Have you noticed that most online publications are exact replicas of their printed counterparts… with no fine tuning for an optimum digital experience? You may have witnessed this in the corporate world or even in the self publishing realm.
A positive user experience is the gateway to happy customers, increased readership, followers, sales, etc. As far as the publishing industry has come in the last few years it is surprising to see that magazines, white papers, brochures, books and such are not as user-friendly as they can and should be.
Many print publications scan their material and upload it as a PDF to create a digital copy. In order to take advantage of interactive features, you can not afford to plainly offer scanned PDFs to your audience. It does not provide the best experience possible, especially since the text is treated as an image making it blurry when zoomed in when reading. Also, it does not take advantage of where the future of publishing is heading.