Pub Talk
By Rob Yoegel
About Rob
Rob Yoegel takes an active role in North American Publishing Company's online efforts including content, sales, marketing, usability, functionality and vendor relations as Vice President, e-Media. Rob works directly with publishers and editors in developing a consistent strategy from print to online.
A former journalist, Rob has been involved in Internet strategies since 1996 serving as an associate editor of Target Marketing magazine, where he regularly contributed articles related to the Internet, including e-commerce, Web site design/development, e-mail, fulfillment, customer service and marketing integration. He also spent one year as publisher of PhillyTech Magazine, a regional technology magazine published by Philadelphia Newspapers Inc. E-mail him at ryoegel@napco.com or call (215) 238-5344.
Media Vent
On the 'Power of Print' Campaign
Mar 5, 2010The campaign claims to target advertisers, shareholders and industry influencers. Well listen up, my friends, because you just insulted them...
The E-Book, E-Paper, Kindle Challenge
I always get excited this time of year because very soon I'll be spending a few days in New York City at our annual Publishing Business Conference & Expo where I get to reconnect with some bright minds like Bill Amstutz, Alex Brown, Bob Sacks, Bob Wiemers, and many others.
As a member of the conference advisory board, a speaker and an eager attendee, I expect one thing from this and any conference: Practical advice based on actual experiences. So this year, let's put aside all of the predictions and what people think the industry will be like in 10 or 20 years.
On the "e" side of publishing, let's remember that still, only about 57 percent of the nation uses broadband, although it's accessible to 91 percent of them. Also, U.S. Internet penetration will grow just 1.4 percent this year, according to a recent report from eMarketer.
Sure, the statement can be made that -- faster than television, radio, cable or any other medium -- the Internet is accessed in close to two out of every three homes. I won't argue that in a little over a decade this is an unprecedented accomplishment. However, the affordability of things like broadband and wireless access during the economic conditions we are experiencing shouldn't be taken for granted.
During last year's conference, I put a challenge out to "Mr. E-Paper" himself, Bob Sacks. Let me spill my drink on his e-book reader and then spill some more on the magazine he was carrying around. Which one would he replace faster?
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I would think that no matter what the digital coverage, we will all be getting more and more of our news and info digitally whether we like it or not. With the economy the way it is, you will be seeing less and less in print and more online and via email.
I would bet more news and "old style" magazine content will now be delivered to those thousands of email address' everyone holds near and dear to their business. With all of us having handheld devices that accept multimedia and rich text, the outlet to get users what they have always gotten in print will surely end up in our hands some way.
The idea that "you can't read online content on the toilet", is no longer a valid argument - blackberries, Treo's, etc. make portable news and getting your content anywhere much more flexible.
No one wants to see print diminish at all, but we all need to be prepared to deliver the same good quality content wherever our readers and subscribers are. When things pick up again, we will have multiple ways of reaching out to people - new print initiatives, added online and mobile venues, etc. There is a whole new world in front of everyone - economies like this make strong companies stronger and breed a whole new string of ideas and collaboration.
But, yes, I am sure he would be pretty ticked off at you for spilling something on a $400 device, regardless of what it is.
Funny thing, numbers. Yes, 57 percent penetration for broadband. Seen it, we all know it. What I want to know is what is broadband penetration for THOSE WHO BUY BOOKS!? I'll bet it's vastly higher and, therein, lies the problem for us as publishers. We need models that pass along the savings customers know we achieve with e-publishing to our customers in a way that makes them buy more and that takes advantage of them being plugged in. What you think the percentage of BB access is for B2B customers?
Numbers are funny things. Look, I write with fountain pens, collect manual typewriters and listen to vinyl records. But while I like those things, the realist in me has pretty much told me that I need to think differently when it comes to my business. And for that, I know the world is bits and bites in an increasing fashion and far less cellulose. I don't have to like it--nobody asked me. And unless we want to be the record companies, we need to look beyond the surface. We need to see how much that broadband world reads and compare them to others. Funny thing was that folks who used Napster BOUGHT more music than anybody else. Music companies shot themselves in the foot instead of dropping back to think about what was going on there. Of course that followed them charging more for CDs that cost less to produce than vinyl LPs AND which offered inferior sound quality. Oh well.
Right on, Richard. Very well said. You make some great points and thanks for reading and writing.
> Which one would he replace faster?
Errr... what's your point? Obviously, he's going to be much more concerned about the $400 eBook you destroyed than he is about the magazine. Do you mean that it is easier to replace the magazine at the corner newsstand? Or just cheaper? You can't mean that he cares more about the magazine, which is almost by definition disposal. I can't imagine ever paying twice for the same issue of a magazine. Unless maybe my picture was on the cover of it.
Thanks for reading and writing, Ryan. Sorry if my point wasn\'t made clear. E-books/e-paper remain luxury items that not everyone can afford, and until it\'s close to being as practical for your "Average Joe" to buy one (and replace one) as it is paper, there\'s still a long way to go.
In these tough economic times, we may have taken a step backwards when it comes to the importance of technology in our life and how much it\'s worth. I have to admit, however, that I couldn\'t live without my Blackberry.
Thanks, again.
Amen, finally someone speaks out for the good ole book. I love books and I want books. I don't want another gadget. They break, they're not easy on the eyes no matter what the propeller heads tell you. Books are cost effective and comfortable. Kindles are not I-pods and never will be.