Thinking about offering your magazine’s readers a digital-only option, but not sure if you should? REALTOR® Magazine is taking the leap – here’s how and why they chose to do it now:
REALTOR® Magazine, published by the National Association of REALTORS®, serves as “the business tool for real estate professionals.” This month the magazine will launch a “Digital Only” option for readers who don’t want print.
“Our goal is to find the sweet spot where we save money on printing and postage without eroding our advertising revenue,” says Stacey Moncrieff, vice president, Business-to-Business Communications.
REALTOR® Magazine didn’t rush to go digital. The magazine’s editors already produce a robust website. Even zoomable, linkable text and the ability to embed videos didn’t convince them that digital editions were user-friendly enough, Moncrieff says. It wasn’t until fall 2012 that REALTOR® Magazine added a digital edition. [Read more…]