Just as early adopters were lining up to get their hands on the first iPads earlier this month, publishers and advertisers were also lining up to get in on the excitement by launching first issues on the new device.  Even though it’s going to be a long road of adoption with this 1.5 lb wonder, several heavy hitters are already on board, debuting or developing issues that will come to life on the iPad.  The print industry views the iPad as the main focus of the tablet phenomenon, hoping it will invigorate subscriptions and enhance engagement with new readers.

Condé Nast and The Wall Street Journal and USA Today are the first to develop iPad-friendly issues, charting new territory with experimental pricing models and new technology.  GQ will be the first Condé Nast title to roll out on iPad. This is due to success with its iPhone app launched at the end of 2009, giving it a leg up on figuring out the technology.  Wired is taking a more detailed approach, partnering with Adobe to make sure content can be delivered on multiple tablet devices. Wired and other Condé Nast titles will follow closely on iPad with June issues.  Time Inc. has been boasting its Sports Illustrated iPad versions on YouTube and Time Magazine has been the first to launch.  

One Price Across Different Platforms?
Pricing will be a continuous debate for iPhone users who will expect to pay the same amount as some current magazine apps.  They may be in for a surprise.  The WSJ plans to price subscriptions at a cheaper rate than the print version, just under $18.  However, several magazines will charge the cover price for iPad versions—not the deeply discounted subscription that most iPhone readers have enjoyed in the past.

A similar experimental structure will be found for advertisers.  Those with deep pockets like Unilever and Toyota will be the first to experiment with new offerings, such as 360 degree product views, slide shows, scrolling ads, web linking and data captures.  This new format is bringing publishers together to regulate the price of their content across several digital devices through a digital storefront provided by Next Issue Media; a media consortium that will, hopefully, alleviate the iTunes model that changed the music industry forever. 

While this device may or may not be the savior of the print industry, it will definitely add new readers and energize the e-Reader revolution by giving other devices like Kindle some healthy competition.

By:  Courtney Ackerman, Print Media Director