COMM 121_Weeks 1-2.pdf

Weeks 1 - 2 INTRODUCTION TO DIGITAL PUBLISHING COMM 121: Digital Publishing Presented By J.A. SILVA, Lecturer College of Arts and Sciences , BatStateU TNEU Lipa  Define the digital TOPIC publishing; Differentiate digital media OUTCOMES from print media;...

Weeks 1 - 2 INTRODUCTION TO DIGITAL PUBLISHING COMM 121: Digital Publishing Presented By J.A. SILVA, Lecturer College of Arts and Sciences , BatStateU TNEU Lipa  Define the digital TOPIC publishing; Differentiate digital media OUTCOMES from print media; Identify the advantages and usage of digital publishing. What makes your content published online worthy of seeing or reading? What is Digital Digital publishing, sometimes Publishing? called online or web publishing, involves using online technology to create and share digital content. This content can include websites, ebooks, podcasts, email newsletters, and apps. Digital publishing allows content creators to: Reach a wider audience (including mobile users and international audiences) Save money relative to the more expensive method of traditional publishing Analyze website visitor data and optimize content accordingly Collect market research data  DIGITAL MEDIA VS. PRINT MEDIA  DIGITAL MEDIA PRINT MEDIA FORMAT Electronic Printed on paper Websites, email Physical newsstands, DISTRIBUTION newsletters, social bookstores, libraries media, app stores Same upfront costs for Content creation carries content creation, but upfront costs, but PRODUCTION COSTS physical printing and distribution costs are distribution costs are much lower. higher than digital.  DIGITAL MEDIA PRINT MEDIA Instant access is possible via digital Supply chains determine Accessibility devices with an physical access. internet connection. Digital content’s virtual Production and requirements mean it distribution of physical Environmental has a smaller media require greater Impact environmental natural resource footprint. consumption.  DIGITAL MEDIA PRINT MEDIA Digital content can incorporate interactive Print materials lack Interactivity features such as video, interactive elements. audio, polls and hyperlinks. Users can leverage Physical media requires search functions and Navigation manual searching with an hyperlinks to find desired index or table of contents. content quickly.  DIGITAL MEDIA PRINT MEDIA Digital content can quickly Updates or revisions require Updates and easily be updated a new print run. and revised. Publishers can remove Physical books and access to content unless a Longevity materials are susceptible to third party has backed it the elements. up. Depending on publishers’ monetization models, Physical copies generally Cost to Consumers digital content can be cost more. more affordable or free.  Digital publishing platforms such as Digital WordPress and social media platforms like Publishing X (formerly Twitter) and Instagram make online publishing readily accessible for all. Examples Each time someone posts to Instagram or Snapchat, publishes a tweet or shares their thoughts on Medium, they are part of the digital publishing game. And they’re doing it in large numbers: each day, more than 100 million posts on Instagram and spend 25.7 hours per month on TikTok. Online Newspapers Digital news outlets are, more often than not, one of the first things to spring to mind when thinking about digital publications. These newspapers provide access to current events, features, sports and more via websites and dedicated news apps. Digital Magazines Online magazines mimic the look and feel of traditional print publications and are typically accessible via websites, apps and e- readers. Digital publishing platform Issuu hosts National Geographic’s Expeditions magazine, which captures the feel of leafing through a glossy magazine with double-page spreads. Online Newsletters An online newsletter conveys news, updates, or information to subscribers via email or website. An example is the weekly newsletter release of local newspapers, which contains a round- up of our latest stories, some external reading recommendations, and industry news bites. Attendance: Fill out this form: https://forms.gle/NqbDgr4E14QVDSDx6 Digital Catalog While a digital catalog shows the same product listings and associated images as its physical counterpart, it often contains exclusive interactive features such as “Shop Now” buttons, allowing readers to launch their customer journey. The above image from Cuyana is an excellent example of this in action, with users able to get more information about the catalog’s showcased looks and even go straight to the online storefront. eBooks Audiences can read digital books on their computers, laptops, eReaders, tablets and smartphones. Kindle eBooks and Wattpad are the most recognizable examples of this format, with readers able to buy and download digital books via Amazon’s digital publishing platform and Wattpad’s website. Digital Brochures Digital brochures provide information, visuals and details about products, services or organizations. Flywire’s interactive report from 2020 on COVID-19’s impact on the travel industry is a great example of this in action. Not only did it explore the steps the travel industry needed to take to get back on its feet, but it provided calls to action (CTA) throughout to engage with Flywire for a free travel payments assessment. Advantages of Digital Publishing 1. Understanding the Audience Digital media publishers can track a wealth of information about their audience that provides previously unavailable valuable insights. There are many site performance metrics publishers should track, including: Click-through rate (CTR) New vs. returning users Average time on page Scroll depth Pages per session 2. Multimedia Integration Digital publishing can insert more visual and interactive content than traditional methods. Digital natives expect to see videos, infographics, GIFs and links to other media in their content. The best digital publishing platforms enable publishers to integrate YouTube, Vimeo, SoundCloud and SlideShare into PDFs and whitepapers. 3. Cost Savings By eliminating printing and physical distribution costs, publishers can invest more heavily in content creation and marketing. Digital publishing allows media companies to quickly reach new audiences without the associated costs of physically selling copies entering a new city, state or country. At the same time, marketing costs are substantially less. 4. Digital Advertising Print publishers’ ad layout and format options are relatively limited, while their digital peers have more freedom when experimenting. Digital advertising supports multimedia elements — such as videos, animations and social media links — encouraging user engagement. 5. Social Media Exposure Digital publishers can increase their visibility by sharing stories via their social media profiles. For example, the last few years have seen a surge in publishers entering TikTok to connect with younger audiences. These social media networks allow readers to share content, which can lead to more views, traffic and subscribers. Digital Publishing Business Models Digital publishing companies not only have to consider audience building and content creation but also need a clear strategy for monetizing both. 1. Advertising Advertising remains the most popular approach to content monetization because the barriers to entry are relatively low. The publisher has to focus on creating content that drives traffic to their site, which can then be converted into ad impressions and clicks. As traffic numbers increase, publishers can collaborate with one of the best ad networks to optimize their revenue further. 2. Subscriptions The subscription or membership model focuses on users who value high-quality, exclusive content and are willing to pay a recurring fee to access it. Paywalls are vital to making this strategy work, limiting non-subscribers’ access. Publishers value this model because it reduces their reliance on advertising while building audience segments and collecting subscriber data. 3. Affiliate Marketing Publishers can generate additional revenue using affiliate marketing. Publishers that send traffic to a business via an affiliate link will receive a small percentage of whatever sales the brand gets from those users. A well-known example of the publisher affiliate model is The New York Times’ Wirecutter, which includes affiliate links along with its product reviews. 4. Sponsored Content This model involves brands paying publishers to create and promote content that aligns with the brand’s messaging and goals. This approach allows brands to connect with the publisher’s audience more authentically. 5. eCommerce Retailing and eCommerce models are aimed at consumers interested in purchasing specific products and consuming product-related content. Reference: Kemp, A. (2023, July 3). What Is Digital Publishing? The Complete Guide With Examples. SOPD. https://www.stateofdigitalpublishing.com/digital- publishing/what-is-digital-publishing/ Resource Page Use these design resources in your Canva Presentation. Happy designing! Delete or hide this page before presenting. Resource Page Use these design resources in your Canva Presentation. Happy designing! Delete or hide this page before presenting.