If, as expected, the device is a highly desirable, portable tablet device which is a “slate-like replacement for books and magazines”, then publishers will need to take it very seriously indeed.
For a start, it will present a number of exciting opportunities for new methods of delivery for online publications. Flash-based, interactive eZines, such as the ones Block produce for the likes of AMN and Adidas, will become a default method of delivery, taking advantage of the new device’s tactile touch screen and rich multimedia capabilities – this is not a Kindle.
Whether delivered via free apps or through traditional web channels, Flash-based eZines will become an entirely new proposition, as readers will be able to flick their way through magazines with a swish of their finger – delighting those who revel in the traditional magazine form but appreciate an exciting piece of video content as much as the next man.
The rise of digital eZines will be a very attractive proposition to traditional advertisers, who will be able to equate screen time to views in a much simpler way than is currently available.
Of equal importance will be the new ‘monetisation’ opportunities presented to publishers. As Wired magazine put it:
“Picture a free magazine app that offers one sample issue and the ability to purchase future issues afterward. Or a newspaper app that only displays text articles with pictures, but paying a fee within the app unlocks an entire new digital experience packed with music and video.”
These are going to be exciting times for the somewhat demoralised publishing industry. Here at Block we can’t wait to get our hands on one of the new iPads to start developing exciting solutions for our publishing clients.
