4 Use digital editions to

Digital editions can allow you to collect email addresses and therefore build an invaluable opt-in database of readers or interested customers. It’s quite straightforward - you make it a condition for readers to input their email address before being allowed to open and view the digital edition.

If your content is strong, readers will be happy to give their email address away in order to read it. The cost of buying-in such high quality data - people who have a guaranteed interest in your title or products – is extremely high and so the savings are immeasurable. In addition to that, you can subsequently use the data to generate additional revenue.

Another clever trick is to offer free back-issue, or some other kind of free content, in return for an email address. If the people viewing the back- issue don’t subsequently purchase or subscribe, you can target them with special offers via email. Conversion rates can be extremely high as it’s a quality database of people who are already interested in your title or products.

If you build a large prospect database, you can also consider sending co- branded emails and third-party offers from relevant parties. This can all add revenue to your bottom line for little effort.

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