Proof of Print in the iPad: The Wired Magazine App

Apple created a huge buzz and a sense of mystery and anticipation for the iPad, but it ultimately fell victim to mixed reviews. Most headlines about the iPad pinned the product against the Kindle by Amazon. I was one of those consumers that were not very motivated by the new product, but then I saw the new application released by Wired Magazine and I quickly saw how this product will play a big role in being a game changer in the print industry.

I figured Kindle had a market share that would be faithful because of its simplicity and clear application. But even with simplicity, the Kindle was not exactly increasing the desire of advertisers wanting to put their dollars back into magazines and periodicals. Beyond the fact that the iPad has other functions and capabilities, what really makes it a revolutionary product is how easy it makes printed media available to its users. How can we forget about the iPad’s application technology? It’s not about what fancy things the iPad can do. It is how it can do them. The iPad has much more application functionality than the Kindle.

If you haven’t yet, I suggest taking a look at Wired Magazine’s new application for the iPad. It is an electronic edition of the monthly magazine available in one touch. I’m sorry Kindle but, that’s pretty awesome. This is exactly how the iPad is going to save print media. The Wired Magazine application will have expandable pages that can be read horizontally and vertically and get this … the advertisements will have 360 degree views, and stories or features can include embedded videos.  One thing I would look out for is the functionality of the ads being able to be shared, which will increase visibility as well as new innovations in interactive advertising.

Flipping through magazine pages got very basic for us, but what is going to boost consumer sales and ad revenue is this interactive approach that will give consumers the experience they have evolved for. Over the past few years Americans have been getting used to using multi-touch screen devices in their everyday lives. Keep in mind the flexibility in application customization for specific audiences that are targeted for each magazine or periodical market. Imagine Rolling Stone being able to embed a music video or interview in an editorial about a featured artist.

The Wired Magazine app is just an example of how the print industry can bring back advertisers and attract new customers while bringing back the old ones. Since the 1950’s mass media has moved towards special interests and niche subjects. I was one of the skeptics that thought the iPad was a bust, but I must retract! Historically, print media has been able to adapt since the first newspapers centuries back, this new digital era will not be any different.

February 19, 2010