CASE STUDY - Marine Log - Digital Editions to Katrina Victims

NOTE: This case study was excerpted from the 2008 Gilbane Report.

Marine Log
Delivering Digital Editions to Victims of Hurricane Katrina

MARINE LOG America’s most respected marine industry monthly. It is dedicated to providing marine industry professionals with the information they need to enable them to design, build, and operate vessels, rigs, and offshore structures, profitably, safely, legally, and in an environmentally responsible manner. Today, MARINE LOG’s ability to deliver information has been enhanced by their Web site. Accessed from around the world, it makes frequently requested data available online and brings readers late-breaking news very rapidly. There are more than 30,000 qualified subscribers, and many more readers visit their Web site on a regular basis. John R. Snyder is the Editor and Publisher of Marine Log.

The Challenge
Shortly after Hurricane Katrina, John Snyder realized that his many readers on the Gulf Coast were unable to receive their traditional printed copy of the MARINE LOG by mail. He found that people were using the Internet to communicate during the crisis and decided to launch a digital replica edition to help reach those loyal readers who were so deeply affected by the storm.

Meeting the Challenge
John Snyder was introduced to Nxtbook’s technology platform by his parent company, Simmons-Boardman. He was impressed with the Nxtbook technology and user interface. The compression technology kept file sizes manageable for distribution. The rich media capability allows them to add audio and video to their articles and advertising. MARINE LOG also likes to bundle whitepapers and brochures with the digital edition and has had several sponsored issues.

Results

• The digital edition has been well received and has helped them to increase their circulation. It is especially popular in many distant international markets like the Far East, where many of today’s new ships are being built.
• Because their content is analytical and authoritative, the archive feature is very popular with their readers.
• An unexpected result has been the reinvigoration of their trade show presence, where the digital edition helps them demonstrate their content and rich media capabilities to potential subscribers and advertisers.

Lessons Learned

• The digital edition and Web site are completely complementary. The magazine is devoted to analysis of major trends and new regulations. They use the Web site for breaking news and online polls, and for cross-promotion of their directories and tradeshows.
• They will be expanding their online forums to help build a larger professional community presence.
• As their market becomes more global, the digital edition takes on greater importance.

Gilbane Group Conclusions:

• What started as a response to a storm-related crisis has become an important element of their product/marketing mix.
• Digital replica editions and their related Web sites are especially valuable in vertical markets where there is a need to keep an entire industry abreast of important news, events, research, and analysis. These readers are very loyal, making them very attractive to advertisers.