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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #203: Can
magazines and the iPad make it work? </span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">November 10th, 2010</span></p>
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<p style="text-align: justify;"><a title="From
ClipsAhoy,
http://www.freeclipartisland.com/clipsahoy/webgraphics3/aw4793.htm"
href="http://www.oplin.org/4cast/wp-content/uploads/2010/11/brokenHeart.gif"><img
class="alignleft size-full wp-image-1452"
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heart"
src="cid:part2.07000602.09030003@oplin.org"
alt="broken heart" height="79" width="108"></a><span
style="font-size: 16px; font-family: arial;
line-height: 110%;">What looked like a perfect
relationship a <a
href="http://www.oplin.org/4cast/index.php/?p=1365">couple
of months ago</a> may have hit a rough patch.
The iPad seemed then to be the device that was
going to save the newspaper and magazine
publishing industry and go hand-in-hand with it
into a bright digital future. Now the
partnership is starting to show some strain.
That doesn't mean the relationship is over, but
some folks are pointing out things the
publishing industry and Apple will have to do
differently if there's going to be a happy
marriage. </span></p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.brandweek.com/bw/content_display/news-and-features/digital/e3i472af4f084a4fdefae58200655b474cd">Pop
goes the iPad bubble?</a> (Brandweek/Brian
Morrissey) "The iPad dreams of magazine
publishers could be the latest death by
irrational exuberance. Despite the optimism that
greeted the new device, there is a danger that
publishers are squandering an opportunity with
clunky apps, bad pricing strategies and
unsustainable ad tactics."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.subtraction.com/2010/10/27/my-ipad-magazine-stand">My
iPad magazine stand</a> (Subtraction/Khoi
Vinh) "In my personal opinion, Adobe is doing a
tremendous disservice to the publishing industry
by encouraging these ineptly literal
translations of print publications into iPad
apps. They've fostered a preoccupation with the
sort of monolithic, overbearing apps represented
by <em>The New Yorker</em>, <a
href="http://www.wired.com/epicenter/2010/02/the-wired-ipad-app-a-video-demonstration/"><em>Wired</em></a>
and <em><a
href="http://www.subtraction.com/2010/04/05/a-popular-misconception">Popular
Science</a></em>. Meanwhile, what publishers
should really be focusing on is clever, nimble,
entertaining apps like <em><a
href="http://www.ew.com/ew/package/0,,20310286,00.html">EW's
Must List</a></em> or <em><a
href="http://live.gourmet.com/">Gourmet Live</a></em>."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.readwriteweb.com/archives/ipad_subscriptions_made_easy_by_freshly_funded_sta.php">iPad
subscriptions made easy</a>
(ReadWriteWeb/Marshall Kirkpatrick) "For all
their dreams of success in a medium that
privileges big pictures, multi-media and a touch
interface, publishers of periodical content have
been frustrated by the lack of subscription
sales options on Apple's iPad. Urban Airship is
a small startup that has begun to power iPad
subscription to content for publishers including
<em>NewsWeek</em>, the <em>Atlantic</em> and
the National Basketball Association."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://mediadecoder.blogs.nytimes.com/2010/10/29/newsweek-offers-ipad-app-with-subscription-option/">Newsweek
offers iPad app</a> (New York Times/Joshua
Brustein) "But publishers soon butted heads with
Apple over the issue of subscriptions.
Subscribers represent a steady revenue stream
for publishers. But magazines also see their
subscription rolls as a valuable source of
information about their readership, which they
use to attract advertisers and new readers. They
would also like to be able to bundle print and
digital subscriptions. Apple has been unwilling
to provide publishers with information about who
is buying their apps."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Numbers
Fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">According
to a survey of 5,000 tablet users released October
22 by <a
href="http://blog.nielsen.com/nielsenwire/online_mobile/connected-devices-does-the-ipad-change-everything/">Nielsen</a>,
41% of iPad owners who download paid apps have
downloaded magazines. </div>
<div style="text-align: left;"> </div>
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4cast</em></strong>
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