Should,You,Publish,Print,Elect business, insurance Should You Publish in Print or Electronic Format - or Both&a

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Once you've decided to create a booklet or special report, you need todecide whether you will be offering the text in printed form or as anelectronic download - or in both ways. Do not use your personalpreferences or values as your sole criterion (e.g., "I like havingsomething printed and substantial when I pay money for something" or"Anyone who doesn't understand that paper is obsolete isn't worth sellingto").Why not? It may turn out that your preferences aren't as widely shared asyou think they are. And there may be important practical considerationsthat you haven't factored in yet. Before making your final decision onthis question, consider these points:* Perceived value may be higher for a tangible item than for a downloadedone, particularly if the product is durably and attractively bound.* On the other hand, a download may offer much higher perceived valuebecause the information is thereby immediately available.* Printed and bound information may be less likely to get copied andredistributed than a download that is not copy protected.* Your target market may not feel comfortable with the process ofdownloading files, or may have so many technical problems opening andreading the download that the customer service headaches quickly mount up.* If you want to provide another kind of item along with text, such asaudio or video tapes, a print catalog or an object, such as acalculate-your-mortgage wheel or meatloaf pan, the print format makes moresense.* When it would be nice for people to be able to click on Web addressesright from your text, a download may seem like the optimal choice.* Fraud rates for downloadable products are very much higher than forproducts that get sent by mail.* You can gather a valuable, valid postal mailing list when sellingtangible items to be shipped or mailed, but addresses are less reliable fordownload sales.Now let me say a little more about a few of the factors above.First, fraud is indeed a very serious problem for products bought andreceived immediately online. Not only does the merchant almost always getstuck with a loss when a customer disputes an online charge, if the rate of"chargebacks" - sales reversed because of customer protest - gets too high,the merchant can lose his or her credit-card processing account and find itnext to impossible to secure another one. On the other hand, establishedthird-party digital download services have address checking and frauddetection procedures in place that may not be as available to individualmerchants.Second, Adobe Acrobat (PDF) files can be copy protected by the creator withseveral security options available. For example, you can set up a file toallow someone to read but not print, read but not copy and paste to anotherapplication, download but not create a copy of the file or not allow thefile to be e-mailed to another computer. However, such restrictionssometimes do more harm than good by annoying or even enraging honest userswho find themselves unable to make fair use of the material for which they've paid. For instance, they may download a file at work and then be unableto send it to their home computer, which is where they would havedownloaded it to begin with if they'd had high-speed Internet access there.Third, don't underestimate the difficulties both novice and experiencedcomputer users may have in downloading files and accessing thatinformation. Nancy Hendrickson, co-author of a genealogy e-book, had tostop offering her e-book as a PDF file because customers had a multitude ofdifficulties:* The buyer couldn't figure out where the saved file was on their computer.* The buyer couldn't figure out how to open the PDF file (even if theyalready had Adobe Reader installed on their system).* Those without Adobe Reader couldn't figure how to download and installit.Even after including in the "thank you for your purchase" message adetailed "here's how to download and run the file" note, Hendricksoncontinued to get complaints from almost 25% of her customers. She and hercoauthor then converted the e-book to a self-executing .exe file andcomplaints fell off to almost nothing. However, her e-book is now notavailable at all to customers with Mac computers.If you're tempted to dismiss her experience because your customers aretechnically sophisticated, more knowledgeable or adept computer users,consider my experience: I've been online since 1994, have purchased anddownloaded several e-books or special reports and have never been able tofigure out why hyperlinks that are supposed to be able to transport me froma page in a PDF file to the corresponding Web page don't do anything when Iclick on them. I've also downloaded a few PDF files that were practicallyunreadable because I didn't have the font in which they were created.I don't say this to dismiss the potential of downloaded content. On thecontrary, I love getting an e-mail notifying me that someone has bought oneof my digital products without any intervention on my part. Just realize:This is not a trouble-free medium, and be prepared for technical problemsand complaints.In this light, perhaps the best option is to offer both print and digitalversions, so that people can select the medium that fits their needs andcapabilities. When one of my colleagues offered print, PDF and both printand PDF versions, about 15 percent chose "both"! Article Tags: Couldn't Figure