Digital versions for print stable

According to Contact Media MD Sean Press, the move will strategically position the company in line with emerging global digital media trends, as well as carving out a niche digital media platform locally.

"With our digital editions, we are capitalising on the opportunity to better serve an evolving segment of our readers. As niche publications, we are also able to interact more effectively with our readers, both from an editorial and advertising content point of view.

"With rapid advancements in Internet and cellphone technology, Africa is fast embracing the digital media format and the potential market is growing daily."

Recent Internet usage statistics reported in the June 2008 edition of www.internetwordstats.com show that more than 51 million users (14.3% of the African population) are surfing online.

This 'digital shift' is echoed by a survey conducted by US-based Texterity - a leading provider of systems andservices for the creation, delivery, and tracking of digital editions of magazines - revealing that 15% of SA readers prefer digital publications to print due to their immediacy and ease of access.

According to Press, people also still need to be educated about the difference between a true digital publication and those currently offered as an add-on to a website. "Many established publications do have a website offering; however, only certain articles are made available -and the interface is that of a website and not a virtual magazine. This is not a true digital publication offering which offers the reader an exact page by page replica of the publication."

Talking benefits, Press noted that the increased level of reader interactivity with niche titles, as opposed to the more mainstream versions, applies not only to the immediacy between reader and title, but also the advertising. "The digital format allows readers to interact and explore adverts with myriad applications. This can be in the form of, among others, creative click-throughs and surveys, all enhancing the reading experience while providing up-to-date demographical reader information to advertisers."

The niche digital format reportedly also allows advertisers to track the effect of their campaigns more accurately while being able to incorporate video, sound and 3d effects.

Press explains that “it was a logical step” to take both titles digital as the market they appeal to are the higher LSM, often referred to as trendsetter and opinion formers from various sectors of business and commerce. Both brands embody the philosophy and essence of what has ultimately 'Brand SA' encompassing incredible diversity and the dynamic fusion of different cultures and people that constitute the SA business context.

"This environment is driven by trendsetters in the political, business and financial arenas, new ideas and innovation. Both titles are going from strength to strength and the natural progression was to increase and expand the distribution to beyond our borders, this has been made possible overnight by digital technology

"Though we are still far away from a paperless society; digital publishing is the next logical step to providing an environmental and economically viable solution to the challenges faced by publishers in the industry," concludes Press.