Despite an abundance of forecasts predicting a downfall in magazine print sales, brands are bouncing back with a reported increase in sales. At 64%, print is still the most important revenue generator for magazines but will this remain the case with the arrival of tablet computers?
There seemed to be a grey cloud looming over magazine brands as many feared that the internet would decline print sales. However it is becoming apparent that perhaps it is not a case of online over ruling print but instead magazines making their brand accessible through multiple mediums, understanding what their audience wants.
I think the future holds room for both print and digital with the key focus been on brands developing a range of different platforms to provide options for how audiences want to read. Print is the core feature of magazine brands but as we look to the future, the world of digital cannot go unnoticed by titles that wish to remain competitive and innovative. The power of digital provides a playground of design and development, giving the option for a simple extension of a magazine into a digital version to creating fully interactive, multi-media content.
If anything the magazine industry should see the App revolution working in their favour as it provides a captive audience and a clear revenue stream. The iPad supports rich, quality produced photos, layouts, and pop out features which is what consumer magazine publishers specialise in. GQ, Tatler and Glamour are amongst many that have already launched iPad apps, trusting it as a source of strong, continuous revenue and are already reaping the rewards through a continuous stream of downloads.