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iMags: An answer to a shrinking print culture?

Author: Simon Warner

The beleaguered land that was once a globe-spanning magazine empire could be about to receive the hypodermic boost that will get it back in the standing position during 2010. Both glossies – and even newspapers – hope they can benefit from the latest product to drop from the fruit-laden Apple tree.

The insider predictions are that the iPad – or tablet, or slate, there are various names being banded about as the pre-launch hype trails the January 27th unveiling – will forge relationships with some of the biggest names in print publishing and the association will lead to an ‘iTunes for magazines’, according to recent Guardian online reports.

Among those multi-media corporations who appear to have signed up to the project are Time Inc, Condé Nast, Hearst, Meredith and News Corp, all US-located businesses, though Time Warner does own IPC, home to New Musical Express and Uncut.

With Germany’s Bauer in possession of the other major UK popular music magazine titles – Kerrang!, Q and Mojo – maybe it will be some little while before this America-centred project spreads its wings across the Atlantic and boosts our key rock and pop publications over here, too.

But with promises in the US that the Top 50 best-selling magazines – from Vanity Fair to The New Yorker and even the New York Times apparently allying with the SF computer giant and  joining the roster of would-be iPad publishers – could soon be online to digital readers, it seems unlikely that this bold venture won’t arrive in Europe in some form in the near future, as well.

Okay, so the digital book reader phenomenon has remained largely a Stateside feature, so far, but even that is gradually migrating to Britain with Amazon finally offering its Kindle product to UK customers, though still at a prohibitively high whack of $489 for the larger screen, $259 for the smaller.

Interestingly, while this gizmo is finally importable, the price remains in bucks rather than quids which suggests that the Kindle promotional push here is a somewhat half-hearted affair at present.

The cost of the new iPad is, of course, likely to be the biggest disincentive, at least at first, for potential buyers on this side of the pond. The US Apple launch seems sure to follow the usual pattern: slam a dollar price on the product – $1,000 is the expectation – and then unkindly convert that number to sterling for the Brits – a bit of an ouch at £1,000.

But, as with iPods and iBooks and iPhones, we’ll eventually see a slight fall in the price tag and all be swept along in the Apple cart no doubt. However, if this means that the collapsing news-stand is bolstered by a new raft of readers who buy their mags in the iTunes manner then supporters of print may see this latest tech trick as a vital lifeline to a floundering magazine marketplace.

Yet, to end on a note of warning, this idea may not be an instant saviour to the print industry. NME did launch a free digital version of its mag in early 2009, in league with media distributors John Menzies Digital. The short-term experiment was deemed uneconomic after only a few months so the iPad project may offer glimmers of light but few certainties.

The hope must be that Apple’s unwavering ability to produce irresistible objects of desire will be replicated here and turn young web-heads back to the notion that well-designed, well-written music magazines are actually worth investing in.

PS: Other news from the Jobs labs. Rumours abound that a product aimed at swashbuckling seafarers is in development. Thought to be an aid to pirates, buccaneers and others who may have lost eyes in sea battles, mutinies, aborted boarding raids or one-on-one cutlass duels, the iPatch, believed to aid both 3-D and peripheral vision, could be available as early as the late 15th Century.

Taken from this post:
iMags: An answer to shrinking print culture?

7 Comments »
  1. Unfortunately, the talk around the States is that Apple will initially offer the iPatch at a price of 299 pieces of eight. That’s way too much — you’d have to be Captain Kidd’s chief financial officer to afford that! I’m just going to wait until the pirated version of the iPatch comes out of China later this year.

    Comment by Richard Riegel — January 20, 2010 @ 12:40 am

  2. Fascinating stuff, Simon. For the benefit of the Luddites(such as myself) among us, could you please explain exactly what the iPad will do? The reason I’m slightly mystified is because my feeling is that with magazine articles, unlike itunes, usually one use is all the punter wants – most people don’t read magazine articles more than once. So is the slate wiped clean as it were after each article is purchased and read? And if so, what purpose will the iPad serve compared with more conventional methods of pay-per-view or annual online subscription as in operation say on the rocksbackpages archive?

    Comment by Leyla Sanai — January 20, 2010 @ 9:13 am

  3. Sorry, Leyla, all good questions but I may have to rely on this to help you – and us all, perhaps….a more recent Guardian account from yesterday:

    http://www.guardian.co.uk/technology/2010/jan/20/apple-tablet-reader-launch

    Comment by Simon Warner — January 21, 2010 @ 3:53 pm

  4. Sign me up for that iPatch. More seriously, I’ve been saying for a decade now that paper will go the way of the plough. Plenty of upside to this, environmentally and otherwise, since paper news and mags have always been semi-disposable at best anyway. I still buy the paper Guardian, not least because I like the share-ability of it at breakfast, for example: little Johnny with the sports, the Missus with G2, so on & so forth – but I accept its days are numbered.

    Comment by Barney Hoskyns — January 21, 2010 @ 5:00 pm

  5. The Plough and the Daily Star….now there’s an O’Casey play…

    Comment by Simon Warner — January 21, 2010 @ 5:15 pm

  6. Thanks for the link, Simon, I’ll have a look at that.
    Like Barney I like the substantial feeling and ability to share of a real paper at least a couple of times a week – weekends mainly, when you can share and take your time.
    I can’t see myself ever buying ebooks because I like the transportability and physicality of paper books, but maybe my mind will be changed. But with e books you may want to read them again, or pass them on. I just can’t see that happening with magazine and newspaper articles, which I always see as one read only – hence why I have difficulty in seeing the attractions of an ipad where you can (presumably) store them. But I suppose logically there’s no reason why a great magazine or newspaper article should be any more disposable than a good book.
    I’ll read the Guardian piece later and see if it enlightens me further. Thanks again.

    Comment by Leyla Sanai — January 22, 2010 @ 10:51 am

  7. Well, Leyla – They DID call it the iPad, I am sure you will now be aware!

    Comment by Simon Warner — January 31, 2010 @ 7:46 pm

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