Lightwave Digital Magazine ahead of its time

Recent data, from multiple sources, shows that one-fifth of American adults report they have read an e-book in the past year, a number that is on the rise year after year.

The definition of that content includes magazines, journals, and news articles.  The definition of an e-book includes tablet computer, laptop computer, smartphone/mobile device.

Lightwave went to its all-digital format three and a half years ago, driven by the unique needs of its readers.  I can always remember the birth of the all-digital magazine product as it happened the same month of the birth of my daughter, Erin.

The journey that brought Lightwave  to that point (before other PennWell publications were embracing digital over print publications and made us a bit of a pioneer here) was driven by our audience.   At the time, I felt like I needed to “catch up” quickly with their needs and felt less competent about our new all-digital magazine product than I did about my newborn.  But I must say that both simultaneous journeys have been educational and amazing.

The catalyst for the audience requesting this was efficiency.  It makes sense.  Lightwave readers are engaged with the publication for its highly technical and in-depth content.  Most articles reference multiple ancillary sources of information from other Lightwave issues to content on the web, in video etc.  The reader finds the electronic version of that content, with immediate links to each reference, much more efficient than needing to have back print issues and website navigation for each.  Through  readership surveys, we have included the audience in our journey to make the strongest magazine product and by doing so we have learned a great deal about the unique needs of this group.

For my position here, providing consultative solutions to marketers across our industry, the Lightwave rapport with its audience is invaluable.   I am so thankful be on this team with such an engaged and brilliant audience.

I look at my daughter and her reindeer collection (we have no idea why that is her passion) and other favorite things that make her who she is and wonder what exciting things are ahead for her.  It is interesting to try to wonder what exciting things are ahead for Lightwave and all of us working together in this industry, too!