Archive for March 2010
What’s the biggest problem faced by digital magazines? Winning over readers and advertisers? Yes, but before that there’s the small issue of zero investment in the format.
Right now, most publishers see digital magazines as a way of saving money, not making money. No surprise that investment in the format is limited, but if publishers don’t get behind digital magazines with some time and some money, readers will never get engaged and advertisers will never spend any money and… well you know the rest.
One glowing exception, Bonnier, gets this and is pointing real resources at the future. The company is researching the experience of reading magazines on handheld digital devices, illustrating a “possible vision for digital magazines” by thinking through the navigation of core magazine elements on a digital platform.
Publishers that prefer to keep the money they save on digital in their piggybanks can wait and see what clever companies like Bonnier come up with before they do anything. But I’m guessing that by that time it could be too late.
Take a look at the Bonnier R&D video below to see for yourself.