Last week marked the debut of a new product for Bonnier: the Best Marine Electronics & Technology e-zine, an enhanced digital content resource that steers clear of the traditional trappings of digital replica editions. Instead, the quarterly e-zine is a wholly new and original compliment to the brand’s annual print buyer’s guide.

“It’s not print, it’s not digital, and it’s not e-news,” says editorial director Shawn Bean. “Our goal is to create a resource that’s not a replica of a magazine or website. It has to deliver a dynamic and unique content experience right into our audience’s pocket.”

“There are a couple key ingredients,” explains Eric Powell, the project’s art director. “For starters, we want to make it mobile-friendly. E-zines that are simply digital replicas of print are frustrating. The pinching and zooming leaves readers looking for the exit.” For Powell, that meant being mindful of type size, visual restraint, and reduced copy length. 

Another key factor is positioning the e-zine as part of the consumer’s educational journey – not the destination. “It’s a chance to introduce new products, first looks, and emerging trends, not be the final word,” says Bean, likening the e-zine content more to time-sensitive breaking news than evergreen information. “We package video, gifs, animations, and high-level overviews together to create an engaging entry point. Should the reader want more depth and detail, we send them to our websites for full coverage.”

The spring “elex-zine” (as Bean refers to it) debuted in mid-March, with the next edition slated for early June. The e-zine is part of Bonnier’s growing marine electronics portfolio which includes the annual buyer’s guide and forthcoming website set to launch in April.