MPA Conference Shows Tablets Dominating, Publishers Adapting: Social integration said vital to tablet magazine experience
“Digital is more than just a replacement for print.” Eleven percent of the total U.S. population used iPads and various other tablet devices last year. By 2014, that percentage is estimated to rise to 27.7 percent—more than one quarter of the total population, or about 89.5 million people.
Tablets are changing the game: fellow panelist David Carey, president of Hearst Magazines, said he strove for Hearst’s tablet editions to be equally supported by revenue from consumer and advertisers, versus ad-driven ink-on-paper magazines. “That’s what these devices have done, is finally allow us to monetize our content digitally,” he said.
At MPA Digital: Swipe Conference, it was evident that publishers spending more money in digital, and that social media is essential in maintaining your customer base. Another focus was that there should be an increased focus on personalization, bundling media as a way to introduce new brands, and avoiding “irritating ads.” I certainly agree!