« Is Magazine Advertising Killing Itself? | Home | Facebook's About-Face »

"Lost Years" for Publishers?

Posted on Wednesday, January 31, 2018 at 1:31 PM

In the news: Were magazine and newspaper publishers led on a wild goose chase during the iPad era?

As Apple moves to reimagine its bookstore, some publishers are left wondering whether the time and resources spent developing for the iPad was worth it. Shira Ovide of Bloomberg.com is blunt in her assessment in a recent column: "The iPhone maker took newspaper and magazine companies on a detour to a boondoggle."

So what went wrong? For starters, Bloomberg data show that iPad sales have been on the decline since their peak in 2013. Moreover, Ovide asserts, "Last year, Apple sold 44 million iPads, and people bought about 1.5 billion smartphones." Simply put, some magazine and newspaper publishers may have put too many eggs in the wrong technological basket. (Ovide does note that the iPad was more lucrative overall for book publishers.) Read the full column here.

Also Notable

How Much Is Your Brand Worth?

In a January 16 piece on Foliomag.com, Steve Smith explores the ongoing quest for digital ad revenue and how "it's all about data." Advertisers are pursuing more complex modes of cross-channel tracking and personalization to maximize their ad spends. This presents a challenge to publishers, according to Smith: "Major media generally avoid requiring readers to register and log in on every screen they use, and so the solutions to universal identification of the audience are often complex and involve a host of partners and technologies." Read more here.

Digital-Only Magazine Covers

More and more magazine publishers are turning to digital-only covers as part of their online strategy. Writes Mario Abad of Fashionista.com: "Producing a full-on digital cover is notable in that it looks to capture the print magazine's tangible essence ... The unveiling of a new monthly cover, particularly on Instagram, serves as any magazines embodiment of a new issue..." The design approach for these digital covers must achieve the same ends a print cover would: "to create a much-talked-about piece of imagery," says Abad. Read the full article here.

Add your comment.

« Is Magazine Advertising Killing Itself? | Top | Facebook's About-Face »