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Is “The Pitch” an accurate reflection of our industry?
In the four months since its release, the Apple iPad continues to loom large in the tablet market while other manufacturers try to play catchup. In that short time, it is interesting to see how many magazines have been quick to use the iPad to reinvent themselves. Unlike websites and mobile phones, the iPad has shown great promise in translating the book reading experience to the digital forum. Together with the rich content of a print publication, the ever-changing immediacy of a website, and the portability of an e-book reader, the arrival of the iPad represents unrealized potential for the magazine industry.
Storytelling Reimagined
For the first time, both editorial and information design have the opportunity to benefit from a richer narrative experience that can now include 360-degree product views, non-linear navigation, video, sound and the ability to share topics of interest (to name a few).
Only a few short weeks ago (still, a dog’s age in the digital realm) Flipboard introduced the iPad’s first aggregated, personal magazine platform. For those who want the dedicated magazine experience, Flipboard offers up pre-selected partner content. The real breakthrough is that a proportional amount of emphasis is placed on social media. With a double tap, your Facebook and Twitter content is formatted in the same way as the magazine partner content, with rich media links available at-a-glance (or tap).
Distribution
Look no further than the influence iTunes has had on the music industry to understand why publishers are quick to recognize what a marriage between iTunes and iPad could mean. Distributing content digitally in any form offers a big savings over print, and more importantly creates another level of accessibility not yet seen before in the magazine industry.
What’s Old is New Again
As magazines establish themselves with more content, the back-issue will be more accessible than it has ever been. In the ink-and-paper world, a magazine has a 1-month shelf-life, whereas the digital version could potentially exist for decades. And, with social media extensions permeating how this content gets shared, the life cycle of things gets exponentially longer. Going back to the Flipboard example, articles are accompanied by a panel that shows referring Tweets.
Advertising
When it comes to advertising, the iPad format will create a whole new range of opportunities beyond the traditional online ad. Rich media ads within digital magazines will have the potential to engage a targeted demographic while offering more interesting and beneficial content than the traditional printed page.
We’re turning the digital page into a whole new forum for mobile entertainment and utility. It’ll be interesting to see how it forces lateral thinking from content providers, who now have to anticipate how many different ways people can consume information in one place.
As the demand for tablets grow, and the devices themselves become more ubiquitous, will the traditional printed magazine stand the test of time? Or, will they go the way of vinyl records?
Brook Johnston
August 25, 2010 @ 11:23 am
Unlike the evolution of music, this is changing the fundamental nature of how we consume the product. Using a CD player was way different from using a turntable, but in the end we were still hearing sound with our ears. Different method, but ultimately the same delivery.
But with e-books, e-zines, e-Archies, et. al., the delivery is completely different. It’s a physically different experience – and some people aren’t open to it. People like my mother, who keeps yelling at me “I don’t care! I still like to hold a book in my hands!”
Stubborn? Yes. Common opinion amongst much of the general public? Also yes. It’s a very cool concept, but I think we’ll have to wait for a lot of conservative-minded foagies to die off before this takes over.
Leilah Ambrose
August 25, 2010 @ 2:52 pm
This comment comes from meggyc4 on Twitter:
“Everyone should have flipboard. Makes you aware of the content you’re posting”
Ian Mackenzie
August 25, 2010 @ 2:58 pm
Great piece Jason. To your last question, I will shoot from the hip:
Print itself is in no danger of extinction any time soon. Not at the hands of digital anyway.
The magazine industry, on the other hand, is in big trouble. To survive, they need to jump on the tablet bandwagon quick. They also need to overhaul their print offerings to reflect the fact that magazines are now luxury items. Prices, distribution and content should reflect as much.
Jon Finkelstein
August 25, 2010 @ 3:38 pm
Jason. Great stuff!
Interesting observation @ Brook. I agree, people are resistant to change, especially when it comes to media consumption. However, I wonder if it’s more about people’s fear of technology rather than love of the tactile nature of, say, books. Or records. Or newspapers.
Let’s be honest. Books are great. And before that, parchment was cool. And before that, stone tablets. But they all had their day. And I am sure some long beard thought moveable type was a sin against god.
I digress…
I have both a Kindle and iPad. Both are amazing devices for consuming content. In particular, books and mags. In the case of Kindle, the ease of use, the social sharing, the ease on the eyes — not to mention instant (free wireless!) downloading are incredible. I have read more books on my Kindle in the last 6 months that I have in the last 3 years. Why? It’s convenient. It’s the iPod of books. And I am less afraid to commit to a book if it costs me under 10 bucks.
iPad’s potential is huge. Yes, the mags are still in their infancy. BUT it’s going to allow for a revolution in the mag medium. Take Wired, for example. The non-linear pagination is great, I love the video integration etc. It’s just the beginning. But not a bad one!
I guess it comes down to this. Once the old folks actually try new devices, they will like it. My 72 year old Dad got a Kobo after we talked about it. He LOVES it. And he can make the type nice and big if he wants.
So far the barrier is price. The devices are expensive. Although most e-readers are at the $150 mark now. It’s only going to get less expensive.
Is print dead? No. Will it ever be? Not likely. I still want coffee table books. And reference books etc. But I am excited by the prospect of magazine magnates revolutionizing my experience in the digital world.
Oh, and as for ebooks and real books being a totally different experience. I disagree. Completely. But then again, I am not your mom.
Off my soapbox I go.
Leilah
August 25, 2010 @ 4:28 pm
Jon,
Really great point. You especially struck a chord with the piece about your dad.
I may be a digital professional, but I’ve been pretty Victorian in my thoughts on eReaders. Especially with the conversations around the threat to print. I love books. I hoard books. I love their smell, and the sound of pages turning is one of the best sounds of all time.
But it really is about the love of reading. And, to your point, there are some things that pose a barrier for some people. The ability to alter type size, brightness and colour is a huge benefit to the elderly, or hard of seeing. Giving the pleasure of reading back to someone is a tremendous thing.
And imagine what it could do for literacy programs in general!
C Jones
August 27, 2010 @ 5:53 pm
I heard a pretty compelling argument that stated that e-readers will never be as good as a book because there is more content just a click away. When people read a book they tend to do so in a private, quiet place to escape the world. This allows them to get lost in the content. This is harder to do on an iPad where you are getting email and blog updates.
Allison
September 13, 2010 @ 12:58 pm
Love this piece, Jason. I was actually doing a bit of research this past weekend on different iPad magazine offerings and came across some interesting content in the reviews section.
It seems as though many people don’t appreciate the potential of digital magazines. People, Wired and Sports Illustrated all had reviews where those who subscribe to the print magazine were upset about the cost of the digital version. This tells me that (a) people expect more free stuff out of their mobile devices and (b) they need to see what they’re getting before they commit money.
iPad magazines are not pdf versions of the paper magazine. If magazine publishers play their cards right, their iPad versions are a whole new experience. You can get a behind-the-scenes look at a photo shoot. A video introduction from the magazine’s editor could accompany every subscription. If a magazine is smart it will integrate different types of social media applications like Facebook, Twitter and flickr to layer information presented.
And that doesn’t even TOUCH what the genius advertisers will do with this new medium!
I, for one, am very much looking forward to the future of the “new” magazine. That said, I’m still addicted to my print books. There’s something about the smell and feel of a book that I can’t quite shake. Who am I kidding? I like to make people think that I’ve read and committed to memory all that is contained on my bookshelf. A kindle/kobo doesn’t do my ego justice like a full bookshelf does ;)