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February 19, 2010


A great leap forward for traditional publishers. I think though that those publishers need to rethink pages layouts, specially the way in which content flows. What works in print may not (probably does not) work on digital devices.

Once the data starts to roll in I think you will see options for various ads that would fit the individuals demographic or patterns. Brands may choose to pay a premium to replace ads with their own.

Leveraging circulation information is all that was available, but now we have the chance to get down to a indv consumer level to show a personalized message.

Relevence? Most magazines are already targetted for certain demographics and interests. One of the great benefits of this kind of interactivity would be the ability to more quickly get an overview of the publications contents so you can drill down to what interests you while also being exposed to some other content. That is critical for making interactive publishing profitable by creating an almost entirely new advertising medium. The iPad will create a publishing platform that will be transformative. How quickly will depend on how soon and how well publishers understand and exploit the potential. Other platforms may work, but not as well since their user-interfaces and screen characteristics are not optimized for casual reading like the iPad, though I am sure there will be a bunch of knock-offs as soon as the product shows any signs of being successful. The fact is, readers don't like being anchored to desktops and even-laptops. Iphones are fine but their screen is just to small. Other e-book readers will be successful, but have not had the penetration to develop the newspaper and periodical publishing deals necessary to reach a tipping point. It looks like Wired understands all this and is well ahead of the curve in driving this new revolution in publishing forward!

I think it offers tremendous possibilities to enrich the reader experience by allowing the ability to delve deeper into an article. Touch or click a photo to play video from an event or view a picture slideshow will all become part of a magazine's online experience.

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