A recent discussion on the MediaPRO community site prompted me to share my take on digital edition magazine advertising.  Specifically, web based banner ads in and around digital magazines.

I agree with the need for publishers to view their digital editions as a unique brand element. Editorial multimedia and augmented ad or commercial capabilities are also excellent in digital format.  We want our print readers to be excited about the same magazine issue in their email inbox as the digital version to see the “interactive and multimedia version” of the issue.  We also want them to view web based elements that have been optimized for the website.

However, I don’t think a digital edition issue or platform is “monetized” by adding player frame banners or ad serving zones inside the issue.  Especially generic served ads.  Show a bank of text ads or an ad for a product/service with no connection to your brand and you’ll let everyone know immediately the value of your advertising program. Every magazine is different in terms of objectives online, but most publishers want to achieve a quality cover-to-cover browsing experience with their digital magazines.  Let’s not forget that a full page ad in a digital edition is an advertisement (much better than a banner ad) and should be producing ad revenue in that digital display format.  And even more revenue if the ad has been enhanced, optimized, or provides interactive elements.

I feel that relevant ads, quality creative guidelines, within the digital magazine, that enhance the reader experience, and maintain a proper multimedia balance for reader expectations will produce higher long term value and revenue to the publisher.

Please share your ideas and examples of digital magazines that are producing audience development and advertiser results.

Image: Digital Editions Discussion Group from MediaPRO