Evolution of Digital Magazines and Newspapers Not too long ago digital magazines and newspapers were futuristic concepts; something people assumed would happen but not happen anytime soon. Thanks to the rapid development in the digital media consumption applications and mobile hardware like the iPhone and iPad, digital magazines and newspapers have taken the market by surprise. Already around 75% of western males say they would subscribe to a digital version of their favourite magazines, with females around 45%. A research paper published in July 2011 by the International Journal of Library and Information Sciences, Volume 3(7), highlighted the evolving attitudes of teenagers and adults. Magazines piling up in smaller apartment style living spaces agitate most people. With their parents and spouses crying foul over the mess, most men are ready to consider digital versions. The research paper goes on to elaborate how students, journalists and most others with work-related reading will use the internet more and more to seek information, leaving in their wake only leisure readers with print. The time is now to understand what sort of readers you target and how you will move your business with these trends. Another factor that significantly influences reading habits is social media. People like sharing topics of mutual interest and digital magazines and newspapers readily allow this at the click of a button. Whether the topics bring joy or heated debated, they create discourse which can be a publisher’s rocket to fame and popularity. A publisher’s ability to ride this social wave will determine success against competition in this rapidly evolving industry. Social platforms allow readers to engage in discussions with their peers and have their opinions published. Successful digital magazines and newspapers have deeply integrated with Facebook, Twitter, Google+, Linkedin and other networking services to benefit from the lively discussions that regularly erupt on these platforms. Without a digital version of your magazine, not only are you losing a huge reader base, but you could also be digging an early grave for your publication! Another study conducted by Affinity, a reputed name in accountability management of print and digital magazines, revealed that consumers are far more likely to make direct enquiries and purchases from ads in e-magazines. With remarkable changes in the spending habits and the pressures on retail, it is comforting that people are ready to spend money online faster than ever before! Publishers of print magazines and newspapers should heed the obvious and clear warnings plastered all over the paths to success in this new era of media. Further, time is of essence because life in the realm of digital publishing is no bed of roses either and with ad prices around 1/10 that of print, today’s publisher has a steep road ahead. Challenging – yes. Exciting – you bet!
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