App-a-zine/app-a-paper - Inspired by an article by Alan Mutter ("Digital puts news consumers in control")
I finally came up with the solution to the main problem facing magazines and newspaper publishers today. Currently, most publications are two-faced, in a good way of course. One face is the print version while the other is the digital or online version. The print face was once smiling J and is now sad L, with the digital face now smiling J, but for how long?
The problem is that their users (readers) see these two faces as two distinct versions and most likely are confused. Now, the simple solution would be just to combine the two versions into one. That is not so simple, is it?
Introducing the app-a-zine/app-a-paper.
Depending on the demographics (big data) of the readership, the publishers offer a number of columns and editorial options and a menu offering, in buffet style, free, paid, and sponsored news and other information sources. The reader, again defined by data, is allowed to select articles from any one of many free sources as well stories from paid-per-reader columns and sponsored columns. Yes, some of the pay-to-read columns can be sold to advertisers and end users (the agencies will like this new revenue stream as will the publishers). The key is all transactions must be tracked, followed, studied and analyzed; the publication will earn more income, revenue from the data gathered.
Imagine a magazine/newspaper based on the popular kids toy Colorforms. If you are not familiar with the game, click on the url (http://www.colorforms.com/), and you will get the idea. You select colors and create your own images and drawings, then place clothing onto figures set out in a series of template backgrounds, and voilà an artist is born. In the case of our app-a-zine, an expanded user/reader is born. As with Colorforms, we have placed the consumer (reader) in control! They can prepare their own buffet of news, stories, interests, hobbies etc.
We are into the "I or i" generation and should allow publishing to make money from it. After all, there are two "i"s and one $ in the word "publishing," and this great industry which has given us so much desires it!
Seriously, with all the recent news of online readership up/down, print readership down, internet ads weak, ad revenues about to dip, and direct mail up, we all need to think outside of the traditional box or whatever container to which we find ourselves confined.
"App-a-zine/app-a-paper"-I like it. It sounds tech-y, futuristic, and maybe profitable too.
Need help in understanding the revolutionary concept, your comments are always welcomed at firstname.lastname@example.org or 917.597.1891.
A selfish plug: I have just completed:
Guide to Integrated Print and Media Convergence.
The Print Provider's Guide to Use, Sell, and Profit from
Integrated Marketing and Emerging Technologies.
This book is being released by the Printing Industries of America, if you are interested in ordering a copy or copies please contact me at email@example.com.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.