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[/responsive]The shiny new technology was supposed to revolutionize the magazine industry. When Apple introduced the iPad in 2010, magazine apps were positioned as the “next big thing” and most publishers felt compelled to push out replica versions or reimagined titles via digital.
Tablets became ubiquitous. And the magazine revolution? Well, it didn’t exactly happen. Almost five year later, less than 4% of magazine readers access their titles via digital replica editions, according to Michael Rondon in Folio:.
And now, says Rondon, tablet growth is declining for the first time.
“Tablet shipments declined 3.2 percent in the fourth quarter, according to data collected by the International Data Corporation (IDC)—the first year-over-year decline since the market was established in 2010,” he writes.
Meanwhile, digital magazine sales remain in a slump and the advancements that could have been possible in digital magazines have dissolved into a rather sad state of affairs.
We don’t wish bad things for any company or product; we believe there is room at the table for all kinds of media and all types of content. Like anything in a fairly free market, the consumer is the final arbiter.
And the consumers have spoken. They purchased tablets in wild numbers, enough so that we’d expect to see digital magazine consumption soar. It hasn’t. Print is still the preferred channel for magazines. And the drop is tablet sales only strengthens the case for print.
February 4, 2015, 2:26 pm
If your assumption is that print will make a comeback because tablet growth is slowing, no I am afraid to report that, that is a biased and incorrect conclusion.
What you should be tracking is time spent with media…. Any media. Each year time spent with print is diminishing, not ending, not dying but diminishing. Time spent with mobile is increasing and it doesn’t matter whether it is on an iPad or a smartphone time spent in mobile is growing in leaps and bounds. There is only a finite time in anyone’s day to do anything. The time spent in media is a fairly steady number. If you are on your smart phone you aren’t reading print. If you are binge watching Netflix, you aren’t reading print. If you ask google a question, you aren’t looking it up in print.
No, I am sorry to report that even the death of the iPad which isn’t happening either, has no relation to the public’s time spent with print.
BoSacks
-30-
February 4, 2015, 5:46 pm
I agree that print is in decline and will become more specialized.
But. . . you knew there was a “but” coming, didn’t you?
With so many digital options how can small to medium size magazine/catalog publishers cut through the clutter with even more digital media? Android users can choose from 1.3 million apps as of July 2014, Apple users have 1.2 million apps. Digital media is growing exponentially. Most publishers have 1 app for each catalog or magazine, 1 website, 1 blog, 1 email newsletter, multiple social media sites – it’s no wonder digital media is growing so quickly. 48 hours of video are uploaded to Youtube every minute. . . and it will continue to grow.
My point is about the effectiveness of the channel. Actually reaching your audience. Media in magazines/catalogs is extremely effective in print (another post referencing FIPP figures this week). https://freeportpress.com/the-hard-data-on-magazine-engagement/
I’m not talking about Hearst titles, National Geographic, WIRED, etc. I’m talking to my audience – those small to medium run magazine/catalog publishers who depend on print to engage their audience. That’s the media I care about.
Of course I’m biased being a printer. Appreciate your thoughts of the subject as always Bo. Thank you!
David
February 4, 2015, 6:03 pm
David: There is only one answer to your question. Supreme and utter excellence. There is no longer any reason to be in print other than as a luxury item that is coveted, unique and beautifully printed and I would add somewhat rare.
That is the answer and solution for small publishers and their printers everywhere. The only way for us to survive is through excellence. In a world of gluttonous media distribution, you must make a unique product that is worth buying. That is why you are doing well, because you can and you do.
BoSacks
-30-
February 9, 2015, 12:22 pm
Love the exchange here. Speaking truth from both sides.
Seems the best advice for us in the trenches is to keep connected to our niche by consistently providing value whether it be through email, blogging, podcast or video. Whatever you can commit to in order to build the trust you need to roll out a product worthy of a click to add to cart.
Digital or print. There’s no difference. It’s all noise. And we consume it all.
My piles of unread ebooks and printed books rival my unfolded laundry pile. Even the most dire and worthy things we have go neglected, but we click when we feel trust and hope for a solution to our problems. If you can show me value in your widget, and I trust you, I ambivalent about what form it takes. It’s all good, (but more than likely I won’t consume it to the fullest).
February 9, 2015, 1:08 pm
Thanks for your comments and thoughts Maria (hope you are doing well BTW). I totally agree. We are constantly being asked to view something many multiple times a day.
Whatever the content, the quality of the information and the quality of the delivery of that information are more important than ever! Otherwise we’ll just skip over it and move onto the next interesting bit of information.
February 9, 2015, 1:17 pm
Amen, David!
I’m doing well, thanks for asking. Doing my best to keep my eye on the ball while sticking to our mission to inspire kids with The Bunk Room!