Highlights: "Success: D-I-G-I-T-A-L" (Pt I)

Part I: "Success: D-I-G-I-T-A-L" with Andy Clurman (Active Interest Media), David Lusterman (String Letter Publishing), Janine Scolpino (Tanton Press), & Jonno Wells (Surfline/Wavetrak)

Digital Publishing = audience

Management of digital publishing resides with audience development team.  Their mission:

·         Treat readers and visitors as customers

·         Stay focused on direct marketing

·         Solicit engagement and feedback

Web+ email = direct mail

·         Traditional dependence on direct mail has shifted to web and email marketing

·         Cost of direct mail = costs of web development

Three Popular Subscription Products:

·         All access:  access to premium web content

·         Premium: premium web access + magazine

·         Club : premium web access + retailer discounts + community

Web visit = sales opportunity

Four Types of Registration Programs:

·         E-newsletters

·         Giveaways with contracted advertising partners

·         Social networking

·         Awards program

Publisher “To Do” List:

1)      Focus on SEO (search engine optimization) and build traffic

2)      Expand e-commerce

3)      Use articles to cross-market products

4)      Add fifth registration option w/free downloads

5)      Make club more visible to visitors