Everyone is thinking back-to-school, and so are we. As communicators, we are in the business of growing ideas and helping those around us—our colleagues, our members, our customers—learn and stay abreast of the latest in industry research, practices, and strategies. In this issue of Engage, we break down the pros and cons of digital magazines and the multi-platform experience. And, we highlight one foundation that is working to improve K–12 education. Don't forget to check out the new launches, and see what MySpace has in common with New York Fashion Week. If you get even one idea, we'd like to think Engage is worth reading. Happy learning!

industry buzz

Added-Value Web Integration
The New York Times reports most ads in September's Vogue were sold with the added-value of ShopVogue TV—a new Web site offering links for purchasing products featured in Vogue's print ads. The site also features videos, serial shows, and user-generated content.

Vogue isn't the only magazine reaping the benefits of online integration. The redesigned Art Jewelry Web site doubled the magazine's print subscriptions, according to Folio.

Custom Publications Inspire Action
In a new study conducted by Readex Research for the Custom Publishing Council (CPC), 74% of respondents take action as a result of reading a custom publication—23% purchase from or donate to the sponsoring organization. Click here to find out more.

Magazines, Runways...and MySpace?
Social networking site MySpace has entered into a promotional partnership with InStyle magazine by launching a fashion community/microsite right as New York’s Fashion Week approaches. The site will feature magazine content such as "behind-the-scenes footage of photo shoots and how-to guides for applying makeup" and celebrity interviews, while also including user-generated videos and content from fashion students. Check it out!

Disclaimer: Access to some sites may require registration.

diamond in the rough

Making Digital Magazines Click!
by Judy Kirkland

Most publishers agree digital magazines can expand market reach, lower production costs, boost ad revenue and enhance eco-friendliness. The American Council of Engineering Companies finds a digital format option supports member service and education. Other groups feel digital magazines help reach younger or international audiences. But some membership organizations argue that on-screen intangibility and slow-to-load pages could distance members and weaken communities—damaging the brand and print readership.

Digital magazines can support a variety of strategic objectives. For example, as part of its recent launch strategy, Organize magazine posted a digital 16-page prototype on its Web site to help create a buzz and tempt consumers to pick up the full print version.

But what makes a digital magazine successful? Right now, at least, one thing is certain: digital magazines can attempt to replicate the format of a print publication, but they cannot replicate the level of engagement. To help boost readership, a solid strategy is using the digital edition as a supplement to the tangible print version, offering links, video, and search features that surround readers with more of the content and experience they love about your magazine.

How can you decide if a digital magazine is right for your organization? Start by weighing these pros and cons:

Tell us your views on digital magazines—concerns, applications, personal experience, where they fit in your future.

Share your tips...