The future of magazines, or lack of it, has been commented on many times over the last few years. Publishers have found spiralling production and fulfilment costs against a backdrop of a soft advertising market difficult to operate under, while readers crave for interactivity and rich content, which, for many, paper just can’t give them.
Magazine publishers have responded by setting up web sites which give the reader more interactive content but this can seem like an endless stream of links which doesn’t replicate the joy of reading a magazine. Readers like there to be a beginning and an end to an article and the act of turning pages. This is where tablets come in. The technology captures the essence of magazine reading in which high quality writing married to stunning moving images allows readers to have the best of both worlds.
The forward thinking Swedish publisher Bonnier have done some really exciting work in this area. Their view, and one that I share, is that people are willing to pay for iphone applications where content is packaged and distributed like a product. In fact, just like a magazine.
Ian Prager, Planning Director
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