The south Wales-based company has today started offering its publishing clients a 'Digital Editions' service, whereby it will publish their magazines both in print and online.

Pensord has developed page-turning software that offers interactive media and, the company believes, the opportunity to build circulations and develop magazine brands outside of their traditional readership.

Page-turning technology is available from a number of suppliers and printers in other sectors. Direct mail companies are increasingly using non-print products to boost sales, but this is thought to be the first time that a magazine printer has offered a cross-media service.

Pensord managing director Tony Jones compared the service to "turkeys voting for Christmas".

However, he said: "We are recognising that online editions are a reality that can add value to the printed product and may help to push print rather than hinder it. If it's right for customers, it must be right for us."

Jones added that a number of Pensord's clients, many of whom are small independent publishers, had expressed an interest in using the service.

Pensord commercial director Darren Coxon added: "Digital Editions take-up is developing at a pace. As a printer you either grasp the opportunity with both hands, or bury your head in the sand."

The technology behind Digital Editions has been developed with Yudu Media, a specialist in online publishing software. Crucially for publishers, it is compatible with measuring online readerships that are certified by the Audit Bureau of Circulations.