Rolling Stone Publisher Blasts Apple and Publishers That Flock to the iPad
Once Apple successfully positioned its iPad as the future of e-reading devices that would soon package and present all the content we used to absorb from the written page, publishers large and small began not only flocking to the Apple tablet, but also bending over backwards to please the Cupertino, California e-content kingpins.
Well, not everyone it turns out, was in love with the iPad. In a scathing new interview with AdAge, Jann Wenner - the co-founder of Rolling Stone - has a different attitude about the popular tablet. More specifically, he had harsh words for publishers gone gaga for the iPad.
Rather than kiss up to Apple, Wenner says publishers who run with open arms to Apple do so out of "sheer insanity and insecurity and fear." According to Jann Wenner, any publisher going out of his or her way to accommodate the iPad is "crazy." What's the logic? "They're going to get less money for it from advertisers," Wenner said. "Right now it costs a fortune to convert your magazine, to program it, to get all the things you have to do on there. And they're not selling."
"I think that they're prematurely rushing and showing a little confidence and faith in what they've really got, their real asset, which is the magazine itself, which is still a great commodity," Wenner argues. "It's a small additive; it's not the new business."
Although there's no denying the iPad's popularity itself, Wenner is correct about magazines optimized for the iPad. For now, they're not big sellers. But, then again, markets are slow to embrace rapid change. And so there's still a good chance that the magazine rack closest to you may become extinct within ten years, if not much sooner.
Source: AdAge Magazine