The Edition of the Future: Reinventing Engagement with Digital Editions 

Research is one of our core objectives at Twipe. Over the years, we’ve published three in-depth research reports, partnered with the university KU Leuven, and completed two Google DNI projects to learn more about the industry and reading habits first-hand.  

Most recently (2023-2024), we partnered with Belgian publisher Roularta to explore how digital editions could evolve to stay relevant and engaging. Indeed, while ePaper editions are continuing to grow as more readers move from print to digital, they are a bridging product. Simply replicating print newspaper layouts online is not a winning strategy for the long term, considering younger generations are increasingly demanding audio, video, and other enriched forms of media consumption.  

Our research centred on three fundamental questions: 

1. Does content presented as an edition drive more engagement than unbundled articles? 

2. Are personalized editions more effective at capturing reader attention than non-personalized ones? 

3. What kind of digital edition resonates with and engages younger readers? 

In this article, we share how we went about testing and answering these questions.  

Experiment #1: Bundling Content for Greater Engagement 

We started by comparing two bundle formats—newsletters (newsflow) versus digital editions—to determine which one drove higher reader engagement. This test was run from September 2023 to April 2024, with a sample size of over 20,000 readers from Roularta. 

The control group (normal newsletter recipients) and the experimental group (digital edition bundle recipients) received the same newsletter in their inboxes, containing ten editorially selected articles. When a link was clicked, the control group was directed to the article on the magazine’s website, while the experimental group was redirected to a digital edition web app where they could access all the articles in an interactive, magazine-style format. 

The results revealed that digital editions outperformed newsletters in both engagement and time spent. On average, users spent six minutes with the digital edition format—22% more than the five minutes spent on the website format.  

Experiment #2: Personalization Versus Generic Editions 

The next experiment investigated whether personalized digital editions yield higher engagement than generic, one-size-fits-all ones. The original plan was to use Twipe’s AI-driven personalization engine, JAMES, to curate individual reading lists based on user behavior. However, limited data and low reading frequency led to repetitive recommendations, prompting a shift toward segmentation rather than personalization. 

Segmented editions were created for four groups based on age and gender. Over ten weeks, each group received a tailored newsletter linking to a digital edition with content curated for their segment.  

The segment-based editions delivered a 3.7% overall increase in engagement compared to the control group; however, the difference was volatile and not significant. Nevertheless, this should give publishers the confidence to further explore truly personalized digital editions. 

Experiment #3: Designing and Testing the Prototype Edition of the Future 

Building on these findings, Twipe, Roularta, and app design partner, Spective, created a prototype app to test next-generation digital edition features, with a particular focus on users under 40.  

The iOS app, distributed to 200 participants, presented a daily edition of nine curated articles from across Roularta’s brands. The app emphasized visual appeal, simplicity, and ease of use—allowing users to swipe through summaries or dive deeper into full articles with a tap. 

Feedback from both usage analytics and a focus group was overwhelmingly positive: 

• Around 80% of users expressed satisfaction with both content and app design 
• Roughly half indicated a willingness to pay, with most preferring access as part of a subscription bundle.  

• Users reported reading in short bursts during morning routines, commutes, or work breaks, returning to finish articles later, suggesting the app was well-suited to the in-between moments of modern life. 
• The limited, curated selection of articles was seen as a key benefit, making news consumption more manageable and inviting.  

Conclusion 

As the digital publishing ecosystem matures, the most successful products will be those that move beyond their link to print products and embrace the full potential of digital platforms. The future of digital editions lies in products that are dynamic, curated, and responsive to the evolving habits of modern readers.