We have all come to recognize how digital content experiences are broadly superior to print. For most of us, reading is now done predominantly in digital platforms – eBooks, websites, apps, blogs, email, and more. Unlike traditional print media, digital publications can incorporate multimedia elements like video, audio, and interactive graphics, to enhance the reader’s experience. Digital publications can also be optimized for desktop, tablet and mobile devices, ensuring your members can enjoy your content anytime and anywhere.
The transition from print to digital is evident in the non-profit world, including associations serving members. Traditional print media firms in the US are witnessing a decline; periodical publishing revenue (from things like medical and scientific journals or scholastic magazines) has dropped from an estimated $40.2 billion in 2002, to almost half, $23.9 billion in 2020.
While this decline in revenue correlates with expansions in digital options, the enduring appeal of print media means it isn’t going to disappear. Conversely, the demand for digital publications is projected to have a slow but steady growth, with a compound annual growth rate of 3% from 2022 to 2028, according to a report by Grand View Research. This growth trajectory presents a promising future for digital publications, with expansion of options for non-profit and association leaders to consider.
So, while print isn’t dead, its decline is led by user preferences for digital content. Digital content experiences and efficiencies are preferred by larger proportions of readers – you can simply do more with digital content.
The printing industry is well aware of the challenges it faces. Despite significant efforts to mitigate its impact, there are inherent limitations to how much can be done.
Rather than mandating a complete shift to digital, associations have options. These include placing your members in charge by giving them options on physical media delivery. This approach respects the diverse preferences of all demographics, ensuring that every member’s needs are addressed while demonstrating tangible progress to environmentally-minded and cost-conscious stakeholders.
Digital delivery is superior for driving engagement. Digital platforms facilitate two-way interactions, offering multiple ways to engage with members/customers. With digital, you can take the quality content from your printed publications and weave this content into your wider content universe.
Apps bring together all the disparate back-office systems into a single, unified front-end experience that is convenient, super-fast, always accessible, and provides additional functionalities that are simply not possible with print.
Apps provide specific advantages in facilitating push notifications, ranking content of most value as determined by user interactions, and mixing richer experiences beyond text with videos, audio, and engagement options such as liking, getting poll results, and more.
A great example of this in practice is the Royal College of Psychiatrists British Journal of Psychology. BJPsych is the historic flagship journal for the association, having been in print for over 160 years. This and other publications were recently ported to the RCPsych Journals App, an exclusive benefit to members which brings journal articles, podcasts, and videos into one place.
The app, powered by the MemConnect platform, offers a range of features including access to the most recent journal issues, personalization, and the ability to save articles for offline reading where internet connectivity is not available. There are also plenty of accessibility features (text size adjustments, light and dark mode etc.).
Digital publications aren’t just limited to apps. They can also be web-based. Old-style page-turner user experiences are no longer among the most compelling options:
While digital publications offer numerous benefits, many people still prefer the centuries-old art of print. Digital publications also have an environmental impact, from power consumption to data centers. However, the efficiency of digital contact delivery is far superior to print.
Despite the challenges, the compelling advantages of digital publications, such as expanded content experiences, diversity of user experiences, and additional functionalities, make the transition worth considering.
While AI has been held up as the solution to many of life’s challenges, its benefits for publishers and subscribers are substantial and immediately available.
For example, understanding the evolution of a technology trend traditionally requires extensive research and analysis. AI streamlines this process by indexing vast amounts of digital content, analyzing it, and summarizing key points efficiently. This reduces hours of manual effort, as well as enhances the overall content experience.
From a publisher’s perspective, AI introduces advanced capabilities such as generative AI, which aids in the creation of compelling narratives and summaries. AI-powered search functionalities surpass traditional text-based indexing, offering superior accuracy and relevance through contextual understanding and user intent analysis. Additionally, AI enables more sophisticated tagging, significantly improving content organization and discoverability.
Another benefit of AI in digital content is personalization. By analyzing user interactions, AI can recommend relevant content to enhance user engagement even further. Furthermore, AI facilitates dynamic push notifications, ensuring users receive timely and relevant updates. The integration of AI not only optimizes operational efficiency, but it also elevates the quality of interactions between content and its audience.
When considering a shift to digital solutions for your established periodicals and content resources, it's important to think through several factors to ensure a smooth and effective transition.
While print media still holds its place in the world, the shift towards digital publications is undeniable. The benefits of going digital make it the future of content consumption, and by implementing digital publications for your association, you can significantly enhance the ways you engage with your members.
The consultants and technologists of Cantarus are happy to think with you.