Custom magazines: where digital page-turn editions fail

Threatened by the rise in paper, printing and postage costs, online custom magazines rejoice an increased interest. They are seen as a more efficient, but equivalent alternative to offline custom magazines. Most digital custom magazines, however, contain an electronic replica of the print version. Our study explores the question of whether online page-turn custom magazines are an equivalent alternative to offline custom magazines. Based on our survey results we conclude that custom magazines have a bright future online. Replicas of the print version, however, are not the future of the industry since the facsimile copy of the print edition in a digital page-turn format does not stand up to print. Paper still ‘feels’ good and holds a much stronger position, compared to online magazines, in terms of reach and average reading time. Another benefit of offline custom magazines is that customers in general, and women in particular, prefer offline, since it offers them something tangible and physical they can hold and engage with. In sum, there is still place for print content in the digital age and before we move to jettison the magazine, let us fully understand what it is we are possibly throwing away