Hot off Desiree's speaking engagement at the Magazine Association of the Southeast, we speak with an award winning publisher Rajesh Jyotishi, publisher of Khabar Magazine. Khabar is focused on the Southeast Asian community of Georgia and surrounding areas.
The topic of magazine publishing and content creation is very interesting taken as a bellwether for the direction that internet development is headed. As consumer electronics in the form of an iPad become more prevalent with widespread adoption, the magazine industry and publishing in general will be looking at everything from production and distribution to revenue opportunities of the future. It is great to have an industry leader to discuss the way some publishers are dealing with the changes.
The business model that RJ has employed for the course of his 17 years as a publisher is one where the costs are subsidized by the advertising revenue only. This allows him to publish a free digital version on his web site that can be read beyond his geographic target audience without cannibalizing any revenues. This also provides some added value to his advertisers who might in fact reach some customers outside of the Georgia area.
The application provider, or digital publisher, that RJ uses for Khabar is called Page Suite. There are competitive companies that are also looking to help bring digital publications to the web. Another option would be Issuu.com. At the very basic levels these services allow you to turn a print document into a robust format that includes links, embedded video and reporting features for a solid business option.
There does need to be some distinction made between publishers building applications compared to creating a simple digital version of a magazine. Popular Science magazine has been a well used demonstration version, and this is a great video that explains what their development team had to consider when building the app.
As you can see, building a magazine app is completely different than taking a current print edition of a publication and turning into a digital form.
From a publisher's perspective, RJ considers it a necessity to have a print edition to compliment all of the digital options that are available to us today. His belief is that many will still want to have the tactile interaction with the content, especially with his niche audience.
Desiree's straw poll was that it is an even split regarding preferences for digital over a print version at this point. Other factors to consider in a digital publication is the ability to include affiliate marketing or performance marketing links which provide real ROI to an advertiser based upon reader activities. Also, the social media "sharing" capabilities place additional value to a digital edition.
music for The Bella Buzz is Fallen by Digital Chemistry, available for
download at the Podsafe Music Network.
You can subscribe to The Bella Buzz directly
from ITunes by following this link, and we would be happy to receive listener
feedback and ratings at The ITunes Store.