Adam Hodgkin, at Exact Editions, one of the smartest heads in the business has been working in a much less dramatic way then the BIG consumer magazines, to move clients towards a digital strategy on the Apple iTunes (and other) platform. he has an interesting post today about that experience that’s WELL worth reading in full.
But this wouldn’t be a GLM link if I didn’t highlight ONE passage, so here it is:
One of the key things about the iPad is that it has given publishers a good reason to re-engage their existing audience in the concept of digital access. We think that this is the really, really good news about the iPad. Digital subscriptions for your existing audience are a key part of the reason for embracing the iPad. The point is that a magazine publisher can quickly and efficiently convert his print audience to a digital audience at low cost using free access to the digital feed as a reward for print subscribers. That way the circulation of the print audience is confirmed and strengthened and at the same time a new digital only audience can be won. Because the publisher sells digital access (via iTunes or directly) to those customers who do not want to buy the print service.