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Media Intelligence : Media Trends+Strategy 2012
digital MEDIA Trends + Strategy 31 Tablets the catalyst for advertising uplift Monetisation is the question Are costs a barrier to developing apps and how are they being monetised? Monetisation of apps is the key question facing publishers at the moment. Some have offered their digital magazine free to existing print subscribers as an enticement to increase print subscriptions. Others have successfully sought sponsorship from advertisers to cover the cost of production. It all comes down to the type of publication and the publisher’s business model. Barriers to entry exist in digital publishing just as they do in any other industry however, the market place is a lot better educated as to the products available so the costs are somewhat lower now than for the innovators and early adopters of the technology. How has your product developed over the last two years? WoodWing’s initial release had features such as video, slideshows and hotspots that extended users’ capabilities beyond standard print design. Currently we have html5 overlays for real time news feeds, social media integration and hundreds of functional widgets that provide useful tools as well as fun and games. We can also output to other tablet devices apart from the iPad. How do you view alliances in being able to deliver stronger products to market? We have always said that it’s not just about the app. Managing the content collection, creation and output channel is just as important. This is why WoodWing and Adobe’s tablet publishing alliance is so exciting: it involves using the WoodWing workflow to output to Adobe’s specific file format and hosted solution. Customers will now be able to use the WoodWing editorial workflow in combination with Adobe Digital Publishing Suite to deliver tablet content in a single, integrated workflow. Where do you see your market growing? There are reasonable cost benefits in having a fleet of tablet devices as opposed to laptops, so corporations are using tablets more and more as a business tool. As security for these devices improves, I expect to see more sensitive company data being pushed out to executives’ tablets. Matthew Green MD Creative Folks Where are tablets heading? According to PwC’s Entertainment and Media Outlook, by the close of 2012 there will be over 63 million tablets in circulation worldwide, with more than 2.75 million here in Australia by March 2012. Their success stems from the fact they are highly portable, run stable operating systems, are designed for mobility and have applications that are easily installed by users. When you look at the whole package – which includes rich content that can be downloaded and amply stored, thousands of useful applications for professional or personal use, abundant wireless and mobile connectivity in most major markets such as Australia, light weight, a long battery life and a user interface so simple that toddlers and grandma can use them with ease – they are most definitely here to stay. What are the major challenges of tablets for magazine publishers? Tablet is an excellent opportunity as Nielsen has shown in its ongoing studies that, for the first time in a long time, a digital medium has emerged for which consumers are strongly inclined to pay for magazine content, and advertising yields are promising. The major challenge is building a successful and sustainable business model. Many publishers were first into the digital publishing market only to find that, years later, many of their print dollars had turned in digital cents. The early signs of tablet magazine publishing are promising: some publishers are reporting profits on certain titles and Apple’s recent launch of Newsstand has created a destination for readers but there’s very little sales data around. Publishers should learn the agility lessons from other industries and move quickly into tablet using emerging standards (such as Adobe’s .folio for tablet magazines) while working with outsourcing organisations that offer the benefit of no capital investment, scalable solutions, world’s best practice and a plan for when new disruptive technology comes down the road. How are advertisers responding to tablet magazines? What’s the trend moving forward? Advertisers are understandably very interested in a medium that offers rich engaging experiences where consumers touch and interact with their brands, that can be used both in the home in relaxed situations as well as in full-on shopping mode on the street. Medialets in the US conducted a study using full-page rich media interstitial adverts and discovered engagement rates of over 10% and click through rates of over 4%. In many ways this reminds us of the early days of the web, however advertisers have a unique opportunity on tablet made advertising that is both useful and entertaining – much like quality print magazine advertising which can be as much a part of a reading experience as the editorial. Currently there are tablet advertising opportunities available through mobile web, typically in blind-buy situations, but this is falling a long way short of what the device is capable of. Advertisers are looking forward to larger audiences and economies of scale in magazine app advertising, which will come in 2012. Recently we’ve seen a trend where publishers have worked very closely with key advertisers to launch new tablet magazines in exchange for creating intimate and exciting brand experiences using both display advertising and branded content, and this trend is set to continue in 2012. Shane Mitchell CEO Reddo p26-29,31_digital.indd 31 28/11/11 2:43:21 PM
MT Resource Guide 2011
MT Resource Guide 2012