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The rise of digital publishing has greatly changed how the world was like, especially in printing and publishing field. It changed the way the info and content deliver; it changed the way we used to read; it changed the life style we get used to. With its flexibility and compatibility, digital publishing has offered a visual and intuitive way to express ideas with rich media like video and voice over. And the page flip technology has just empowered the digital publications with impressive page flipping animations, delivering content in a more attractive and interactive manner. Now the question is: Which solution is better for digital flip book publishing, HTML5 or Flash? Before you make a decision, it is very important to understand the strong points and drawbacks of each. And below are some points we shall never overlook in order to create ROI-efficient flip books and digital brochures: Readable? Is the digital publication attractive? This does not only mean that the content is written well, but also indicates the performance of the publication. Your publication needs both great content and enhanced experience. And the page flip effect and enriched media element can creates that interactive experience. Conclusion: Both HTML5 and Flash can achieve this goal. * SEO-friendly? Whatever purpose, you would like to deliver your content. That requires your content to be easily grabbed by search engines. And a PDF format digital publication will never cater to this need. However, with the help of page flip software, one can make the digital publication SEO-friendly. The page flip software can extract the content text from the PDF and convert it to searchable text. Conclusion: HTML5 and Flash can publish SEO-friendly digital publications.