Most traditional publishing executives have bought into the idea that digital is crucial to the success of their publications in the 21st century. But despite the fact that most of them are increasingly embracing and investing in digital, few are seeing the kind of results that would indicate good times are back again.
A new survey of 476 publishing industry professionals and 1,800 consumers conducted by Harrison Group sponsored by Zinio might just hint at why: publishers are simply blind to what consumers really want.
Ask many consumers why they've stopped purchasing dead tree publications like newspapers, and chances are you'll hear comments like "the cost is too high."
Ask those same consumers what they expect when it comes to the digital/tablet versions of their newspapers of choice, and you'll probably learn that they expect the cost to be lower. And for good reason: there's no paper and ink to buy; the marginal cost of selling an issue of a newspaper on an iPad is pretty close to $0.
It has been a long time coming, but according to new stats, the internet has achieved a significant milestone this year: it surpassed newspapers to become the second largest ad medium.
Specifically, eMarketer predicts that by the time 2010 is finished, marketers will have spent just under $26bn on online ads, up nearly 14% year-over-year. At the same time, the research firm estimates that newspaper ad spend will have dropped over 8% year-over-year, to just under $23bn.
The Independent last week launched an iPad version of 'i' the compact, reduced price version of the newspaper.
The app currently has an offer for five free issues if users register, but will charge £1.79 for 10 issues or £2.99 for 20. I've been seeing how it works...
In the run-up to the launch of the iPad, there was a lot of talk about
the impact Apple's tablet computing device would have on traditional
publishers. For some, including publishing execs, the iPad was seen as
potential source of revitalization for newspapers and magazines.
While it remains to be seen whether or not the iPad will be as
beneficial to traditional publishers as many hoped, it has become clear
that finding success on the iPad isn't any easier than finding success
in the broader market.
It's common wisdom that the long, painful decline of newspaper business models began as the internet blossomed.
The internet is blamed for just about everything, from declining print subscription revenue to freefalling classified ad revenue. But is the common wisdom about the internet and newspapers wrong?
Linkbait may be good for online publishers' traffic levels, but what does it do for their bottom lines? According to research conducted by Perfect Market, not much.
The company, which aims to help online publishers, including newspapers, better monetize their properties, analyzed more than 15m articles across 21 newspaper websites this summer to determine which types of articles bring home the bacon.
The Financial Times is one of the few major print publishers that has
succeeded in a big way with paid content. And while other print
publishers who hoped that the iPad would help them revitalize their
businesses struggle with the iPad, the FT looks like it has extended its
existing success to the platform.
According to The Guardian, the FT's iPad app has now produced more than
£1m in ad revenue since it was released to the public in May. What's
more: of the 400,000 people who have downloaded the app, a decent number
are subscribing; the iPad app now delivers 10% of the FT's new digital
The Telegraph launched its first app for the iPad today, bringing the 'editor's selections' to the device. The app will be available for download daily from 5am.
It's a free app, for a limited period anyway, which will be sponsored by Audi for the first 12 weeks. It's an interesting move, and a good alternative to the paid apps from The Times and others.
I've been trying the new app out...
Rupert Murdoch's News International may still have a long way to go in convincing the world that it can succeed by putting its newspaper websites behind a paywall, but that doesn't mean that News International isn't confident that it will eventually succeed with the paywall model.
In a sign of its confidence, it is putting the website of the UK's top-selling Sunday newspaper, News of the World, behind the News International paywall in October.