The term "online magazine" has many meanings. New technologies continuously arrive and improve the media, but it has caused the term “online magazine” to become flux. When asked “What is an online magazine anyway?”, some people still refer to a basic html-based version (also known as an ezine), others refer to a flash-based issue with page flip effect, and some do not have a clue about the terminology.
At Zmags, we have seen a quick move in how the market relates to online magazines. One to two years ago, the page flip effect was the real eye-opener. Now, audiences expect and want more.
Besides being optimized to be viewed on a normal computer screen, core features of an online magazine include design, graphics and navigation that are all kept as close as possible to what the print version can provide. The page-turn effect that ensures magazine-like navigation is common nowadays, but nevertheless an important element in the way readers browse and consume content. When flipping through the digital magazine, more information is captured, and readers will instantly focus on anything that captures their attention. This strict way of navigating ensures higher usability and, ultimately, that more pages are read.
How are online magazines used today?
In most cases, magazine publishers use online magazines as a supplement to their printed title. Online magazines can be found on search engines and are easy for readers to share – either directly to friends or through social networks. That provides additional channels for publishers to expand reader scope. Usually publishers distribute the online magazine through a link on the title’s main webpage, which provides an easy way to combine the beauty of print with the interactivity of the web.
A rising number of publishers are taking online magazines even further by adding interactive content and rich media directly on the pages of their digital edition. This includes videos, animations, small games or polls that make the reading experience richer and increase the attention span and average reading time of the audience. For publishers who want to generate additional revenue with online magazines, this is where the fun begins. Adding interactive content in digital ads that entertain readers and make them want to visit the advertiser is the key to success.
Read more about online magazines and how to generate revenue in the free eBook, Profitable Magazine Publishing.
