Eric Schmidt: The Future of Magazines is on Tablets

Eric Schmidt: The Future of Magazines is on Tablets

The Google Chairman Eric Schmidt caused a stir in the realm of publishing recently by predicting the future of magazines migrating from desktop to tablet devices.  In a recent report by Mashable, Schmidt cites the reason for this pending migration as the rise in popularity of tablet devices, and claims that “Tablets are now more popular then PCs,” he said.  “You can read it, it knows where you are it has an accelerometer. There are all sorts of stuff publishers can do in tablet magazines that they could not do in print magazines.” Schmidt goes on to say that not only will tablet magazines be the future of magazines, but that in 5 years from now devices similar to tablets will be used at large by the world as a substitute for traditional media.  These devices will have apps (magazine app, flipbook app, catalog app being example of the media consumed) that are “immersive”, dynamic and responsive taking advantage of the increasingly high volume of data available to developers of such digital media such as people’s social graphs, locations data among others. He go so far as to say these magazine app, catalog app and magazine apps will take advantage of people’s social graphs, location data and other features to offer a more interactive experience. Schmidt sees this as a positive for publishers, “In the world of online advertising, the location signal allows you much more targeted ads than print ads today.  The more targeted they are, the more likely readers are to click, and the more likely advertisers will bid up the prices of ads.” The view coincides with a widespread acceptance among the magazine publishing industry that we are no longer debating print versus digital, and it is not enough to publish a digital version of your print edition, we need to consider the flexibility of that digital edition.  What type of content and functionality is most important when publishing digital catalogs?  With this in mind, we outline some important considerations to include when publishing your digital magazine. Multi-device viewing Is it accessible on all devices and adjustable to different careen widths?  Flash alone is not going to do in this multi-device world; you need to consider publishing in HTML5.  Make your magazine auto-detect the device that the person is using (desktop, tablet, mobile), and serve the technology (flash or HTML5) that best serves that device. Apps (flipbook app, catalog app, magazine app) If the future of digital media is via apps on tablet and smartphone devices, can your digital catalog or magazine be accessed in the way?  If people are used to accessing all digital media via an app on their phone, one would think they will want to access their online magazine subscription here also.  Where else would they go to your website or save for offline viewing –no, it is about quick and easy access to your publication. Multimedia integration Video, page transitions, audio, hyperlinks, animations, slideshows, image galleries, archiving and search functions are just some of the ways to increase the interactivity of your magazine and increase reader engagement. These are just some of the considerations to include in planning for your digital catalog or digital magazines future; and increasing your expected revenue.  If you have any questions on these or would like any more advice on ways to enhance your digital magazines, feel free to email us sales@epaperflip.comor call us at 855-303-9410.

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