January 7, 2010 at 15:38What to expect from iTunes for Magazines?
- Transfer
It seems that Apple is very confident in its plans for the long-awaited, which once seemed quite mythical iSlate or iTablet - its first tablet with a touchscreen.
The novelty excites not only the minds of many fans of this company, it also catches the publishers of magazines, who long before even the first rumors about this device appeared, saw in it the potential for their industry. Given that Apple has never officially confirmed the development, the announcement in early December about the opening of a digital store, the so-called “iTunes for magazines,” which, among other things, should fit perfectly on a tablet, looks very hasty.
Everything that was written about the store and its connection with the tablet is somewhat confusing. Let's look at key issues and see what all this means for the besieged magazine industry.
Most articles about the new project suggest that it is built on the model of iTunes, but some have associations with Hulu - (for now) a free site that broadcasts TV and movies.
Although many don't see much of a difference, iTunes and Hulu use very different business models. iTunes offers small pieces of content (a song or series from the series) for little money, and also sells periodic access to TV shows and the ability to download movies. Hulu does not currently charge for any of its content. The site makes money on advertising.
In an interview with the New York Observerthe executive vice president of Time Inc., who will be leaving soon for a new venture, John Squires did not specify how users will pay for the content. He said individual publishers would set their own content fees. This does not clarify the possibilities of free and free-of-charge-advertising content.
But most likely, some of the content will be free, some will be free due to advertising built into the content, and some will be available only with a paid subscription (and at the same time also contain advertising). Publishers will be able to sell content in pieces, for example, a separate article from a issue or multimedia on a topic.
The joint venture includes five publishers: Time Inc., Condé Nast, Hearst, Meredith, and News Corporation. The first four are the largest yield publishers in US magazines, according to a 2009 state-of-the-art news report . As for News Corporation, it owns a large number of magazines in Australia and around the world.
These publishers own some of the country's most famous magazines: Time, People, Sports Illustrated, Glamor, Wired, the New Yorker, Cosmopolitan, Redbook, O: The Oprah Magazine, Better Homes and Gardens, and Family Circle. In other words, the joint venture will affect at least one of the magazines that gets into the house of the average American.
A couple of video demonstrations of magazines formatted for a tablet can already be watched online. Here's the tablet version of Sports Illustrated , which, according to preliminary estimates, is very similar to what you can buy through the new iTunes store. The digital version contains video, photo galleries, custom content and ... video from a swimsuit photo shoot. (There is also a demo of the same number provided by TechCrunch ).
Wired magazine has also been reworked. This video shows his new tablet look. Both demos show how magazines can be read by turning the tablet vertically and horizontally. In addition, they show interactive advertising.
Publishers are likely to make money in the same way as in the paper version: subscription and advertising. True, the electronic version provides an advantage - the publisher can track how the reader interacts with advertising. For example, how much time is spent watching ads, whether they begin to look for additional information about the product at that moment.
Publishers have long argued that magazine readers consider advertising a mandatory attribute of the consumption of this type of printed product. Directory of America Magazine Publishers (PDF, 904 Kb)claims that 54% of magazine readers have a very positive or partially positive attitude towards advertising in them. However, skeptical and increasingly lean advertisers may require more convincing arguments. The data that digital magazine publishers can provide about browsing and reading habits will allow advertisers to more accurately determine their target audience and develop more cost-effective advertising methods.
Associated publishers claim their digital display will use open standards, likely to be joined by other publishers and device manufacturers. Microsoft is reportedly developing a device called Courier, a touchpad in the form of a booklet , not a tablet. A well-known phone maker, HTC is expected to release a touchscreen device based on the Android operating system in the coming months.
However, Amazon Kindle and Barnes & Noble Nook e-readers may not invite a new company to the party, because their current technology does not allow colors and videos to be displayed, and also because the files they download use their own formats.
The real challenge for this venture may be the search for true innovation. Although the idea of iTunes for Magazines in itself and its reliance on the latest technology may seem quite innovative, the fundamental question is whether the new distribution and business model can fully take advantage of the digital format in an exciting, interesting, creative way.
According to the indicated demo videos, prototypes do not bring anything special to reading magazines. Most of what is on display can now be seen on well-made magazine sites. Already, the reader can receive content in random order, watch the accompanying multimedia materials, interact with other readers and social media. And in most cases these are free sites.
So far, judging by the demo, the tablet format and iTunes-style business model may not be a fundamental change in the nature of magazine content and the reading process. Now this is only a new way of distribution, and not an essential change in the journal industry. Maybe tablet editions are brighter and more beautiful, but by and large they offer all the same content, only in a new form. The reader has to determine whether these qualities outweigh the advantages of paper magazines in price and convenience.
Susan Currie Sivek, Ph.D., is an Assistant Professor in the Department of Mass Media and Journalism at California State University in Fresno. Her research focuses on magazines and media communities. She also maintains the blog sivekmedia.com , and works as a correspondent forMediaShift .
The novelty excites not only the minds of many fans of this company, it also catches the publishers of magazines, who long before even the first rumors about this device appeared, saw in it the potential for their industry. Given that Apple has never officially confirmed the development, the announcement in early December about the opening of a digital store, the so-called “iTunes for magazines,” which, among other things, should fit perfectly on a tablet, looks very hasty.
Everything that was written about the store and its connection with the tablet is somewhat confusing. Let's look at key issues and see what all this means for the besieged magazine industry.
iTunes or Hulu for magazines?
Most articles about the new project suggest that it is built on the model of iTunes, but some have associations with Hulu - (for now) a free site that broadcasts TV and movies.
Although many don't see much of a difference, iTunes and Hulu use very different business models. iTunes offers small pieces of content (a song or series from the series) for little money, and also sells periodic access to TV shows and the ability to download movies. Hulu does not currently charge for any of its content. The site makes money on advertising.
In an interview with the New York Observerthe executive vice president of Time Inc., who will be leaving soon for a new venture, John Squires did not specify how users will pay for the content. He said individual publishers would set their own content fees. This does not clarify the possibilities of free and free-of-charge-advertising content.
But most likely, some of the content will be free, some will be free due to advertising built into the content, and some will be available only with a paid subscription (and at the same time also contain advertising). Publishers will be able to sell content in pieces, for example, a separate article from a issue or multimedia on a topic.
Who is involved in this project?
The joint venture includes five publishers: Time Inc., Condé Nast, Hearst, Meredith, and News Corporation. The first four are the largest yield publishers in US magazines, according to a 2009 state-of-the-art news report . As for News Corporation, it owns a large number of magazines in Australia and around the world.
These publishers own some of the country's most famous magazines: Time, People, Sports Illustrated, Glamor, Wired, the New Yorker, Cosmopolitan, Redbook, O: The Oprah Magazine, Better Homes and Gardens, and Family Circle. In other words, the joint venture will affect at least one of the magazines that gets into the house of the average American.
What will the tablet magazine look like?
A couple of video demonstrations of magazines formatted for a tablet can already be watched online. Here's the tablet version of Sports Illustrated , which, according to preliminary estimates, is very similar to what you can buy through the new iTunes store. The digital version contains video, photo galleries, custom content and ... video from a swimsuit photo shoot. (There is also a demo of the same number provided by TechCrunch ).
Wired magazine has also been reworked. This video shows his new tablet look. Both demos show how magazines can be read by turning the tablet vertically and horizontally. In addition, they show interactive advertising.
How will publishers make money?
Publishers are likely to make money in the same way as in the paper version: subscription and advertising. True, the electronic version provides an advantage - the publisher can track how the reader interacts with advertising. For example, how much time is spent watching ads, whether they begin to look for additional information about the product at that moment.
Publishers have long argued that magazine readers consider advertising a mandatory attribute of the consumption of this type of printed product. Directory of America Magazine Publishers (PDF, 904 Kb)claims that 54% of magazine readers have a very positive or partially positive attitude towards advertising in them. However, skeptical and increasingly lean advertisers may require more convincing arguments. The data that digital magazine publishers can provide about browsing and reading habits will allow advertisers to more accurately determine their target audience and develop more cost-effective advertising methods.
What formats will be sold?
Associated publishers claim their digital display will use open standards, likely to be joined by other publishers and device manufacturers. Microsoft is reportedly developing a device called Courier, a touchpad in the form of a booklet , not a tablet. A well-known phone maker, HTC is expected to release a touchscreen device based on the Android operating system in the coming months.
However, Amazon Kindle and Barnes & Noble Nook e-readers may not invite a new company to the party, because their current technology does not allow colors and videos to be displayed, and also because the files they download use their own formats.
Is this so new? Is everything different?
The real challenge for this venture may be the search for true innovation. Although the idea of iTunes for Magazines in itself and its reliance on the latest technology may seem quite innovative, the fundamental question is whether the new distribution and business model can fully take advantage of the digital format in an exciting, interesting, creative way.
According to the indicated demo videos, prototypes do not bring anything special to reading magazines. Most of what is on display can now be seen on well-made magazine sites. Already, the reader can receive content in random order, watch the accompanying multimedia materials, interact with other readers and social media. And in most cases these are free sites.
So far, judging by the demo, the tablet format and iTunes-style business model may not be a fundamental change in the nature of magazine content and the reading process. Now this is only a new way of distribution, and not an essential change in the journal industry. Maybe tablet editions are brighter and more beautiful, but by and large they offer all the same content, only in a new form. The reader has to determine whether these qualities outweigh the advantages of paper magazines in price and convenience.
Susan Currie Sivek, Ph.D., is an Assistant Professor in the Department of Mass Media and Journalism at California State University in Fresno. Her research focuses on magazines and media communities. She also maintains the blog sivekmedia.com , and works as a correspondent forMediaShift .