Rob Ristango says, “Many traditional publishers have prematurely thrown in the towel on digital. “I have a website, but no one wants to advertise on it.” “I have an iPad version of my print magazine, but only a tiny fraction of my audience subscribes.” “I have made pdf’s of all my articles but no one is downloading them.”
The problem is not that content creators cannot make money in digital. The problem is digital facsimiles of print products are not what the customer wants. Data support this. For example, according to the Alliance for Audited Media, digital editions represent only 3.8 percent of total circulation (paid, verified and analyzed nonpaid). Even for the top 25 best selling digital editions, digital accounts for only 12 percent of total circulation.

Digital Is Not a Technical Challenge; It Is a Psychographic Challenge
Many publishers view digital as a technical problem to solve. These companies follow the “if you build it, they will come” mentality. Because they have a digital edition, a website, and maybe even a mobile app, they think “mission accomplished”.

Digital Does Not Mean “Just Build a Website”

HubSpot

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