In a thoughtful recent blog, Mediaweek was seen debating the iPad’s potential role in ‘saving’ magazine publishing. The tenet of the article is that whilst the technology is available to intercut text with video and all sorts of rich media content, the pricing model may fall short.
They make a valid point. Just because something’s possible, doesn’t mean to say that it’s affordable – viz trips to the moon for all of us and fully digital advertising throughout the country.
The answer lies in the price. A radical shift needs to take place through realistic pricing of content and programming. It’s similar to the music industry’s decision to move from selling albums on CDs to selling tracks through iTunes. Content providers need to make this type of footage affordable – and editors and programmers need to supply their services at high volume prices.
Exactly the same applies to Crossplatform as we seek to provide augmented reality for more than just an occasional high value promotion. We’re working with the magazine industry to develop an ‘off the shelf’ model and this has involved working on our pricing too. We’re not talking one hit wonder here; we’re talking sustainable growth that only makes sense if the client can make money too.
Our work with magazine publishers has proved that they’re a bunch of people who really know their game. We’re not witnessing the extinction of the dinosaurs here, but the re-emergence of a publishing industry for the 21st century – as editorially driven as ever, commercially savvy and above all, priced just right for the customer – that’s you, me, and those people who’ve just been to the moon.
