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Sep
21

Can iPad popularity revitalize magazines and newspapers? If so, what about advertising?

Tue Sep, 2010 by

Very preliminary research seems to suggest that subscription and single issue sales of magazines and newspapers on the iPad could be a new means of increasing interest and sales.  Of Hearst publications 23 million paid subscriptions 4 million came from web subscriptions.  Of these 4 million, 90% were first time readers.  As a result, Apple is starting to implement iPad application development strategies into the App Store. Making newspapers and magazines available in the App Store as well as its online offerings, magazine and newspaper publishers are scrambling to find new methods of design to attract online business.

With the new browsers using the consumers’ computer graphics chips and processors to increase the speed and attractiveness of design I suspect that this will carry over to online magazine design.  Wired magazine, for instance, has begun to play with interactive graphics inside its magazine stories in order to allow the purchaser increased interest in the magazine.  The larger question, will more exciting interactivity in stories translate to more exciting interactivity in the advertising offered in these magazines (and eventually newspapers)?

Video Source: Wired Magazine

If magazines and newspapers begin to offer more sophisticated advertising options this could easily create a more meaningful interaction between the consumer and advertised brand.  AOL is experimenting with more sophisticated and deep advertising offerings and it would make sense for magazines and newspapers to follow suit with these online editions.  The AOL model creates layers of depth to advertisements (allowing for people to look through a photo gallery, examine products and purchase directly from the advertisement, or view updates or offers from brand social networking).

While technically, this new kind of advertising follows the traditional “interruption” model it also blows it up by inviting interactivity between potential consumer and brand.  If this is a trend, it could revitalize not only newspapers and magazines but also traditional but more interesting forms of advertising partnerships.

For more information view “Magazine Publishers Finding Early Success With iPad Editions” from Investor’s Business Daily

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