates current and uprising entrepreneurs, small businesses, artists, authors, influencers, musicians, photographers, models, community organisations, and more.

LDL needed a cost-effective digital solution that worked seamlessly from desktop to mobile and that would require minimal additional input from their side to support the printed magazine, so their fans and readers could search and access the full archive, with mobile friendly layouts and text to speech integrated to ensure a great user experience, while also giving them tools to distribute content securely through social channels and marketing campaigns to find new readers.

During set up even though we are many time-zones apart, we couldn’t help noticing that we were getting immediate responses at 4am West Coast time, sometimes earlier! Everything had to be done before Le’Maquinta headed off to her full-time job to support this great independent magazine.

The life of a small independent publisher… really inspiring and we are extra happy to be supporting this journey.

“Collaborating with Touch Tree Technology has allowed LDL Magazine to implement a new digital strategy that will allow us to expand our subscriber base through a simple to navigate library archive that Touch Tree Technology has built.  Touch Tree Technology has been more than a tech company.  They have delivered consistent communications and results that makes it feel like LDL Magazine has a partnership that cares about our mission and growth.”

Le’Maquinta Lowe – Publisher LDL Magazine

Do you need help with your digital publishing capabilities? Touch Tree provides you the tech
and services to succeed with your digital publications. Contact us here

Driven by technological advancements and evolving consumer preferences, the digital
publishing sector has undergone remarkable growth in recent years. There has been a
transformative impact of these trends on content creation, distribution and consumption
within the dynamic and evolving world of digital publishing. We delve into some of the key
trends and insights that are shaping this industry:

The Surge of Subscription Models and Digital Libraries
A significant trend in digital publishing is the rise of subscription models and digital libraries,
providing readers with access to extensive collections of magazines, e-books and
audiobooks for a fixed monthly fee.

These subscription services offer readers an affordable and convenient way to access
diverse content while presenting publishers and authors with additional revenue streams. As
these services gain momentum, we anticipate further innovations in the subscription model
landscape, with new platforms and features catering to evolving reader and publisher
preferences.

The Influence of Artificial Intelligence and Machine Learning
Artificial intelligence (AI) and machine learning are increasingly shaping the digital publishing
landscape, driving advancements in content creation, marketing, and distribution. AI-driven
tools assist authors in enhancing their writing by providing real-time feedback and
suggestions, while machine learning algorithms analyse reader preferences to recommend
personalised content. As these technologies evolve, we anticipate more innovative
applications in digital publishing, enhancing efficiency and personalisation for creators and
consumers alike.

The growing need for Mobile Optimisation among digital publishers
Mobile internet users are expected to reach 6.1 billion by 2028! Mobile optimisation will be
the cornerstone for digital publishers, where they need to ensure Mobile content
accessibility, adaptability, and alignment with reader preferences, including adherence to
ADA compliance for inclusivity. With mobile’s dominance in web traffic, accounting for nearly
60% in 2022, publishers face a pressing need to ensure their content seamlessly fits mobile
screens and remains accessible.

Publishers will need to focus on consistency across devices and prioritise the mobile user
experience (UX) with responsive design that enables content to adapt fluidly to diverse
screen sizes and orientations, facilitating readability and intuitive navigation on mobile
devices. Publishers must acknowledge and cater to varied content consumption
preferences, whether audiences lean towards traditional page-flipbooks, blog-style
narratives, responsive websites, text-only formats, or audio versions of articles, offering
content in diverse formats enhances engagement and satisfaction. This adaptability ensures
content accessibility while aligning with individual preferences, fostering a personalised
reading experience.

The Era of Data-Driven Decision Making
In a competitive digital publishing landscape, data-driven decision-making is gaining
prominence, enabling publishers and authors to optimise strategies and maximise success.
By analysing data on reader behaviour, preferences, and demographics, publishers can
make informed decisions regarding content acquisition, pricing, and targeted marketing.

Likewise, authors leverage data to understand their audience, identify trends, and refine their
writing to resonate with readers. As the industry evolves, the significance of data-driven
decision-making will grow, with effective data utilisation positioning stakeholders for success
in the digital publishing ecosystem.

Social Media Marketing plays a key role
Social media platforms play a pivotal role in digital publishing, offering authors and
publishers opportunities to connect with readers and promote their work. Platforms like
Instagram, Twitter, and Facebook have spawned a new breed of influencers, who influence
content sales through recommendations and reviews.

Influencer marketing has emerged as a potent strategy for promoting magazines, books and
podcasts. Publishers and authors are collaborating with influencers to generate buzz around
their titles and reach new audiences. This trend is expected to persist as social media
platforms evolve, providing new avenues for engagement and promotion.

The Evolution of Interactive and Multimedia Content
Advancements in technology are revolutionising digital publishing, making it more interactive
and immersive. Authors and publishers are experimenting with new formats and multimedia
elements to enrich the reading experience. Examples include interactive magazines with
embedded videos, audio clips, and quizzes, as well as augmented reality (AR) and virtual
reality (VR) experiences that transport readers into fictional worlds.

These innovations not only enhance reader engagement but also create new revenue
streams for authors and publishers. As interactive and multimedia content technology
advances, we anticipate further creative applications in digital publishing, elevating the
reading experience to new heights.

Looking ahead
The growth of digital publishing is propelled by a confluence of factors, including
technological advancements, evolving consumer preferences, and innovative business
models. We anticipate continued growth in digital publications and audiobooks, further
democratisation of content creation through self-publishing, expansion of subscription
models and digital libraries, and increased integration of AI and machine learning in the
publishing industry.

Publishers will need to adapt and integrate digital, the earlier the better, as experimenting in
this field will decide the digital market fit of their titles and help them navigate this landscape
more effectively and capitalise on emerging opportunities.

Do you need help with your digital publishing capabilities? Touch Tree provides you the tech
and services to succeed with your digital publications. Contact us here

Welcome to the dawn of a new era in publishing, where the boundaries of creativity disappear, and traditional print magazines are reborn as dynamic digital platforms. Today, we unveil the key to unlocking the full potential of your publishing business with a revolutionary platform that goes beyond the confines of a single magazine. Get ready to embark on a journey of innovation, collaboration, and limitless possibilities. Our team has been working with publishers for 25 years and are super excited to drive this innovation to strengthen the publishers possibilities in the digital space.

Imagine a platform where readers can access not just one magazine, but an entire universe of content at their fingertips. With article highlights for quick navigation, podcasts for immersive storytelling, indexed high quality text to speech, video content, and targeted advertising that drives engagement are just some of the features that expand their art and reach. Gone are the days of static banners and one-dimensional promotions; we are proud you can now seamlessly integrate content access and advertising that captivates your audiences and drives revenue.

With Touch Tree, publishers now have the power to transform their content into a multimedia experience that transcends the printed page. From special supplements to interactive features, the possibilities for creativity are boundless. Imagine offering readers access to an entire archive of past issues, exclusive podcasts, and curated collections of supplements that are tailored to their interests, all in one place on any device with total access control at the publisher’s finger tips.

When it comes to promoting your content, Touch Tree offers a myriad of options that will set your business apart from the competition. Whether you’re highlighting a special event, offering exclusive access to premium content, or partnering with advertisers to create unique experiences, our platform puts the power of promotion in your hand and the ability to turn your publication into a brand with its own digital ecosystem. You can create a seamless digital experience that engages readers, drives revenue, and elevates your brand to new heights.

So, we want to congratulate YOU, the publisher and US, the fans of your publication – and that team that is here to help and empower YOU! Lets embrace the future of publishing together and transform your print publication into a dynamic digital powerhouse. The possibilities are endless, and the journey is just beginning.

Print and digital can seamlessly coexist. Digital magazines possess the capability to augment your existing print strategy and introduce new benefits right from the outset. We are undeniably entrenched in the digital era. Technology has revolutionised our modes of communication, information retrieval, and overall perception of the world. Naturally, this transformation extends to publishing as well. While print magazines still hold their ground, a significant number of publishers are now turning towards the advantages offered by digital publishing.

Expand your audience
A notable advantage of digital publishing lies in its expansive reach. Traditional print publications are confined by circulation limitations dictated by production and shipping costs. Moreover, the print run of a magazine provides a fairly accurate estimate of the audience that will engage with its content, while digital can extend a much farther reach. The absence of physical production and distribution expenses makes it feasible to connect with a vast audience without breaking the bank.

Instant access
A digital magazine can be accessed instantly from any location, any time, through countless digital channels. A simple web-link or scanning a QR code and voila! With Touch Tree you bypass 3rd party App stores and vendors, with the nice benefits of lowering your digital magazine’s technical complexity & resource requirements.

Go Mobile
The big majority of your readers possess smartphone devices. By transitioning to digital publishing, you empower your audience to access a digital replica of your magazine directly from their smartphones.
This accessibility ensures that they can engage with your content conveniently, even when their print copy is not readily available.

Interactivity
While the tactile experience of flipping through a print magazine is unmatched, the digital space offers unique opportunities to drive interactivity that print cannot replicate. I’m referring to features such as video, animations, and 360-degree product displays that can be seamlessly embedded into your digital magazine. Additionally, digital platforms enable you to include content that didn’t make it into the print version, such as extra photographs, videos, or copy originally crafted for your social media channels. Digital magazines provide a platform to leverage surplus content, repackaging it for the reader’s benefit and enhancing their overall experience.

Cost effective
Consider the substantial expenses associated with producing print editions: paper costs, printer fees, and shipping expenses—all of which accumulate over time. However, when your publication goes digital, these concerns become obsolete. While there are still overhead costs to consider, digital publishing significantly mitigates them. The savings generated can be reinvested into your business, fuelling its growth and expansion.

Archive
Back in the pre-computer era searching for specific content meant sifting through endless pages of material. Today, you can digitise all your previous editions and make them available for your readers at the click of a button, where they can use specific search terms to access content, like they do on google.

Data driven
Digital magazines provide comprehensive analytics insights, allowing you to gain a deeper understanding of how readers interact with your publication. You can track popular content topics, analyse which pages they engage with the most, and pinpoint where they exit your magazine. Armed with this data, you can refine future editions and implement strategies to enhance reader engagement. Moreover, this data-driven approach offers an effective means to gradually increase advertising rates over time.

Green and sustainable
Going digital not only benefits your publication but also contributes to environmental sustainability. It takes approximately 3 gallons of water to produce a single sheet of paper. By embracing digital publishing, you have the opportunity to transition a portion of your audience to a medium with a more environmentally friendly footprint. At Touch Tree, we support our publishers by delivering digital magazine content through Amazon Web Services (AWS), a platform committed to utilising renewable energy and implementing a global sustainability strategy to minimise environmental impact.

Easy to update content
One of the key advantages of digital publishing is its ease of updating content. Unlike print, where mistakes are permanent once ink meets paper (like my regrettable double denim incident), digital allows you to swiftly rectify errors with the click of a button. Gone are the days of magazine recalls or wasted print runs due to unusable copies. With digital publishing, changes can be implemented instantly and seamlessly pushed out to devices, overwriting any incorrect digital editions. This ensures that your audience always has access to the most accurate and up-to-date content.

Additional digital advertising revenue
Anyone who has ventured into selling ads for a print publication understands the challenges involved. In contrast, digital publications streamline the advertising process. Leveraging the data you collect enables you to tailor your sales pitch effectively, as advertisers are more inclined to invest in ad space when they have a clear understanding of their target audience. With Touch Tree you can create, change and sell ads at will, plus connect them to articles, magazines and external web pages. This allows the flexibility you need to serve new and existing advertisers.

Flexible Content
Print publications impose limitations on the type of content you can deliver, primarily confined to photos and text. However, with digital publications, the creative possibilities are virtually boundless. Experiment with video content and digital-exclusive offerings that extend far beyond this realm. If you can conceptualise it, you can include it in a digital publication! With Touch Tree you can also create articles and highlights that promote your content.

Social Media
All you readers love it, they use it daily and it’s where they connect with friends and family. Your digital magazine can be part of their digital ecosystem, where they are reminded of interesting articles, new issues and more