Postmedia cutting through the clutter marketing their digital titles.

For publishers, it’s important to find new and unique ways to market and distribute their titles in the digital space.  Some create customized ads in their print editions directing readers to their digital titles, others find prime real estate on their websites to advertise their online publications, and many put their titles on PressReader giving them access to millions of readers from all around the world.

But the honest truth is: most publishers don’t market their digital publications at all! They disregard the importance of their digital editions and forget about what their readers really want.

When we discover that one of our publishing partners is thinking outside the box and coming up with creative and innovative ways to market their digital editions, we like to make a big deal out of it.

Postmedia, whose titles include National Post, Vancouver Sun, The Province, Ottawa Citizen, Montreal Gazette, The Star Phoenix, Edmonton Journal, Leader Post,The Windsor Star and The Calgary Herald,  is running a campaign that should inspire other publishers to do the same.

The promotion, entitled Spring Reading, offers readers an exclusive bundle: a Kobo Arc 7 Android tablet with the purchase an 18-month subscription to one of Postmedia’s publications.  A month-long subscription alone costs readers $9.99.   With the combo price of $179.99 (plus tax, shipping and handling) it’s a no brainer – get an 18-month subscription which would normally cost you $180 and receive a brand new Android tablet…free!

Front Page Print Advertising

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This is a great example of how publishers are using clever bundling and marketing to grow audience and revenues. Offering subscribers a tangible product with their digital edition sparks conversation and encourages positive word-of-mouth.

Ottawa Citizen ePaper Website

Ottawa Citizen_website

Although Postmedia labels the promotion “Spring Reading” they are clearly aiming to engage with their digital readers all year round.  Readers can now enjoy their digital editions when they’re snowed in, on vacation or if weather halts the delivery of their printed product.

So, a shout out to Postmedia for a beautifully executed campaign, and for setting themselves up for future marketing opportunities centered around their digital editions.

Check out how they are winning at marketing this incredible deal!  It might spark a creative idea to help you market your digital title in an innovative way.