One of our regular medical magazines took a “virtual” step this week, releasing a digital version of the publication on the Apple iPad.

The digital platform allowed us to have unique interactive features, for example, in place of the welcome note, a welcome video from the Managing Director was included. This was a really nice touch as it personalises the experience for readers. Each print layout was adapted into the digital format. Certain areas had to be changed in order to make the most of the new platform. In place of web links in the print version, we added direct links to websites and the references mentioned within the articles. The digital version also included an adapted drop-down contents menu, which links directly to the listed pages. Readers can add personalised bookmarks so they can go back and pick-up from where they left off if they don’t get through the magazine in one sitting.

It is difficult to suggest that one medium is better than the other. In a perfect world, you would have both a digital and print version because they complement each other well. The digital version has a far greater reach and can be downloaded by anyone, anywhere who owns an iPad and has downloaded the correct reader, whereas the print version is distributed (usually) regionally and goes directly into the target audience’s hands.

The digital versions, that are available on platforms such as the iPad, are not always accessible to the people that are being targeted, a print version would, therefore, ultimately serve its purpose by communicating with the intended audience. It does work well to have both – you have a wider reach, and you know the magazine has already been handed to your target audience.

In the future, it would be a treat to see more print magazines adapted into the digital format. Trends indicate that the industry is definitely moving in that direction.