Digital editions were the hot topic yesterday at a b-to-b circulation seminar hosted by the Circulation Management Association of Canada (CMC). While the various speakers espoused the potential benefits of launching a digital edition (lower printing and distribution costs, increased readership and auditable circulation, enhanced advertising and editorial features), statistics provided by Tim Peel of the Canadian Circulations Audit Board (CCAB, a division of BPA Worldwide) showed that Canadian publishers are still uncertain about this still-new-ish publishing possibility.

Globally, from 2006 to 2008, the number of BPA audit clients with digital editions climbed from 204 to 372. (The vast majority of those magazines—364 in 2008—were in the b-to-b sector.)

In Canada, the number of CCAB clients with digital editions has also climbed over the same period—from three in 2006 to five in 2008.

CCAB does not, however, audit titles produced by the Business Information Group, a multi-title publisher that has launched several digital editions for its magazines over the last few years.

Vesna Moore, B.I.G.'s circulation director, said the company has gone in this direction because of reader demand. She cited a recent B.I.G. across-the-board readership survey where 36% of respondents said they would be interested in receiving a digital edition.