CASE STUDY — Hearst Publishing - Innovation in Digital Delivery

Hearst Electronics Group is the largest publisher of product information to the electronics industry. Their directories, eNewsletters, Web sites, Magazines, Webcasts, Inventory access tools, and databases are invaluable resources for engineers involved in product design. Todd Christenson is Publisher, Electronic Products, Hearst Electronics Group. He is responsible for redefining the digital look and feel of Electronic Products.

Electronic Products reports on important developments in products and product technology. Its editorial content serves as a key information source for engineers and managers. Project Analog helps keep EEs current on the latest technology trends in analog electronics and helps them make better-informed part and technology choices. This special digital publication includes a package of technical articles covering such topics as energy management challenges in personal hand held devices, selecting amplifiers to work with thermocouples, and a look at lens drivers used in handset camera modules.

The electronics market is truly global. As such, many international readers prefer to receive and read digital editions of business to business publications. This is especially true in the Far East, where 80 percent of engineers use e-books in their academic training. Therefore, Hearst Electronics Group decided in 2006 to develop a set of unique digital products that would become a competitive advantage in attracting readers and advertisers.

Todd Christenson has extensive experience with the development of digital editions of magazines. He considers Nxtbook to be an outstanding partner in developing the next generation of digital products. When they embarked on Project Analog, the Nxtbook team suggested a designer and was very proactive about being sure that social computing applications such as del.icio.us and Digg would be available to readers. The content display is more expansive and features a special sponsor bar at the right margin of the page. The cover has an animated contest feature to encourage readers to open the digital edition when it is delivered to their desktops. The Hearst team realized the value of providing their readers with links to other important industry information and developed an Analog News page that has links to content found in their competitor’s publications.

Results

• Their digital editions are distinctive and hold readers’ attention. Their session lengths are higher than the industry average.
• The sponsor bar has been a big success, generating a click-through rate that is four times the industry average.
• The Analog News page has been a big hit with readers and is one of the reasons that their subscribers are such loyal readers of the digital edition.
• Print is not dead! Their number of print advertisers has remained constant as the number of digital advertisers has grown. Surprisingly, the URLs found in the print ads are a major source of traffic for the digital editions.
• They have worked hard at building good relationships with major search engines and get solid traffic from them.

Lessons Learned

• The digital edition and Web site work well together. The Web site promotes the latest digital edition and has breaking product news and a powerful product locator search feature.
• To serve global markets, sophisticated digital editions are essential. The speed of delivery of information is important to both readers and advertisers. The cost reductions yielded by digital delivery are substantial.
• Their new design features have helped yield excellent reader behaviors that help sell advertising.
• Given the success of the current digital editions, they are now considering a new set of digital-only products.

Gilbane Group Conclusions

• Their bold decision to link to content in their competitor’s publications has paid off in more frequent reader visits as they become more fully integrated in their readers’ quest for finding the right information from credible sources at the time they need it.
• Their new design feels less like a digital edition of a print product and more like a modern Web 2.0 information application. The bookmarking features are easy to use and search is well integrated. These features enhance the readers’ experiences and build loyalty.

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

Digital Magazine Case Study: Bentley Systems

Helping to improve the world’s infrastructure Bentley Systems (www.bentley.com) provides software for the lifecycle of the world’s infrastructure. The company’s comprehensive portfolio for the building, plant, civil, and geospatial verticals spans architecture, engineering, construction (AEC), and operations. With revenues now surpassing $400 million annually, and more than 2,000 colleagues around the world, Bentley is the leading provider of AEC software to the Engineering News-Record Top 500 Design Firms and major owner-operators and was named the world’s No. 2 provider of GIS/geospatial software solutions in a recent Daratech research study.

BE Magazine is a quarterly corporate magazine produced by Bentley Systems. It is a horizontal publication that targets small to large architectural, engineering, and construction firms and owner/operators in four main sectors: building, civil, geospatial, and plant. The theme of the publication is “improving the world’s infrastructure” with a sub-theme of “collaborating across the distributed enterprise”. BE Magazine is available to subscribers only in a digital format and is sent via HTML email to 200,000+ of their customers and prospects. They typically print 20,000 copies for distribution at trade shows, seminars, and Bentley-sponsored events. Carol Minton is the Editor-in-Chief of BE Magazine. It has been her vision to develop a completely digital corporate magazine to serve the Bentley Systems community.

BE Magazine’s goal is to engage an extremely large number of BE users in a format that combines text, images, HTML, animation, audio, and video in a single media-rich environment while featuring a value-add for advertisers by providing individual ad-specific metrics that are superior to general circulation numbers, bingo card responses, and pass-along readership estimates.

Carol Minton has been working to build the BE (Bentley Empowered) brand by establishing a positive connection with Bentley users, resulting in stronger relationships with users and prospective users. To help her reach her goals, she chose Nxtbook because of its technological flexibility. Their browser-based delivery mechanism does not require a download; interactive links take readers directly to more pertinent content; and the capability to print part or all of each publication is very convenient for readers. Nxtbook provides valuable connect time data and statistics, including page views, time spent on page, hits, click-throughs, etc., which BE then forwards to advertisers.

Results

• Open rates of the magazine’s HTML email blasts usually average close to 50 percent, which is extremely high for email distribution.

• Digital “shelf life” has translated into higher readership numbers over time as past issues are electronically archived on BE.org.

• No resources on Bentley systems are required to archive BE Magazines since they reside on Nxtbook servers. They have every issue live in the archives.

Lessons Learned

• The challenge is to find the right balance between providing the interactivity to attract readers to BE and keeping them as long as possible, while also providing interactive content and links that direct them elsewhere. They don’t want readers to leave Nxtbook too soon, risking that they will not return. Carol makes a special effort to include video, sidebars with links, etc., whenever possible.

• They keep all editorial content on the short side so that BE is a relatively quick read that stimulates readers to explore topics further.

• Digital editions offer a timeliness advantage that allows the editorial team to update materials right up to — and even after — the mass email blast has been released to the users.

Gilbane Group Conclusions

• It is the interactivity and linking that helps generate the excellent open rates and strong average session data. The willingness to allow readers to venture beyond the primary publication to further explore their interests makes it more likely that the reader will return to the primary publication’s Web site regularly.

• It is important that the Digital Magazine be well integrated into the rest of the digital strategy. In this case, they do newsletters and printed editions for trade shows, and are planning to add community features such as wikis, blogs, and forums.

• BE is an excellent model for others wishing to develop online corporate publications.

 

NOTE: Excerpt from the 2008 Gilbane Report

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.

 

CASE STUDY - Graduate Prospects - Out of the ashes.

Note: The following case study has been excerpted from the 2008 Gilbane Report.

Graduate Prospects is the commercial subsidiary of the Higher Education Careers Services Unit (HECSU). HECSU is a registered charity that supports the work of higher education careers services in the UK and Republic of Ireland and funds major research projects that benefit the higher education careers sector. HECSU is jointly owned by Universities UK and the Guild HE. Graduate Prospects works in partnership with the Association of Graduate Careers Advisory Services (AGCAS) to maximize the opportunities and support available to all students and graduates throughout their career search.

Graduate Prospects is a fully interactive digital magazine offering the speed and accountability of online recruitment with impact and branding of traditional printed publications.

The Challenge
Graduate Prospects was the first of several publications in the UK devoted to jobhunting for new college grads. When universities started offering email distribution lists for campus recruiting, Graduate Prospects circulation dwindled and advertisers dropped out. Graduate Prospects needed a technology solution that would reduce production and distribution costs, yet retain the character of the previous print magazine and reach the new generation of digital readers.

Meeting the Challenge
For many years, Graduate Prospects had an enduring franchise and very profitable business in providing a printed publication — Immediate Vacancies — that alerted new graduates to positions that had recently become available within their chosen career track. The publication was distributed by mail and via delivery to university placement offices. Unfortunately, the service provided by this publication was replaced by technology as placement offices started to send out new job openings via email. This change caused circulation to drop and advertising revenues to diminish. The ad rates for Web sites alone were too low to sustain the business and the search metaphor of the Web was not ideal for novice job seekers who had limited contexts for their career
exploration.

The management team took this dilemma very seriously and turned to technology to solve their problem. After doing 18 months of research, they took the bold step of launching one of the UK’s first digital-only publications when Prospects Graduate replaced the previous print publication — Immediate Vacancies — that was shut down. Prospects Graduate is an advertorial digital publication that features employer profiles that enable graduates to get a sense of what it would be like to work for certain companies , as well as to learn about their vacant entry-level positions. The editorial team adds content on topics pertinent to securing the best new position.

They chose Nxtbook because:

• There was no viewer download required.
• The compression technology is excellent and makes downloads easy for customers.
• The rendering is very sharp and very fast.
• The Nxtbook management team was very experienced and served as a valuable resource during the transition process.
• Their business model is flexible and fair.
• They have been very pleased with Nxtbook throughout their relationship. The quality of the tech support is excellent and Nxtbook’s designers have worked alongside the Graduate Prospects team to help meet the needs of even the most difficult client.

Results

• The combination of the Graduate Prospects digital magazine and the Web site that includes directories of employers, more advice for job seekers, forums, etc., is very powerful and has reinvigorated revenues and profits.
• The rich media capabilities of digital publications and the opportunity to list new jobs more expediently are appealing to employers/advertisers.
• The traditional magazine format could be browsed in a fashion similar to the previous publication.
• The digital profiles of employers migrate from the magazine to the Web site and are popular with graduates.

Lessons Learned

• Graduate Prospects and the Web site are completely complementary. Together, they make a very attractive offering to employer/advertisers.
• The graduates like the traditional magazine browsing experience when it comes to looking for jobs. The Web site has some of the same content but is very search oriented. Search works well for graduates who know exactly what type of job and which employers they are seeking. However, for many graduates, browsing exposes them to a wider range of opportunities and helps them find jobs that are interesting and often exceed their expectations.
• A traditional print magazine is not necessary to launch a successful digital magazine.

Gilbane Group Conclusions:

• Graduate Prospects’ previous franchise product was killed by technology, yet it was technology that helped them rebuild the product mix in a fashion that is even more appealing to advertisers
• While rich media isn’t yet fully deployed, the potential upgrade for serving today’s visual graduates is outstanding and will provide new opportunities for Graduate Prospects and their customer for many more years to come.

CASE STUDY - Information Today - Creating a hybrid media reading experience

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

Information Today, Inc. is a leading publisher and conference organizer in the information and knowledge management industries. The company is widely known as the publisher of premier information and knowledge management titles such as EContent, EMedia, Information Today, Searcher, ONLINE, Computers in Libraries, CRM, and KMWorld. Bob Fernekees is Vice-president-Group Publisher for Information Today. His knowledge of high value digital content has been an essential ingredient in the transition from a print to hybrid media environment.

Streaming Media magazine is a quarterly resource for executives and technology managers who use online video and audio for both business communication and delivery of consumer content. Each issue of Streaming Media magazine focuses on a special theme and every issue offers must-read features, commentary, and reviews for readers in all markets. Streaming Media magazine is distributed in both print and digital editions. Written and edited by industry practitioners, experienced users, and streaming business experts, Streaming Media magazine is the trusted resource for organizations investing in enterprise, news/entertainment, and education applications for streaming and other digital media.

Online audio and video are now the delivery method of choice for both business and consumer content, and Streaming Media magazine covers the processes, products, and services that make it happen. Streamingmedia.com is the number one online destination for professionals seeking industry news, information, articles, directories, and services. The site features thousands of original articles, hundreds of hours of audio/video content, weekly newsletters read by more than 40,000 subscribers, and a wide range of services and resources dedicated to the streaming media industry. Streaming Media’s aim is to
supply the community and those corporations implementing the technology with unparalleled information online.

The Challenge
The Information Today management team set the specific goal to moving subscribers from print media to a hybrid print and digital reading experience. Their publications are free and targeted towards groups of readers with specific professional interests. Creating the richest reading experience helps readers connect with their content more often and for longer periods of time. This helps them to generate additional advertising
dollars.

Meeting the Challenge
Information Today has 12 magazines. Streaming Media is at the forefront of their digital publishing initiative and is the publication that most often experiments with new digital functionality. The team selected Nxtbook because of the ease of deploying digital editions and the very strong support for rich media. They like the Nxtbook business model and find them to be excellent publishing partners.

Results

• They have had success in lining up sponsors for specific issues, including a newsletter promoting the digital issue.
• Because of their name and industry focus, Streaming Media advertisers and authors incorporate high-quality rich media. These links give some excellent examples of rich media in action:

http://www.nxtbook.com/nxtbooks/crmmedia/crm0407/,
http://www.nxtbook.com/nxtbooks/NXTbook/bestofnxtbook/index.php?startpage=32,
http://www.nxtbook.com/nxtbooks/NXTbook/pubrecguide/index.php?startpage=14

• The associated Web site has lots of video, audio, and flash and is very well coordinated with the magazine and conferences. All aspects of the brand attract more people to the community and help sell more advertising and conference registrations.
• Their media kit is totally digital. The sales team likes to be able to demonstrate where the ad placement will be and to show typical digital ad performance data.
• Advertisers love the tangibility provided by Nxtbook’s reader statistics package.
• They now attribute 70% of their revenues to digital publishing efforts.

Lessons Learned

• They prefer to provide both print and digital editions to all subscribers. The digital edition offers faster delivery of content and better searchability and linking, and is more vivid because of the rich media content and advertisements.
• The print edition is the physical presence that provides credibility for the publication. Readers still like to browse the printed edition.
• They experimented with online communities but had only modest success. The popularity of their conferences suggests that community is an important part of their franchise and they plan to try another set of online communities in the near future.
• Their publications are all free, so the goal is to generate eyeballs and clicks.

Gilbane Group Conclusions:

• The Information Today team has an outstanding grasp of how to offer a hybrid reading experience for their subscribers and new opportunities for their advertisers.
• Because digital editions are relatively inexpensive to produce, the incremental advertising opportunities and revenues easily justify the additional costs.