Digital magazine ready to set sail

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Professional Yacht Broker is a new b-to-b digital magazine that officially launched April. The bimonthly publication, with an initial circulation of 7,500, will focus on financing trends, tax laws, legal issues and new products designed to enhance yacht sales. Jim Ramsey, publisher of Professional Yacht Broker, discussed the debut of the online magazine. Media Business: What are the sales and marketing challenges of launching a digital publication in the current economic climate? Jim Ramsey: Everyone is aware, obviously, of digital media. But a lot of people haven't yet had enough experience with it to feel comfortable to put what limited ad dollars they have into digital. It takes a lot more to make the sale and explain how digital media works. MB: What are you doing for advertisers in order to enhance the digital delivery of the publication? Ramsey: We're showing advertisers how you can use digital to, perhaps, run video that's linked to their ads; so when users click on the ad, they go to the advertiser's website and can look at a video of a product or service, as opposed to just a print ad. MB: What's your mobile strategy to grow the publication? Ramsey: We're very conscious about making the magazine hassle-free and being able to operate on different portable devices, including smartphones and the iPad. That'll be instrumental in helping to grow the book.
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