Yesterday, the weekly print publication PRWeek announced it will shift its distribution from a weekly print publication to a hybrid model that includes a monthly print edition and a weekly digital edition. Does this print-digital model make sense?
Last week publishers considering the "cold turkey" transition from all print distribution to all digital got a chill of their own from Seattle. The Seattle Post-Intelligencer, a local newspaper, shifted from all print to all digital and watched their website traffic plummet by 23%.
Loyal magazine readers are creature of habit. They tend to like things the way they are, which is why they are subscribers to one magazine and not another. I have researched several spectacular magazine redesigns that clearly took their publications to another level, only to hear back from the "loyal readers" that the redesign "looks different, and will take a while to get used to."
The hybrid approach can reduce the “shock of the new” and help readers “get used to it.”
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