Toolkit for
Digital Publishing Awesomeness
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So you want to be a digital-publishing maven. Spend a few moments exploring Issuu’s 25 million-plus publications and you’ll discover magazines on every topic imaginable, thought-provoking daily newspapers, full-color comic books, portfolios filled with incredibly creative work, catalogs and DIY guides. And that will just scratch the surface. Of course, these publications don’t just appear out of thin air. Behind each cover is a story of determination and countless hours put in by passionate individuals. Getting content into a realized form is hard work, and although each of our publishers takes a different path to get there, they all have one thing in common: They were new to Issuu at one point, just like you.
Cover Publisher: x Publication: y Photographer: z
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Ready, set, go! To make your introduction into digital publishing on Issuu as seamless as possible, we’ve filled this toolkit with everything you need to find #Issuusuccess. We’ll show just how easy it is to upload, publish and distribute your publications. We’ll teach you how to use Issuu’s tools and features, as well as social media, to grow your audience and engage with readers. Finally, we’ll explain how to monetize your publications. 1. Creating publications 2. Preparing docs for upload 3. Uploading and publishing 4. Distributing far and wide 5. Growing and engaging with social 6. Using Reader Statistics 7. Generating revenue from publications
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1. C REATING PUBLICATIONS TO SHARE WITH THE WORLD
So where do I start? The hardest part of digital publishing by far is putting your publication together. If you still have a lot of work to do, that’s perfectly OK. Maybe all you have is a magazine idea, or some creative work you need to showcase professionally. Perhaps you’re interested in creating a catalog for your brand. Or maybe you just like the idea of trying something new. Whatever the case, we’re here to help you take the next step.
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1.2 C REATING PUBLICATIONS
Get inspired. Delve into the pages of the many gorgeous publications on Issuu for ideas. Use the Clip feature to archive the art direction, covers and articles you like. You can also pin things to your Pinterest boards as an archive. Creating Stacks of publications with similar content is another way to stay on top of things.
Publisher: Carl Hansen & Søn Publication: Carl Hansen & Søn Main Catalog 2015
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Activate Clip on any document by opening the Clip icon. Then you can Clip a part of the page and share it on your favorite social channel.
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1.3 C REATING PUBLICATIONS
Be genuinely yourself. Figure out what you do better than any other publication, and keep doing it. Don’t get lost trying to copy another publication — just be yourself. There’s a reason your audience is reading you, so be proud of that and keep up the good work.
Publisher: x Publication: Y Image: Z
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1.4 C REATING PUBLICATIONS
Define your brand. Be sure your readers recognize your publication by designating certain colors or a cool font as your own. Stick to a certain writing style or viewpoint, so your readers have no question it’s coming from you. Define these things and your brand will quickly take shape. Publisher: x Publication: Y Image: Z
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1.5 C REATING PUBLICATIONS
Be consistent. Whether it’s your voice, your branding or simply timing, be the publication you say you are. If you are a vegan-cooking quarterly, be sure your hummus recipes come out four times a year. Consistency is key when building an audience, because readers want to be able to rely on you.
Publisher: x Publication: Y Image: Z
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Now on to the bones of digital publishing.
Publisher: Soura Magazine Publication: Issue 40 Photographer: Nick Veasey
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2. PREPARING YOUR DOCUMENT FOR UPLOAD
Little details do matter. Publishing on Issuu begins with the upload process. Once uploaded, we automatically convert your publication to display beautifully for our desktop and mobile readers. Sometimes uploaded documents fail during the conversion process, which typically happens when the document was not properly prepared. Here are guidelines to ensure your uploads are a success. You got this.
File size
File naming
Layout
Regardless of what Issuu
Readers will be able to see
Use single-page spreads only.
plan you’re on, files must not
this document’s name in the
Our system automatically
exceed 500 pages. If you’re
URL and in other places on
converts all documents to
on a Basic plan, documents
Issuu, so instead of “final_
double-page spreads, so if you
cannot be larger than 100MB.
draft_magazinename_date_
upload your publication with
For Premium plans, the
version1234x.pdf,” make it
double-page spreads, each
maximum file size is 500MB.
something more descriptive.
spread will show up on Issuu as four pages. Not good.
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When exporting to PDF, check for the following: Pages Our system will turn your publication back into spreads. Tagged PDF This helps Issuu optimize your publication. Hyperlinks Checking this box will allow us to auto-detect the page-to-page, web and video links in your document.
Exporting We prefer PDF files, but Word (.doc), PowerPoint (.ppt), OpenOffice (.ods,
Having trouble getting your document to upload
.odp), WordPerfect (.wpd), Rich Text
properly? This article will help solve the most
Format (.rft) and StarOffice (.sxi,
common uploading problems, as well as prevent
.sxw) are OK too. If using InDesign,
issues with your future uploads.
download our Export Preset to ensure your PDFs are Issuu-ready when exporting.
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3.2 C REATING PUBLICATIONS
Issuu Templates We’re excited to introduce our brand new set of downloadable magazine and catalogue templates to help get you started. With spaces for photos, videos, text and ads, these templates are perfect for anyone looking to convert their content or start creating from the ground up.
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3.3 C REATING PUBLICATIONS
Video Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat
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3. U PLOADING YOUR DOCUMENT TO Issuu AND PUBLISHING IT TO THE WORLD
Welcome to the big time. Uploading Getting your document from where you are to where we are. OK, first the “complicated” way: Click “Upload” from the top navigation on Issuu.com. When the uploader window loads, drag and drop your document into the window, or click the “Select a File” button to search for it on your machine. Ready for the simple way? Drag and drop your document into any open Issuu browser window. Really, that’s it.
Publisher: SatellitePRO Publication: September 2015
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3.2 C REATING PUBLICATIONS
Publishing Once the upload process completes, you’ll need to add a few details about your publication before it can be properly introduced to the world.
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Publication name Use a name that’s short and sweet, but descriptive enough to distinguish it from your other publications.
Description Write a short, clear description of your document so readers can discover it.
Original publishing date In most cases, your publishing date will be the same as when you’re uploading. When uploading back issues or ones slated for a future release, enter the actual publication dates.
Preview option Designating your publication as a “Preview” means most of its contents won’t be displayed to readers. This cannot be changed, so be sure it’s what you want.
Once everything has been entered, click the
“PUBLISH NOW” button. That’s it! You’re a digital publisher.
Visibility If you want your publication to be unlisted, choose “Private” and only those you share the URL with can view it. This can be changed if you decide to make it public.
Premium features Unlock Issuu’s Premium features to include detected links within your publication; allow readers to download it; or schedule your publication for a future publishing date.
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3.3 C REATING PUBLICATIONS
Draft Mode Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat
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3.3 C REATING PUBLICATIONS
Scheduling Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat
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3.3 C REATING PUBLICATIONS
Back-Date & Reordering Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat
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4. D ISTRIBUTING YOUR DOCUMENT TO THE LARGEST AUDIENCE POSSIBLE
Hello world! Once published, your document is automatically viewable in the Issuu universe on desktops, tablets and smartphones around the globe. With that in mind, it’s important to ensure your work looks great across all platforms. Our Publisher Tools help grow your audience by letting you embed a publication on your site or blog, or by sharing its Issuu link socially. You can even print physical copies to distribute the old-fashioned way!
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Mobile
Linking
Embedding
More and more, people are
The easiest way to distribute
Embed your publication on your
enjoying what’s on Issuu via
your publication is by sharing
site or blog. Visit the “Publisher
mobile devices. Our award-
it. Email the link out to a
Tools” section of Issuu.com,
winning apps make it easy
subscription list, post it to
find your publication in the list
no matter what device or OS
your blog or share it on your
and select “Embed” from the
readers are using. Be certain
social channels. Premium
list of pull-down menu options.
that what they’re seeing looks
users have the option to
Once you decide how it will
the way you have intended
share a standalone reader
look, simply copy and paste
by downloading our iOS and
link, which means readers
the embed code into any HTML
Android apps and cross-
won’t see any community
editor and your publication
checking your publication on
features (Follow, Info, Share,
will be displayed in a fully
multiple platforms, including
Add to and Like) or sidebar-
functioning Issuu reader on
desktop, tablet and mobile.
related publications.
your site or blog. Learn More.
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http://www.carlhansen.com/catalogue/
Printing We may be a digitalpublishing platform, but that doesn’t mean we don’t understand the power of print. Our print-on-demand services allow you to print anywhere from one to 1,000 copies for distribution wherever your potential readers may be. If you prefer, we’ll even send copies directly to your readers anywhere in the world.
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5.1 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM
When in Rome ... Now that you have a general idea about being social, let’s talk specifics. Here are tips and tricks to optimize your content for several of the top platforms. Note that it’s better to be consistent on one or two social channels than to spread yourself too thin across many. For starters, sign up and secure your username with all the ones you may one day use. Then, let any you won’t use right away sit dormant until you have the bandwidth to expand.
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With Facebook, there isn’t
Pinterest is a valuable social
LinkedIn is the most
a character limit, the content is usually a little higher quality and the audience is slightly older than on Twitter. Try culling your most popular Twitter post
platform because it’s evergreen. That is, unlike other channels, Pinterest posts will circle back and gain new eyeballs for years to come. Post as much of
once a day and reformatting it
your content here as you can.
for Facebook. Use images and video here whenever possible,
so keep that in mind while
but stick to a square media format. You can also embed Issuu content in Facebook posts by simply inserting the link, which will produce an Issuu
Pinterest favors vertical posts, Clipping pictures and articles from you publication.to include a tab on your brand page, so readers can find and read all your publications
reader. Deploy our Facebook
and stacks.
App.
Twitter This is where you can post most often. Tweets tend to get lost in the stream after a few hours, so feel free to post up to 10
ratio of your content versus that of others is 2:3. Keep in mind that posts with media tend to do best, so include a 2x5 photo or video as often as you can.
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by embedding Issuu publications right on your LinkedIn profile page. Post here only when you have really important news, like when releasing a new publication. You can also upload your Issuuhoused portfolio to really make your profile stand out.
once per day. Unfortunately, you can’t easily link back to
organizes popular photos by
that pertains to you. A good
colleagues your hard work,
of your visuals no more than
have a larger and more varied audience on Twitter, so mix it
similar content or share a link
show potential employers or
platform to post the very best
your work, so keep updates
also pose questions, retweet
networks. It’s a great place to
Instagram is a high-quality
times per day. You’ll tend to
up: Share your publication, but
professional of the social
super compelling. Instagram hashtag, so be sure to include as many as possible. If you don’t have any photos you love, mine your followers and repost (with permission) anything they’ve posted featuring your publication. You’ll get a great photo, plus the eyeballs of all their followers.
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5.3 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM
GIFs for Social Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
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5.4 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM
Stories on Desktop A new feature, Issuu Stories are shareable sections from your publication to give your audience a focused look at what’s inside. Highlight and name individual sections from your publication, including stories, spreads, products, or chapters. Tease your content to audiences on Issuu and on social to take them beyond the cover.
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Using Stories • Click Social Tools in your publisher dashboard • In the “Story Sharing” tab, select which issue you want from the dropdown • Select the pages you want to share and add a title and description for your section. • Share your Story using our social tips
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5.5 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM
Stories on Mobile Now, you and your readers can share individual Stories on any social network — the most targeted way to share. That means more of your content gets shared, more frequently, with every Story. Stories are optimized for mobile, so readers get the best reading experience on any device — beautiful spreads for big screens, slick scrolls for mobile screens.
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5.6 O PTIMIZING YOUR POSTS FOR EACH SOCIAL MEDIA PLATFORM
Promoted Impressions Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat
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6. U SING READER STATISTICS TO GAIN AN UNFAIR ADVANTAGE
Power in numbers. Of all the tools we give publishers, Statistics is the most versatile. Up-to-theminute stats are available for all your publications, such as number of clicks on a cover, or percentage of readers on mobile versus desktop. This data can really help you better understand your audience, as well as increase potential rates you can charge advertisers.
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Learn
Adapt
Monetize
Find out exactly where your
What you do with the
With print, there are very few
audience is, what devices
information you gain from
numbers you can bring to
they are reading on and which
Statistics is incredibly important.
potential or current advertisers.
parts of your publication they’re
Have a large percentage of
Publishing on Issuu, however,
reading most. Is your audience
your readers on mobile? It
means having deep Statistics
coming from everywhere, or
would be wise to explore design
at your fingertips whenever you
mostly from a certain region?
changes geared toward viewing
need them. Use your numbers
What pages get a lot of shares?
your publication on Issuu’s
to attract new advertisers and
Are the majority of readers
mobile apps. Are the majority
justify charging higher ad rates.
on mobile, desktop or both?
of your fans located in Japan?
Or, let current advertisers know
Every tidbit you can glean
Schedule your next publication
how many people saw their ad,
about your audience takes
release for the middle of
how long they stayed on the
the guesswork out of what
their workday, instead of when
page or how many times a Clip
content they’ll love.
they’re asleep.
of their product was shared.
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7. H OW TO GENERATE REVENUE FROM YOUR Issuu PUBLICATIONS
Cha-ching! As an Issuu publisher, you’re armed with tools to leverage your hard work and unlock additional revenue for your business. Monetizing publications can help deliver the resources to improve your final product, as well as speed up production times. This can mean buying new computers, hiring staff, paying for better photographers and illustrators, taking more time off work — anything, really, to keep your publishing empire growing.
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Shopping links
enjoy statistics
Like all other Issuu links, In-
to their original publication
If your publications are strong
Publication Shopping Links
dates. These are numbers
enough, readers will pay to
allows viewers to click through
you just can’t get with a print
read them. This is done by
to another site. Whether
publication and physical
putting a preview of your
it’s your own marketplace,
distribution. Learn more
publication on Issuu with
an e-commerce site like
about Statistics.
just a few pages or chapters
Etsy, Amazon or eBay or
all the way back
your preferred affiliate
Paywall
program, these links are an
In another section, we
easy way to monetize your publications. Shopping links are differentiated from other links with a special shopping icon, which lets readers know something is available for purchase.
Advertising sales
discussed how to embed a publication on your site or blog. In case you missed it, go back and read this article to learn how embedding works. Like Preview-to-Pay, embedding behind a paywall is the second method for charging people to read your
Create a proposal for
publication. Simply create
advertisers using your Issuu
a paywall on your website
Statistics. Focus specifically
or blog and embed your
on your number of readers,
publication behind it. For this
their demographics and time
method, be sure to make
spent reading to convince
your publication unlisted on
clients you’ll deliver eyeballs.
Issuu by selecting “Unlisted” in
Draze Magazine is a perfect
the drop-down menu under
example of this. While Basic
“Publication Visibility” after
users have access to limited
you upload. That way, readers
stats, Premium publishers
will only be able to access it
Preview-to-Pay
viewable, followed by a link to where they can buy the whole thing as a downloadable PDF. Sweet Paul out of Brooklyn, N.Y., employs this form of monetization. You can also upload an entire publication with your choice content covered by translucent boxes that link out to where your readers can pay to see more. Be sure to check the “Preview” box during uploading, so readers won’t be confused.
Publisher: Alexis Reid Publication: Wood Type : A Brief Overview
through your paywall.
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7.1. H OW TO GENERATE REVENUE FROM YOUR Issuu PUBLICATIONS
Digital Sales As an Issuu publisher, you’re armed with tools to leverage your hard work and unlock additional revenue for your business. Monetizing publications can help deliver the resources to improve your final product, as well as speed up production times. This can mean buying new computers, hiring staff, paying for better photographers and illustrators, taking more time off work — anything, really, to keep your publishing empire growing. Learn more about Digital Sales
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And
We hope the digita If you still at suppor
Keep in to #Issuusu social pla
If you bel to nomin for a chan
Rememb
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nd that’s a wrap.
hope this guide has brought you closer to becoming digital publisher you have always wanted to be. u still need a hand, reach out to our support team pport@Issuu.com.
p in touch during your journey with the hashtag uusuccess and follow @Issuu on your preferred al platform.
u believe you are an #Issuusuccess story, or would like ominate a publisher, email us at success@Issuu.com chance to be featured on our site and social channels.
ember, Issuu is here for you and because of you.
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Connecting Content to People
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