DIGITAL, DIGITAL, DIGITAL (AND PORTABLE TOO)

In his Advertising Age article (“Trends to Watch in 2008”), Bob Liodice, president-CEO of the Association of National Advertisers (ANA), follows up on Steve Ballmer’s claim that all media is going digital. He notes the richness of digital features —including the portability — and wonders if marketers are skilled enough to take advantage of this rapidly changing landscape?” We might ask the same question of the folks who make the media — you know, like magazine publishers?

Digital, Digital, Digital

Steve Ballmer of Microsoft delivered more than a keynote at the opening of the Association of National Advertisers conference last week. He delivered a shot across the bow of traditional media, including our friend the print magazine.

He stated that in 10 years, all media would be digital and delivered over the Net.

Advertising Age reported the following:

"What if in 10 years we can give you a screen that's this light, this manipulable," he said, pulling a sheet of crumpled paper from his pocket. "That's what hardware will permit over the next 10 years."

Here at Magazine Daze we agree with him. But sad to say his prediction did not receive unanimous agreement.

Brand Week reported

While some of Ballmer’s futurism (such as digital media that’s as thin and malleable as paper) seemed a bit too sci-fi, attendee Eric Leininger said never bet against Microsoft’s predictions.

And

others, however, weren’t buying. Motorola CMO Casey Keller said that Ballmer “was speaking in hyperbole. At a high level he is right, but I don’t think traditional media will die in 10 years.”

Come on folks, that paper-thin reader is coming. After all if we can put a golf ball on the moon . . .etc., etc.

Finding a Pulse

The 28 September issue of PDNPulse (published online by Photo Dsistrict News) offers encouraging news to magazines — and I don’t agree with a word of it.

It quotes the Economist.

To wit:

There are good reasons why magazine owners should not feel despondent … many of the pleasing characteristics of magazines—their portability and glossiness, for instance—cannot be matched online. And magazines are not losing younger readers in droves in the way that newspapers are … On the advertising side, magazines are faring much better than newspapers, which are losing big chunks of revenue as classified advertising shifts online. Advertisers like the fact that in many genres, such as fashion, readers accept and value magazine ads and even consider them part of the product.”

My response:

1. Although those pleasing characteristics cannot be found online currently, why assume that a digital device —oh say, something like an iPhone — will not come along and totally disrupt paper.
2. Lucky magazines! They’re not crashing like newspapers. They’re just slowly wasting away.
3. And yes, readers do “accept and value magazine ads” and they will continue to do so — no matter what form the magazine may take.

Actually the Economist article does an extensive analysis of the magazine industry and its good news for magazines section is brief and not much of a balm.

In the same article, PDNPulse cites Advertising Age coverage of an MPA breakfast. At this meeting Economist publisher Paul Rossi said that as the increasingly eco-aware public looks at the retail sector’s awful waste of paper and petrol, "We as an industry are next on the list as a target.” He also said that the public will continue to accept magazines in paper form.

Wouldn’t it be lovely to think so.

How do you like them peanuts?

If the medium is the message, then clearly BusinessWeek is declaring "come fly with me."
According to Advertising Age, the McGraw-Hill business title is partnering with Brand Connections to put ads and BW columns on airplane table trays. Now if only they could find a way to put some food on those trays.
I guess we can expect a magazine industry study that shows table trays will not replace print -- at least in the immediate future.