We love technology. We spend untold billions of dollars on the latest and greatest new devices and apps, and we are constantly looking to see what new toys are on the way. In recent years, groundbreaking mobile devices have transformed the way that we spend our time and access information.
Arguably, nowhere has the transformation been greater than in our consumption of magazines. In addition to reading paper copies while commuting to work, we can also play games and browse ads in digital editions on smartphones. The world is at our fingertips, and the possibilities are endless. To that end, tablets, e-readers and smartphones have created a whole new world of opportunities for publishers and advertisers.
Digital storefronts and new advertising models are able to combine content and commerce in new and wonderful ways. Thousands of new apps are created every day, catering to the needs and desires of people everywhere. Their reach is only limited by online access. The possibility for growth and increased audience has never been greater, and the digital publishing industry has not yet reached its peak.
In order for publishers to succeed in this new digital landscape, it is more important than ever to understand their product, their customer’s relationship with that product, and how their customers’ use of the product will change in a digital environment.
Magazines are well suited for the digital transition to the tablet format because its size and orientation are similar to the printed page, but most people use more than one device, and publishers have to adjust their offerings to work on a tiny screen as well. From the perspective of how people use these devices, portability is of the utmost importance, as is the interaction between customer and brand.
Interactivity is the most significant feature in digital publishing. Never before have consumers been able to interact with each other about content. They can now instantly interact with the creator of the content – the publisher or advertiser. And last but not least, consumers can interact directly with the content itself.
It is necessary for content publishers to work with digital marketers to rework their traditional offering to create a seamless finished product that provides consumers with a complete and satisfying digital experience. Only then will consumers invest their time and money in the brand.