The latest issue of AV Specialist’s online edition has evolved to include streaming video clips. “Up until now we’ve had the same content in both our print and online editions,” says AV Specialist publisher Kevan Jones, “but with the introduction of streaming video embedded within the magazine, we’ve now evolved to another level in multi-level communication.”

AV Specialist’s online magazine is produced using innovative NXTbook technology that allows us to incorporate animations, audio files, video clips and other rich media elements that enhance the experience of reading an online publication. “With NXTbook you have all the traditional values of the established print magazine enhanced with the speed and reach of the internet,” explains US-based Jennifer Langley from digiNXT Ventures. “We live in a continuously changing society. With the rise of the Internet and advances in technology-based applications, ideas and concepts once thought impossible have become very real opportunities. That’s what the AV Specialist online edition is all about – adding value to the reading experience by enhancing the magazine with extra content and interactive elements.”

In spite of the opportunity to add rich media content to the online edition, Jones is very aware of the need to keep the magazine easy to read and quick to download. “Many of our readers in Africa are still hampered by slow internet connections so we fight a constant balance between content and file size,” he says, “but new compression and streaming technologies have proven themselves super efficient, delivering acceptable video quality in a fairly small file.”

A subscription to the online edition is free to qualified subscribers and has helped extend readership of the magazine into Africa and beyond. “About 30% of our subscribers now receive only the online edition and we expect this to increase over the coming year,” says Anne Ebrahim, circulation manager for the magazine. “Using the internet as a delivery platform means that we can get the magazine out to subscribers efficiently – wherever they are. No lost mail. No postal delays. A click of the mouse and the magazine opens in a standard web browser on any computer. And we can offer the subscriptions at no cost because of the massive savings on print and distribution.”

Anne recognizes that the online edition is not everyone’s cup of tea. “Many readers still prefer the paper-based edition. They like the look; the feel; the smell. And that’s fine. The print edition’s still around for readers who prefer it. But there’s an alternative for readers who want a turbo-charged edition with additional rich-media content. It’s all about choice and giving readers the information they want – in a format that works for them.”