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@carolynrmorgan www.penmaen.media
How digital magazines are evolving
Carolyn Morgan Future of Magazine Media Conference
29 Nov 16
@carolynrmorgan www.penmaen.media
Digital Magazines in 2012
Replica• PDF pinch and zoom• App store/Newsstand• Copy print reading
experience• Single copy/ subscription
Interactive• Video, animation• High investment• App store/ newsstand• Single copy/subscription
@carolynrmorgan www.penmaen.media
Problems and issues
Replica• Hard to read on
smartphones• Poor app store
discoverability• Have to promote externally• Don’t add value to print• Bundled as extra to print sub
(often free)• Advertisers unimpressed by
volume
Interactive• Slow to download• Risk of crashes• Poor app store discoverability• Have to promote externally• Expensive to create• Hard to charge more than
print mag• Advertisers unimpressed by
volume
@carolynrmorgan www.penmaen.media
What worked?
Winners• Copy-heavy weeklies
– Economist– The Week
• Niche consumer– BBC History
• Tech audience– T3– Wired
• B2B ad driven– P1
Losers• Digital only mag launches
without print support• Print publishers who
bundled for free
@carolynrmorgan www.penmaen.media
Changing reading habits & discovery
Reading• Tablet >> phone• Page turner >> scrolling• Long copy >> visual/ video• Magazine >> news feed• Monthly >> latest
Discovery• Search on app store >>
social media• Print or e-newsletter >>
notifications
Source: RISJ
@carolynrmorgan www.penmaen.media
Diverse business modelsFree to download Subscription
Customer magazine
Ad funded
E-commerce
Edition-based
Time based
@carolynrmorgan www.penmaen.media
Digital Magazine options
• Online vs Offline• Editions vs Continuous• Washing Line vs Exploratory• Replica vs Complementary• Reading vs Enabling
@carolynrmorgan www.penmaen.media
Digital Magazine features
• Direct links to products to buy, travel purchases, special events
• Single pieces of content shareable• Promote newly added content with notifications• Searchable archive access – wine tasting notes,
programme archives, city guides• Wish-lists and scrapbooks• Recipes and step by step• Content solutions for advertisers
@carolynrmorgan www.penmaen.media
Mobile shopping
@carolynrmorgan www.penmaen.media
Visual exploration
@carolynrmorgan www.penmaen.media
Search archive
@carolynrmorgan www.penmaen.media
Advertiser marketing solutions
@carolynrmorgan www.penmaen.media
How digital magazines are evolving
• Continually updated resource• Explore in your own way• Help you to take easy action• Share what you like• Works on any device• Complements not replicates print