Cognitive delivers news and information via three news brands for the UK’s public sector, health service, and rail industry.
The publisher says it made the decision to move solely to digital to reduce the environmental impact of producing and distributing printed copies. BlueToad and Cognitive Publishing signed an agreement in 2020, and the partnership began with the digital transformation of all three of its news brands: Rail Technology Magazine, Public Sector Executive, and National Health Executive.
“Our readers and customers are concerned with saving the planet and reducing their carbon footprint, and they’re becoming increasingly more responsible about the decisions they make every day,” said Roy Rowlands, Publishing Director at Cognitive Publishing. “From reading paper magazines to single-use plastics, our customers and staff are conscious of how humans are negatively impacting the environment. We believe this step shows our commitment to zero waste and hope that others follow our lead.”
In addition to reducing its carbon footprint, Cognitive Publishing sought a mobile-friendly platform that would include interactive digital content experiences, rather than just a pinch-and-zoom PDF version of each magazine. Through increased reader engagement, the company also looks to drive return on investment for its advertisers, says BlueToad.
BlueToad first worked with Rail Technology Magazine to create a digital edition that importantly includes the same striking covers and designs of print, but also provides a responsive and immersive digital experience that works on all devices and platforms. Through Amazon Polly’s text-to-voice technology, RTM readers can even listen to expert analysis while at work or in transit.
“Cognitive Publishing’s pivot to digital was an important decision that shows its commitment to its partners and readers,” said Paul DeHart, CEO of BlueToad. “This move is not only a green choice but is beneficial to advertisers as well due to options like audio, video and interactivity. Digital allows a greater connection with readers, making this shift a win for all parties involved.”
Rather than just flipping the pages of a digitized version of a print magazine, BlueToad says its solution provides mobile readers with a responsive, device-friendly experience that seamlessly integrates additional content, rich media, and brand experiences.
“Digital editions must engage readers in new ways,” said DeHart. “The industry has evolved to focus on creating valuable content experiences. Through our platform, publishers can analyze what experiences capture the reader’s attention and can use that valuable feedback to help guide the direction of their brand.”
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