There are the obvious benefits to digital publications; from lower production costs to ease of distribution, one often forgotten benefit is the wealth of information and revenue each archived issue of a digital publication contains.
In fact, back issues have never looked so good! Digital publications are capitalizing on back issues like never before and readers are finding new-to-them content that reaffirms their brand loyalty. As digital publications are rounding out their libraries with multiple years’ worth of content, readership statistics are pointing to back issues for renewed revenue and/or added value for future revenue.
Take a step back from this week’s production calendar and look at your library as a whole. Envision using your past content in a synergistic way with current content to leverage new income. How can you relate your newest issue’s content with an issue from two years ago to provide an in-depth experience for your reader? By engaging them with a connection to a back issue and keeping your reader reading and re-reading! Each time you do this, you’ve enhanced the value of the advertisements purchased in that long-ago, but-not-forgotten back issue.
Break it Down
- Take your new statistics and put pencil to paper.
- Assign the value to your back issue’s relevance.
- Market this enhanced value to your advertiser.
For example, are your shelves lined with back issues of Martha Stewart’s Living? Enticed and devoted readers will buy back issues either from your warehouse or via print-on-demand for a pretty penny. Sell digital archives at an attractive discount; avoid the inconvenient administration of selling print back issues. You may soon find your digital subscribers going back and buying their favorite issues simply for ease of storage!
Don’t overlook the current value of your past work and make it work for you again, and again, and again. After all, there’s great power in competition!
by Andrea Exter, Cofounder
Monarch Media & Consulting, Inc.
This post is part of PR Soup’s “Guest Blogger Series” featuring insights from Austin-area entrepreneurs and business leaders in areas complementary to PR (including marketing, sales, graphic design, web development and more).