In recent years publishers have increasingly looked to newsstand Specials or 'Bookazines' to generate additional revenue in key areas of interest in their genre, incorporating for example multiple 'Classic' or seasonal features into a One-off, higher-priced glossy publication.   Patrick Knight of Magazine Cloner shares the experiences of a number of their specialist publisher clients.

Digital Specials and Bookazines provide global reach and extend shelf life

With a longer shelf-life, higher perceived value and often low creation costs these have proved a popular and profitable market for publishers and have been a hit with consumers looking for a specialised feature on their subject of choice. These benefits still apply in digital, however digital also expands a Bookazine's reach in two ways: instant global distribution gives readers across the world the chance to purchase the title, rather than being limited to one chain in one country, and digital gives the product an indefinite shelf life, continuing to sell after it has been removed from the shops, or as is often the case, has sold out.

Niche publishers already experimenting with digital specials

This realisation has led to a number of publishers putting one-shot products onto tablet app stores, with great success. Using MagazineCloner.com software Blaze Publishing (Sporting Rifle Books) , Anthem Publishing (Music Tech Focus) and Key Publishing (Aviation Classics) have all launched 'container apps' in the last 6 months which include all of the titles released in their popular series to-date. These applications are in addition to the stand-alone apps which the publishers' monthly magazine titles have and each heavily cross promotes the other.

Pricing varies: Blaze Publishing's bookazines are £6.99, Anthem's £5.99 or £3.99 and Key's £3.99. Around £4.99 is about the optimum price.  Anthem Publishing say "The process can extend the life of a print product by 12 months and more, and deliver up to 25% of total sales - in relation to our brands"

By having separate apps for themed bookazine content publishers get incremental exposure on the Apple App Store, including additional keywords, and via cross-promotion can introduce readers to their sister brands. Bookazines can be included within the main magazine app; this works best if the specials are not series-based and are truly 'one-off'.

In addition to distribution on iPad and iPhone, via the Pocketmags network the publishers' bookazines are also available on Android phones and tablets, Kindle Fire, PC and Mac.

Digital-only specials can include rich media and test new ideas

Another growing trend, often seen from Dennis and Future publishing, is the digital-only one-shot. Content re formatted specifically for the iPad to take advantage of the benefits outlined above, and to enhance the offering with rich media where applicable. With no print cost and minimal set-up this is a fantastic opportunity to produce a digital-native product with no long term commitments or costs. MagazineCloner.com has recently released a 'custom reader' which allows one-off (or frequent) 'made-for-iPad' editions to sit alongside standard page-turning versions; perfect for publishers who want to test out digital native products but aren't ready to commit to reformatting on a monthly basis.

This reformatting has seen great commercial success. Attitude magazine has regularly been the top grossing UK Newsstand title since launching its custom version and the free 'V, The Vauxhall Magazine' has received a great response, and thousands of downloads since its launch at the end of November. Digital-only specials also create new advertising and sponsorship opportunities for publishers.

Whilst many large magazines are moving this way on an every-issue basis there is definitely a cost (design resource) which needs considering for the specialist publisher. Digital native bookazines however are a great opportunity to test both the process of creating a magazine specifically for iPad and also a low-cost way to re-use the plethora of timeless, in-demand material which all specialist publishers have.

For more information about the MagazineCloner.com products and service, including print-replica apps, bookazine container apps and their new custom build please contact info@magazinecloner.com or call 0207 608 6337.

Magazine Cloner are exhibiting at the Specialist Media Show on 24 May 2012 and running a workshop on pricing and promotional tips for specialist publishers on the app stores.  Register free now for the chance to be the first to reserve your seat.

To see an example of the custom build please download the free V, The Vauxhall Magazine app and its latest issue