David Brooks  07.01.2015

I  have recently been telephoned to re-register for the continued receipt of a number of trade publications in a readership audit and given the option of these being delivered as printed copies or by email.


 Coming just after Christmas with a whole pile of discarded wrapping paper, cards, envelopes, crackers and the rest to dispose of, it was easy to opt for the email version. As an advertising agency I  receive a large volume of magazines and while I  don't particularly want to overload my inbox the environmentally responsible choice favours email.

  However, if I was interested in reading the magazines rather than simply checking advertisements have been published correctly, then the paper version would win. The problem is that too many publishers deliver an electronic version of the print artwork. Others use page turning software which is slightly better, but right now I can't think of an example designed to be read on a screen and utilising functions not available to the printed version. Most are the wrong format, portrait rather than landscape and apart from when viewed on large screens require a lot of scrolling around to read text.

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