Digital-First Best Practices

Why Digital-First?

The Tipping Point of Weekly Ad Readership

Print in Digital


  • Production Costs
  • Layout for print, not optimized for digital
  • Legibility and zoom levels
  • Static vs. real-time
  • Slow production
  • Limits on usage across digital channels

Today’s Consumer are shopping on digital mediums

Shopping Experience Principles

  1. Easy Reading
  2. Rapid Browsing
  3. Deep Interactions

Digital vs Print

Considerations for Digital

Planning & Merchandising

Overview of Structure

Items should be organized into stories and categories

Start with a weekly story

Weekly story brings a reader to read a new publication.

Show breadth of content

Show best deals/top sales of the week which feature products from other categories. This shows the reader that there are additional interesting content in the publication.

1st and 2nd pages are most viewed by readers and therefore would have the most impact.

Relevant Categories of Products

Continue the main story with relevant categories.

Additional Categories

Any categories that don’t fit with the main story should come after.

Non-offer content go at the end

Non-offer content that don’t follow the story should go to the end as they disrupt the flow of the story.

For vendor insert or inserts that follow the story, it can appear in its corresponding section.

Building the Publication

  1. Document Specification
  2. Page-level Criteria
    Mobile-Specified Page-level Criteria
  3. Item-level Criteria