This website explains their survey findings about digital magazines.
- Digital advertising interest has increased between 2004 and 2008.
- Readers found it a lot easier to contact an advertiser in 2008 than they did in 2004.
- Renewal rates for digital editions matched and sometimes exceeded those for print.
- Archiving and searchability were two of the top reasons for choosing digital magazines.
- There was an increase of readers liking rich media enhancements in digital magazines in 2008.
- Most readers preferred to download digital magazines than to read them online.
The image caption is: The long road to download Wired’s digital iPad magazine.
It is used to strengthen the author’s thoughts that downloading digital magazines take a very long time. This is due to them being too “big and bulky”, defeating their unique selling point of fast access. The author thinks that it would be quicker to go to the shop and buy the magazine, than try to download it. However, as a member of the public commented, this would not be feasible if you lived far away from a shop or the shop didn’t have a lot of choice. A lot of readers that want fast access to news or info will turn to the internet instead, because digital magazines and apps can take too long. It is understood why they take so long, because they include the rich media that print magazines can not provide.
A lot of strong words (such as vitality and relevancy) are used throughout this article, making it obvious how strongly the magazine companies feel about the print industry.
The campaign “seeks to reshape the broader conversation about magazines, challenge misperceptions about the medium’s relevancy and longevity, and reinforce magazines’ important cultural role.” – This makes it seem as if they believe that readers still love print, but just need to be reminded why.
Charles H. Townsend – “The format showcases our rich content and our advertisers’ brand messages like no other medium, resulting in a bond with consumers that is uniquely powerful”. Cathie Black – “Magazines are the most cost effective and consistent medium at both ends of the purchase funnel”. These companies truly believe that print is the best medium and that it can relate to customers in a way that other mediums can’t.
This article makes a good point that different mediums of magazines invoke different emotions into the reader, which highlights my thoughts that the medium preferred depends greatly on the reader.
The article also states that the “Magazines, the power of print” campaign cost $90 million, which is $90 million less in the print magazine industry which is supposedly trying to stay afloat. Alongside this, the campaign is using the internet to “save print”, which is quite ironic.
The author believes that although digital advertising allows for direct contact with the advertising product, it doesn’t make the adverts look any better or seem any more relevant than print. On the other hand, with a print magazine, the reader can fold down the corner of an interesting page or use a bookmark. With a digital magazine the reader can digitally bookmark the page but it isn’t as easy to refer back to.
In this article the author states that they don’t think readers and advertisers are ready to give up print magazines. Although business men and women, and other similar people, “love having all that information at their fingertips”, casual readers “prefer having pages to turn”.
Advertisements have to be priced before readership data is in, but if digital magazines aren’t seen by as many people as print magazines, the prices shouldn’t have to be the same. “If clients want to buy apples, they will buy apples (print subscribers) and if they are in the mood for oranges (digital subscribers), they expect to make a separate and presumably lower-cost purchase”.
Magazine publishers are trying to make it look like a magazine reader is a magazine reader, whether they are looking at print or digital, so the cost for advertising should be the same across the different mediums.
This article explains how print and digital can work together in harmony. Glamour magazine has had an increase in advertising for their print edition, because readers who buy it get the digital version as well. This could be a great way to encourage readers to like digital magazines or start using them. This would allow Glamour to keep their audience and profits, whilst transitioning to digital. The author thinks that this will lead to other magazine companies re-thinking their digital choices.
Magazine companies realised that digital technologies might phase out print so they used their initiative and used digital and print together. However, the author of this article believes that it was a desperate move.
In the comments section, a member of the public made a good point that using chips in magazines was not eco-friendly and if digital technologies have the capabilities of rich media, then we should just use them.
This technology was developed enough so the screens could be slim-line, easy to use and include rechargeable batteries. However, it is believed that this technology would cost a lot more than normal print advertisements as well as the magazine costing more.
This is another example of print and digital trying to work together in harmony.
In this article by The Observer, the author makes it clear that even though there are new technologies, companion websites and charges, print will still provide revenue. He thinks that if a publication company only uses print then it has a good policy. All of the company’s effort can be focused on that one medium, providing a better service for their customers. He also thinks that even though it may be seen as boring, print will remain the most important medium for the foreseeable future.
The Guardian makes it obvious in this article that they care about their readers and don’t want them to have to pay for the use of their website. For this reason they had to increase the price of their print publication, something that other papers may have to do as well, because of the digital revolution. Because of the economic climate, being a serious news organisation and changing technologies, fewer people are advertising in print, resulting in less revenue.
The Times have introduced a paywall on their website, which has cost them a large amount of their readership. People don’t want to have to pay for something that has always been free, and it has resulted in The Times losing internet and print customers. Even before the paywall was introduced, when readers had just found out they would have to pay in the future, readership fell.
This is a difficult time because other newspaper companies are trying to figure out how to charge for their online news as readers “migrate” towards the internet and away from print.