Digital Marketing & Traditional Print Ads, Combined?
The NY Times reported today that Condé Nast will be releasing several of their magazings in full-length versions, as iPad applications. These will be available to iPad users, just like a traditional magazine, at a fraction of the weight and waste. “The first magazines for which it will create iPad versions are Wired, GQ, Vanity Fair,The New Yorker and Glamour.”
This new event in technology is likely going to be the next evolution in traditional print ad-buys. Unlike Amazon’s Kindle, the iPad versions of the magazines will be full color with easy page turning via the touch screen. Condé Nast is also developing the a simple solution for it’s readers to enter into ads from the iPad with easy and simplicity, thus removing the need to “remember” to look something up later, when a traditional magazine subscriber would get home or to a computer. They see this as the future in “traditional” ad sales, however,
Condé Nast plans to test different prices, types of advertising and approaches to digitizing the magazines for several months before wrapping up the experiment in the fall. “We need to know a little bit more about what kind of a product we can make, how consumers will respond to it, what the distribution system will be,” said Thomas J. Wallace, editorial director of Condé Nast.
Read the full story here.