Is digital the way forward for trade magazines?

AIB has just published the first edition of 2010 of its international media magazine, The Channel.

We're committed to printing copies of the magazine for our subscribers around the world, as well as for distribution at media events we go to around the world.

However, we've been experimenting with digital, page-turning editions and have now employed a new set of software to enable us to publish all our publications online and to offer our 25,000-plus contacts around the world a copy of The Channel - and other AIB publications - on their PCs.

I don't believe that digital initiatives like this mean the end of printing presses or physical copies. Personally, I do prefer leafing through a printed magazine at my leisure (or at my desk) than reading on the screen. Perhaps I'm old-fashioned - but my 14 year-old son also likes picking up and reading printed editions of magazines...

What the new digital publishing means for AIB and its members is that more people have access to our work, and that more people are therefore reading about the activities of our members. We included links to two of our members in the e-mail promoting the magazine as we thought the stories about them were worth highlighting. They've received hundreds of click-throughs, demonstrating that people want the ability to get more context around a story. This is something that cross-media production can really offer to everyone - whether they are in the trade or consumer sectors - and it's something we're encouraging our members to do as well.

Gone are the days of single platform content - and AIB is pleased to have moved into this new multiplatform arena.