From the Publisher
Will That be Paper or … Digital?
by Pat McCarrell | Published in June 2007 Departments
If you’re holding a paper magazine in your hands, then there isn’t much difference between this month’s issue and last month’s.
The headlines are all different, of course, but below them is the same award-winning content you’ve come to expect from the Event Solutions team.
On the other hand, if you’re reading this on your computer screen, you’ll have noticed some major changes to the delivery system we use to deliver the digital edition, which we have been producing for several years.
Those changes — the work of technology company Texterity — are designed to improve the experience of our readers, as well as add value to our advertisers.
Because of improvements to technology, the digital version of this magazine in many ways is easier to read than the paper version. Rather than turn page after page, you can click from the table of contents directly to the stories you’re interested in reading.
In a recent survey certified by BPA Worldwide, Texterity found that digital magazines are becoming more popular among readers.
The second annual survey found that 88 percent of readers are “very satisfied” or “satisfied” by their digital edition, while 44 percent of respondents have reduced their use of print, compared to 33 percent in 2006.
Respondents cited, in order, “the ability to search issues,” “ease of saving,” “environmental friendliness” and “more convenient than print” as their four top reasons for reading digital editions.
This means a lot to our advertisers. The more readers see improvements in the way digital magazines are made available, the more likely the reach of these marketing vehicles will impact the way they do business.
According to the 2007 survey, conducted in March and April, 90 percent of digital magazine readers took action with a product or service promoted in the digital version, while 65 percent of readers visited the advertiser’s website.
Digital editions are also potentially reaching users with actual buying authority, as the median age for a digital magazine reader is 45 with 17.5 years of industry experience.
Though we have been delivering the digital version of the magazine to many thousands of readers for some time now, those readers have not been counted in our official reports to advertisers.
That will change at the end of the year because BPA, the company that assures advertisers that a publisher is delivering magazines to the readers they say they are, will officially recognize this readership due to the technology changes we’ve made.
The Spotlight is on You
Speaking of technology, it’s time to start figuring out who the best and brightest in the events and meetings industry are. And for the second year in a row, voting for the Spotlight Awards will be conducted entirely online.
You can see a complete list of finalists beginning on page 14, and their full profiles are just a click away (if you’re reading the digital edition). If not, you’ll have to put the magazine down and take a gander on www.event-solutions.com.
Using the online system, you’ll send a message about how you define the ultimate in event success — and the first vote you cast will be for technology, for taking advantage of opportunities to learn how to do your job better and for the continued evolution of this incredibly dynamic industry.
About the author: Pat McCarrell
Pat is the publisher and editor in chief of Event Solutions magazine.
Contact: pat@event-solutions.com