The Fashion Techie

The Digital Magazine Revolution – Are You Ready? Part 1 of 4

April 5th, 2010

Part 1 of 4 | Will digital magazines slow the growth and popularity of blogs and websites?

I know that I am way behind posting an iPad post, although I’m totally obsessed with the iPad at this point….before I posted anything, I really wanted to be able to answer some questions and not just put up another iPad features blog. I mean, you can find out how it works anywhere, but how does it affect the fahsion industry?

Throughout my research my focus stopped being on the iPad and turned into an obsession with digital magazines. I predicted at the beginning of 2010 that digital magazines would start becoming a force to reckon with and could challenge the internet as we know it. I had no idea the iPad would be introduced to the public and I had no idea how fast digital magazines would make its mark on the publishing industry, on blogs and mostly… on websites as we know it.

As a result, I’ve spent the last 2 weeks trying to answer a few questions:

1. Will digital magazines slow the growth and popularity of blogs and websites?
2. Will the digital magazines change the way we search the internet?
3. Will the digital magazines and the iPad save the fashion publishing industry or atleast give them some answers?
4. Will the digital magazines finally break the “taboo” on online paid content?

I didn’t get an answer to all my questions, but I got some much needed insight into the future and where we are headed.

So…Will digital magazines slow the growth and popularity of blogs and websites?

Yes…if blogs and websites don’t change. I know a lot of bloggers and a lot of “magazine” like websites are not happy about this answer, but consumers are very clear that they perfer digital magazines over websites and over blogs. According to a new survey, “The Case of Advertising in Interactive Digital Magazines,” by Josh Gordon 82% of readers say they find digital magazines “more engaging” than websites of similar content. Why? Digital magazines, like the print magazines we love, are guided by professional editors who pave a road for readers by controlling their experience. Websites and blogs leave the experience up to the visitor. According to the survey readers prefer digital magazines over websites for a nubmer of reasons;

So what does this mean?

Well, blogs and websites need to be prepared to change the way they provide content. Times have changed. Print is making a digital comeback that is going to influence public relations professionals, advertisers, fashion brands and more as to where they send product and how they market themselves online. When magazines work out the kinks and become digital you can bet things will change. Fashion bloggers and fashion websites should start thinking of alternative solutions to provding content to readers and should not rule out making their blogs community orientated and adding digital magazines features.

Advertisers need to be prepared to step away from traditional banner ads and start focusing on interactive and rich media ads that engage readers, grab their attention.

UPDATE: Independent Fashion Bloggers posted a great article about digital magazines, the iPad and bloggers

This is Part 1 of a 4 Part series.. stay tuned for more!

Part 1 | Part 2 | Part 3 | Part 4