Making Your Replica e-Edition Successful

Publishers understand the value of the replica e-edition: it mirrors the print product exactly and is ideal for reaching out-of-town subscribers tired of postal delays. Yet despite its convenience, adoption among these readers is often slower than expected. A common question we hear is, “What are the best techniques for increasing digital circulation?” Below are proven strategies that can help.

Use the e-edition to quickly satisfy complaints about missed deliveries. When a print subscriber contacts the paper about a missed issue, your circulation team should:

• Email the subscriber a link to the e-edition for immediate access.

• Still follow up with physical redelivery if necessary.

To implement this effectively:

• Provide circulation staff with access to an unprotected link to the current e-edition.

• Train staff to ask for an email address and send the link.

• Maintain a database of acquired emails for future promotions.

This not only resolves the issue quickly but also introduces subscribers to the e-edition and helps build your email list.

Digitize special editions such as:

• Annual Visitors' Guides

• Quarterly Business Reviews

• Monthly Lifestyle or Events Supplements

Use them as promotional tools. For example:

• Offer a digital Visitors’ Guide year-round through the Chamber of Commerce or Visitors Bureau website.

• Encourage advertisers to see their content promoted online beyond the print cycle.

• Highlight the digital accessibility to readers and community partners.

Use creative promotions to boost trial and subscription rates:

• Offer free trials with a limited-time login.

• Hold giveaways (e.g., iPads or free subscriptions) to drive signups.

• Use e-edition trials as an entry point — eType has had great success converting registrants into paid subscribers.

Encourage readers to explore the digital edition during the trial period, then follow up with discounted offers to convert hesitant users.

Offer the e-edition free to current print subscribers. This approach:

• Helps gather email addresses.

• Provides additional value to your existing readers.

• Encourages digital engagement, especially for out-of-town subscribers.

After 6–9 months, consider rolling out an “All Access” package that includes both print and digital — a move that typically doesn’t result in significant cancellations.

Inspired by the Tula World Model, invite multiple users in a single household to register for the e-edition at no additional cost. This:

• Increases circulation counts.

• Aligns with NNA guidelines for digital readership.

• Promotes wider engagement within households already receiving the paper.

Designate one publication per week as a “Free Friday” edition. Promote it heavily with:

• Website banners

• Email blasts

• Social media ads

Results show that 10% of users on that day will return to subscribe, making it an effective tool for audience growth.

When a subscriber calls to cancel, offer the e-edition free for a limited time as a retention tool. It’s inexpensive and:

• Gives the reader continued access to your content.

• May convert them to a digital subscriber even if they don’t return to print.

In Summary:
A successful e-edition strategy isn’t just about making the product available — it’s about creatively promoting, training your staff, capturing email addresses, and using trial incentives and retention tactics to build a loyal digital audience.