Wolters Kluwer Sees 68% Boost in Overall Engagement With Tablet Editions Added to Mix
Wolters Kluwer, a publisher of over 280 medical journals, has embraced DPS and is seeing a rapid and exciting transformation of its business.
Journal reading and access preferences for doctors, a core target audience for Wolters Kluwer, have come a long way in the past five years. Rather than sitting at their desks reading printed journals, more and more doctors are accessing portable, online content in between patient visits. When tablets hit the market, the publisher recognized the opportunity they presented to reach audiences in new ways. In 2011, Wolters Kluwer began expanding into digital publishing with the goal of translating static content into exciting reading experiences—complete with audio, video, slideshows and interactive advertising—that would complement popular printed journals and website.
“It’s about overall audience engagement,” says Chantal Kolber, Director of Digital Advertising Strategy. “For us, it’s not a digital, print, or online edition. It is the journal. It’s a whole.” This approach has paid off. The company has seen overall engagement of an average journal’s content—available via print, tablet, and web—increase by 68%. ”One is not cannibalizing the other, it’s adding more interaction with the publication as a whole,” adds Kolber.
In rapid succession, Wolters Kluwer created apps for over 150 journals and immediately saw this new platform benefit readers, authors, editors, and advertisers. Over a six month period, the digital journals had over 1.2 million visits; readers returned to an issue two to three times, eventually consuming all of the information in that issue; and time spent on individual ads was 5 to 20 seconds. Being able to share ‘time spent’ with advertisers has been very powerful for Wolters Kluwer. It proves to the advertiser that the digital platform turns a basic ad exposure into an educational experience that is worth investing in.
Wolters Kluwer believes that the enterprise edition of Digital Publishing Suite is a solution that will get help it reach 200 to 300 journals very quickly. And the company is well on its way.
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