How Digital Can Be a Companion for Print

Congratulations, print publishers. You dealt with enormous disruption these past several years and you managed to avoid the same fate as your music industry counterparts. For example, most book publishers still generate 70-80% of their revenue from print. How many music labels can say they generate anywhere near that percentage from CDs?

Is the survival of print a good thing or a bad thing? Rather than worrying about that one, here's the question we really need to think about: Why do we treat these two formats as mutually exclusive?

Depending on what they're doing, why do consumers tend to use either print or digital but almost never use print and digital for the same product?

I'll use myself as an example... Believe it or not, my wife and I still subscribe to our local print newspaper, the Indianapolis Star. Our subscription plan includes a digital version as well as print. When I'm at home I always read print and never bother opening the digital edition; when I'm on the road, of course, I'm limited to a digital-only experience.

Why do I never bother opening the digital edition when I'm home? Because it's just a digital replica of the print edition I read over breakfast. OK, there might be a few extra bells and whistles in the digital edition but they're not significant enough to get me to open the app after I've read the print edition.

The same is true for books and magazines. Digital simply replaces print, so there's no reason to use both formats for any given title.

I think it's time to reimagine digital as a companion to print, not simply a replacement for it.

Today's digital editions are nothing more than print-under-glass. They're digital replicas of the print product. As a result, we tend to buy one format or the other, but rarely both.

I used to publish technology books for IT professionals. Many of those books on programming languages and productivity tools had companion websites. The websites offered additional content, sample files, and other goodies that didn't come with the book. These sites also represented a way for the publisher to dynamically extend the original content with additional elements and coverage, some of which might not have been available when the book was originally published.

I'd love to see the industry evolve to the point where each print product has a digital companion, not just a print replacement. The digital companion would extend and enhance the print experience and would be an optional add-on to the print product. Some of these digital companions could be free but the more valuable ones could have a price.

By the way, publishers could offer these companions exclusively on their websites, converting print customers who bought from Amazon and elsewhere into direct customers. Promote them in the print product and bring those customers to your website where you can build a direct relationship, up-sell, cross-sell, etc.

A couple of weeks ago I wrote an article called Why Johnny Doesn't Like E-textbooks. Maybe Johnny doesn't want the print-under-glass digital edition of the textbook, but I'll bet he'd be interested in a digital companion for the print textbook featuring notes from other students, cheat sheets for test prep, sample quizzes, slide decks from class lectures, and better explanations of key topics from other students and teachers.

Textbooks aren't the only products that could be further monetized with digital companions. Just about any type of content lends itself to digital extension and enhancement. We just need publishers and authors to start thinking of digital as a companion for print, not simply a replacement.