Can Digital Editions Be Sexy?
● These numbers are significant as publishers seek to build out a branded magazine app and mobile website strategy.
As Baker says when asked the question "Where are we now?" with digital editions and apps: "I feel like answering, 'Light years from where we were five years ago!'"
So … Where Are We Now … Really?
We may be light years from where we were five years ago, but the way technology evolves, we may be light years from where we are now by the end of the year in both digital editions and apps, consumer adoption and metrics.
"Opportunities are growing," says Edwards. "Newsstand from Apple will be another string to publishers' bows, offering automated content downloads and increased discoverability."
In addition, he says, "Native apps, Web apps and HTML5 digital editions need to be maximized, as vendors should be able to offer cross-platform subscription and advertising integration, as well as custom sponsorship and revenue solutions. Lead generation is one focus of some b-to-b apps."
In fact, sponsorships and in-app ads are being seen more and more frequently in both b-to-b and consumer apps.
Also a boon for consumer publishers or other paid-circ-driven publishers, notes Edwards, "We still see customers willing to pay between 50 percent and 100 percent [of the] traditional print price for mobile- or tablet-only subscriptions. Plus, now, publishers can bundle print and digital and app offering; there is good flexibility in the deals available to customers," he says.
"New, short-term developments are emerging tablets," Edwards adds, "so … Samsung Galaxy and HP (Bada OS), which publishers can jump on through native apps or HTML5. Plus, there will be TV apps in the coming years." PE