Magazine publishers are struggling with how to manage their print and digital distribution in light of the pandemic impacting the world’s workforce.  Part 1 of this 2-part post discussed some of the benefits and risks with switching from print to digital issues. 

Here are a some examples of how publishers are trying to maintain magazine deliverability while many workplaces remain closed:

1. Keep print and digital distribution the same as before the pandemic began.
2. Send a digital edition in addition to the regular print issue. Include a message of why subscribers are getting the digital alert might help increase open rates and decrease spam complaints.
3. Send a digital edition in place of the print issue. 
4. Ask people for a temporary mailing address. 
5. If needed for auditing purposes, ask subscribers to complete a short form requesting the version change.
6. Reduce print distribution in geographic areas hard hit by the pandemic now.  Reevaluate on a regular basis.
7. Eliminate print distribution.  BNP Media has announced making this transition, with most of their brands.

If you don’t have email addresses for subscribers, this is the perfect time to start collecting them.  Add a website pop up that promotes new delivery options for subscribers ,or include an ad on your website.

Publishers need to be flexible as work environments change, with balancing readership, advertiser needs, and the ability to print and deliver their products.

The journey continues. Cindy