Fastener Magazines Adopt Digital Technology

John Wolz

Advertising-based fastener magazines are taking advantage of new digital technology allowing a duplication of traditional print publications online.
Fastener Technology International was the first North American-based fastener trade publication to launch a digital version of its print magazine with the December/January issue. Fastener & Fixing Europe went digital as 2007 began. American Fastener Journal followed and subsequently added a digital version of its sibling Fastening directory.
Wire Journal International launched its WJI Digital Edition in time to promote the May 2007 Interwire trade show and convention.
Prior to digital versions duplicating the print editions, publishers struggled with how to give advertisers equal exposure online.
“This edition does not eliminate the print copy, it merely provides our readers outside the United States with access prior to the normal delivery of their printed issue,” Chip Marsh of WAI wrote.
“The digital edition takes advantage of technology that allows WJI to completely reproduce the entire magazine. Features include less than 1 minute downloading with a DSL connection, no applications or special operating systems are necessary, and the ability to click on website and e-mail links for instant connection. Readers may download a page or the complete issue in PDF format to read or print at a later time.”
AFJ publisher Mike McGuire termed digitalization as “optimized” for the web. McGuire described digital versions as “easy to read,” “immediate” and “global.” He noted there is no requirement for readers to have special software.
F&FE publisher Jerry Ramsdale pointed out that “colleagues don”t have to wait for a dog-eared copy to circulate the office they can have their own, searchable copy immediately and retain it as a long term reference. We are seeing a clear uptake from companies that already receive the magazine for this reason. ”
Industry readers outside Europe can now read F&FE immediately, without a subscription fee. “This was the key demand area that convinced us it was right to launch Fastener & Fixing Digital and it is the readership area from which we have seen the largest and most enthusiastic response across the globe,” Ramsdale noted.
F&FE is monitoring digital performance and Ramsdale expects it will take several issues before a stable readership pattern can be assessed.
“Added readership is fine but has little real value to advertisers unless it matches their targeting,” Ramsdale explained. Advertisers “will be quick to question sweeping claims for additional geographic coverage and readership numbers if they feel a publisher is just playing the numbers game.”
“We have made a clear policy decision to remain a controlled circulation publication, which means that every registration is scrutinized to ensure it meets our readership criteria. You cannot simply enter “Mickey Mouse” on our registration form and immediately access the magazine. We provide in-depth analysis and insight tailored specifically for fastener industry readership and that is where we believe it should be delivered.”
Auditing for Advertisers
Fastener Technology International, acquired by the publisher of Rubber World magazine in 2006, is the only North American-based magazine to offer advertisers an audit of circulation. In many industries, advertisers avoid unaudited publications.
FTI is audited by BPA Worldwide, which was founded in 1931 by a group of advertisers, publishers and agencies. BPA Worldwide describes itself as “an independent, not-for-profit, self-regulating organization governed by a tripartite board of directors.”
For print, BPA verifies paid and controlled circulation and demographics. BPA expanded into website audits using census-based methodology to document general traffic for non-registered sites, demographics of registered users, advertising activity across an entire site, and ad-specific traffic. BP also audits trade show attendance.
Ramsdale does not expect digital to replace print editions. “We have already had a significant number of people seek reassurance that the print magazine will not be withdrawn which it will not.”
Digital editions increase costs, which will either have to be recovered via reduced print production and postage costs or higher advertising rates, Ramsdale observed.
(Editor”s Note: The entire issues of FIN plus News Briefs postings have been published online at FastenerNews.com since January 2000. Because FIN is subscriber-based and news-based rather than advertising oriented, it is not audited). \ �2007 FstenerNews.com