digital publishing
The Informed Executive reports on the Yudu Pro digital publishing system used to publish
this edition, and discovers that readers can create their own publications without charge.
Keeping the quality of print
publishing at a fraction
of the price and with
a much smaller
carbon footprint
The fact that you are reading this edition of The Informed Executive on a computer screen
rather than as pages in a conventional glossy magazine is very much a sign of the times.
There were many reasons why the title’s publishers abandoned paper at the end of 2007.
Conventional printing has major financial implications which prompted the conversion of
this magazine to an electronic format.
Paper prices had been rising, for example, and there could be reduced dramatically: there is no plate-
was the cost of posting out a magazine weighing making and page-proofing, let alone booking
around 300 grams apiece to readers the length and machine time to print the magazine in sections before
breadth of Britain. stitching these together to make up an edition. And
There was the waste factor to consider. On the there was suddenly no seven-day delivery delay
grounds that any given reader of a typical magazine simply to secure the lowest postal rates.
will be interested in just a proportion of the features Finally, there is the divine law of publishing which
between its covers, the publishers could be confi- states that, no matter how thoroughly an edition has
dent that they were posting out perhaps 150 grams been checked for typographic errors and missing
of paper to each address, knowing that it would be captions, at least one of each is guaranteed to be
discarded unread. noticed . . . just as the magazine rolls off the presses.
And that brings home the environmental impact
of the printed word, whether read or rejected out of
hand: seeing the stacks of paper by the side of the
Improving publishing process
presses, it seemed as though each edition was strip- There had to be a better way of distributing the con-
ping bare a forest the size of Kent. tents of The Informed Executive, however, without re-
sorting to a free-format HTML newsletter. There were
Reducing time to completion
two options – to use one of the digital publishing
systems which retained the appearance of a maga-
Operational factors made the case for conversion to zine, but on the screen, or publish each edition as a
electronic format even stronger. The time between collection of PDFs which readers were free to read,
completion of an edition and its reaching the reader download, or pass on to colleagues.
A combination of rising paper prices, higher postal charges and waste of resources prompted
the conversion of this title from a traditional glossy magazine to an online format in 2007.
The Informed Executive
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