What’s Santa Bringing You this Year…

They once said "digital will never replace film", well guess what you have a choice of either get on the bus or be left behind as the handwriting is clear... (Oh and the internet is just a fad)

Well guess the first question is if you where good or not is going to be the first thing, however your proclivity to remain out of trouble isn’t our worry in this waxing as hey Santa needs a job too.  Yet what has me thinking aloud is it appears that the publishing industry is still feeling out ways to take advantage of new digital formats.  As if I had to guess some of the “adult” (and not so) items will be iPads, iPhones, Kindle Fires and maybe even a Galaxy Tab or two for the more adventurous out there.  As people can say what they may or want, these devices do one thing and they do it very well.  Yes Virginia we may need to talk about this Santa thing, however we don’t have to about these devices being “hyper” eMedia consumption appliances as they are to users of media as beer is to a frat house party.

As well as at this moment there seems to be plenty of traditional magazine subscribers who have claimed that they still prefer old fashioned print, but we all know that a “magazine” is nothing more than a broken iPad.  As there are a few brave souls  as  part of a slowly growing  number since the iPad was introduced in 2010  who read magazines on tablets.  While it’s not if the general public loves them or not might be up for grabs, but what interests me is that according to a newly published survey conducted by the Association of Magazine Media, found those [like myself] who are already reading magazines on tablets tend to really get into them.

As survey said that  adult digital magazine readers where claiming to be reading as much or more magazine content than they did before starting to read on a tablet.  In fact,   two-thirds of the survey said they plan to consume even more “magazines” now that they can do so digitally.

Here Christopher Kevorkian MPA EVP of Digital said in a statement “While various research has long proved that print magazines drive purchase behavior, digital magazines hold the promise of creating a direct link between purchase intent and actual transaction”. As its clear that publishing houses must look to the tablets to help keep them afloat as well as the new role the “magazine” will take on.  As here now there will be a direct connection to the reader which will warrant a paradigm shift from the old ways.

As in the stone ages, trees where cut down, paper was made and water polluted so that color glossy wad of paper could show up in your drug or local book store for you to read for a hour or two and toss out to fill up a landfill.  Here there was no connection as the publishing house had no clue you bought their tome, as all they knew is they sold 2,000 copies to Walgreens.   However in today’s digital world they have a link to you  as that fancy little magazine App is just that an application which can exchange information, display notifications and manage bidirectional feedback.  In short each magazine App can also become its own self contained retail experience further tightening the entire “consumer” web.

So first off, don’t be like those film camera folks that said digital will never take off as it did so and go and try to find a film camera and  if you do try and get the film developed [this is the future of print]!  So its not a question of if, only when you convert as the sooner the better as waxed here before, those which fail to adopt today will become tomorrow’s information impoverished…

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About Joseph Campbell

As a strong believer in the fact that "people work for people", it has been a life driver to better to understand the complexities of the various aspects which drive efficiency within this axiom, especially the concepts of leadership. Supporting this, I have been fortunate enough to having experienced this as leader on a global basis over the last decade and half. During this time it has been clear there are three core drivers being Life, Leadership and Economics.
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