How do readers react when a print publication decides to move exclusively to the online world? Well, the reaction can depend on how the editors break the news to their audience and welcome their feedback, as Folio’s Matt Kinsman reports in this fascinating blog post about Linux Journal’s move to online-only. All publishers can learn a lesson from some of the things Linux Journal did right:
- Set up a forum for paying subscribers to voice their opinions and concerns. Even though the most vocal posters have been against the move, just giving subscribers a place to vent is a good PR move.
- Set up a separate forum for non-paying readers — good move in also including this voice in the conversation but giving them a separate venue.
- Took feedback (see editor’s comments in above blog post) that PDF and app versions of the magazine are not enough and now are developing an .epub version of the magazine though the process if more difficult than other digital versions.
When the Linux Journal editor commented on Kinsman’s post, she had some fascinating news: the publication more new subscriptions the day we made this announcement than we have in a really long time. “I don’t know if it’s because of the increased visibility (thanks to press like you, Matt 🙂 ), if it’s folks just wanting to support us, or if it’s because of the new formats of Linux Journal coming around the bend. I suspect it’s a mix of all of the above, but whatever the case we’re thankful to our community,” editor Carlie Fairchild wrote.Takeaways: If you’re considering taking your pub digital-only consider how your readers may react and give them a place to voice their opinions, think about what digital options they’re really looking for (not just the ones you want to develop) and consider the change an opportunity to bring in a new audience.
