“The last ten years of magazine publishing has been a period of rapid innovation” (Leslie, 2013), as soon as the first iPad was launched in 2010 (Hall, 2013) magazine publishing have grasped the digital age fully by changing and improving their business models to adapt to the new technological world that has become popular over a short period of time. Digital magazines have become more interactive and entertaining transforming a passive audience into an active one, some examples of these digital magazines are:
Ellements Magazine – They focus on “the new generation of fashion and beauty” (Ellements, 2014). As well as providing online content they also provide a printed edition.
http://ellementsmagazine.com
Ellements Magazine – They focus on “the new generation of fashion and beauty” (Ellements, 2014). As well as providing online content they also provide a printed edition.
http://ellementsmagazine.com
Linger Magazine – Dedicated to providing a platform where designers, models, photographers and stylists can showcase their work. It is a mobile ready publication that oozes interactivity it also has a print addition that is annually distributed on their anniversary (Linger, 2014).
http://lingermagazine.com/about/
http://lingermagazine.com/about/
“The internet presents the ultimate challenge for the printed magazine” (Leslie, 2013) in order to remain successful amongst the threat of online content is to see this digital era as an opportunity, independent magazines can benefit hugely from this digital whirlwind by publishing their magazine across multiple digital platforms which enables wider exposure and results in a wider readership. A good example of this is The Atlantic, which became the first prominent magazine that earned more advertising revenue through their digital publication rather than their print edition (Johnson and Prijatel, 2013). Magazine publishers should stop broadcasting their publications and rather start to narrowcast focusing on a particular demographic (Cramer, 2009).
The on going debate with print vs. digital in my eyes will still remain in years to come, here are four issues that print and digital publishers face:
· Audience: A particular issue with the audiences of today is how they are consuming magazines. IPad’s, Phones, laptops etc. Publishers will need to make sure that they can ensure their publication will be accessible across all platforms; they will also need to define their online readership, which can be a potential issue in itself.
· Expectation of digital: We, as humans automatically assume that if we purchase something, we own it. So is this the same for content online? Who actually owns virtual content? According to the Guardian we are effectively “leasing the online content, not buying it” (Osborne, 2012).
· Advertising: The issue with advertising through digital magazines is the fact that the printed magazines still have a broad audience that advertisers value. Online audiences are more fragmented they are hard to reach and harder to define as a whole (Moses, 2014).
· Content Competition: “Magazines simply can’t compete with the Internet” (Reeves, 2014). One of the biggest issues for not only online publishers but print too is the concept of free content, majority of the information we read in magazines and newspapers are available to us online for free so it becomes exceedingly difficult for publishers to compete.
I truly believe that magazines can use the digital era as a huge opportunity as it gives a substantial creative platform that is needed to design a magazine that is like no other. Hardi Magazine is a french fashion and art magazine that that uses digital and creativity to a whole new level.
The on going debate with print vs. digital in my eyes will still remain in years to come, here are four issues that print and digital publishers face:
· Audience: A particular issue with the audiences of today is how they are consuming magazines. IPad’s, Phones, laptops etc. Publishers will need to make sure that they can ensure their publication will be accessible across all platforms; they will also need to define their online readership, which can be a potential issue in itself.
· Expectation of digital: We, as humans automatically assume that if we purchase something, we own it. So is this the same for content online? Who actually owns virtual content? According to the Guardian we are effectively “leasing the online content, not buying it” (Osborne, 2012).
· Advertising: The issue with advertising through digital magazines is the fact that the printed magazines still have a broad audience that advertisers value. Online audiences are more fragmented they are hard to reach and harder to define as a whole (Moses, 2014).
· Content Competition: “Magazines simply can’t compete with the Internet” (Reeves, 2014). One of the biggest issues for not only online publishers but print too is the concept of free content, majority of the information we read in magazines and newspapers are available to us online for free so it becomes exceedingly difficult for publishers to compete.
I truly believe that magazines can use the digital era as a huge opportunity as it gives a substantial creative platform that is needed to design a magazine that is like no other. Hardi Magazine is a french fashion and art magazine that that uses digital and creativity to a whole new level.
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Bibliography
Cramer, C. (2009) Forget Broadcasting, the Future is Narrowcasting [Online] Available From: http://blogs.reuters.com/fulldisclosure/2009/03/04/forget-broadcasting-the-future-is-narrowcasting/ [Accessed: 18 November 2014]
Ellements Magazine (2014) Ellements Magazine: About Us [Online] Available from: http://ellementsmagazine.com [accessed: 19 November 2014]
Hall, F. (2013) The Business of Digital Publishing: An Introduction to the Digital Book and Journal Industries Abingdon: Routledge [p.34]
Hardi Magazine (2014) What is Hardi? [Online] Available From: http://www.hardimagazine.com/what-hardi [Accessed: 22/11/14]
Johnson, S. and Prijatel, P. (2013) The Magazine From Cover to Cover New York: Oxford University Press 3rd Ed.
Leslie, J. (2013) The Modern Magazine: Visual Journalism in the Digital Era London: Laurence King Publishing Ltd.
Linger Magazine (2014) Linger Magazine: About [Online] Available From: http://lingermagazine.com/about/ [Accessed: 18/11/14]
Moses, L. (2014) Why Digital Publishers Want to be in the Magazine Business [Online] Available From: http://digiday.com/publishers/digital-publishers-magazine-business/ [Accessed: 19 November 2014]
Osborne, H. (2012) Do You Own Your Digital Content? [Online] Available From: http://www.theguardian.com/money/2012/sep/03/do-you-own-your-digital-content [Accessed: 18 November 2014]
Reeves, L. (2014) Magazine and Newspapers in the Digital Age [Year 2 Lecture] 18 November 2014
Bibliography
Cramer, C. (2009) Forget Broadcasting, the Future is Narrowcasting [Online] Available From: http://blogs.reuters.com/fulldisclosure/2009/03/04/forget-broadcasting-the-future-is-narrowcasting/ [Accessed: 18 November 2014]
Ellements Magazine (2014) Ellements Magazine: About Us [Online] Available from: http://ellementsmagazine.com [accessed: 19 November 2014]
Hall, F. (2013) The Business of Digital Publishing: An Introduction to the Digital Book and Journal Industries Abingdon: Routledge [p.34]
Hardi Magazine (2014) What is Hardi? [Online] Available From: http://www.hardimagazine.com/what-hardi [Accessed: 22/11/14]
Johnson, S. and Prijatel, P. (2013) The Magazine From Cover to Cover New York: Oxford University Press 3rd Ed.
Leslie, J. (2013) The Modern Magazine: Visual Journalism in the Digital Era London: Laurence King Publishing Ltd.
Linger Magazine (2014) Linger Magazine: About [Online] Available From: http://lingermagazine.com/about/ [Accessed: 18/11/14]
Moses, L. (2014) Why Digital Publishers Want to be in the Magazine Business [Online] Available From: http://digiday.com/publishers/digital-publishers-magazine-business/ [Accessed: 19 November 2014]
Osborne, H. (2012) Do You Own Your Digital Content? [Online] Available From: http://www.theguardian.com/money/2012/sep/03/do-you-own-your-digital-content [Accessed: 18 November 2014]
Reeves, L. (2014) Magazine and Newspapers in the Digital Age [Year 2 Lecture] 18 November 2014