Which magazine on iPad will change the advertising and publishing world?
Here’s my answer: I’ve bought them all: Wired, WiredUK, Project, PopSci+, Interview, Intelligent Life and all the German attempts. The magazine folder on my iPad is the largest of all my iPad-folders. But I still don’t believe in the concept ‘iPad magazine’. Magazines obviously come from the print world. They are pure print. The whole format, the presentation of content, the curation, the writing, everything is optimized for publishing on print.
The buzz about the iPad in the publishing industry reminds me of the buzz in the marketing world about Second Life a few years back. Everybody is excited because it seems they can now go back to what they know best and make a buck in the digital realm. The marketers were excited to do outdoor campaigns again in Second Life and the publishers are excited to to print publications but on digital devices.
Problem is, it has never worked out to approach a new format/screen/media/device with an old mindset. And that’s why I think that no ‘iPad magazine’ will change the publishing and advertising industry. As long as publishers consider iPad magazines to be digital versions of their print magazines with some added interactive features, it won’t work out. The iPad (and tablet devices in general) are a new entity in our everyday (digital) life and to create successful media for it, we have to put the user’s use of devices and media throughout his day in the center and create an ecosystem of services to go with that.
What I hope for is that some publishers will take a good look at their core content and competence and pair that with their insights into the user’s behavior to create completely new formats. If I had to bet money on a publisher, it would be Bonnier. I think their News+ concept is spot on (the two intro slides say it all).
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