Business | Media and Marketing

Tablets reinvigorate the print edition

Reading off tablets doesn’t negate reading off paper but in fact one medium empowers the other

  • Douglas Okasaki
  • Published: 16:05 November 21, 2012
  • Gulf News

Good news comes from a survey by the British association PPA, that reveals reading digital magazines on tablets has helped reinvigorate brands of printed magazines. Although tablet consumers like the digital format, readers still want to be able to choose between the two formats available to consume news — 96 per cent of respondents said they consume digital publications have read a physical magazine last year, more than the average British (80 per cent).

Moreover, the consumption of content on tablets encourages readers to take an interest in other publications that they still know little about - 68 per cent of tablet owners say they have tried to read other magazines that do not come to read physical versions. “It is more likely that tablet owners have purchased or read a magazine printed in the last 3 months more than the national average, which breaks the myth that tablet owners are abandoning print in favour of digital. Rather, the two platforms seem to work together to expand the repertoire of reading consumer,” explains Marius Cloete, director of research at the PPA.

Another interesting fact about the habits of readers tablet consumption — similar to printed copies — is to use tablet while in bed (73 percent) while 96 percent are accustomed to using the device on the sofa.

James Papworth, marketing director of the PPA told Media Week (magazine); “The PPA expects tablet editions to expand in both the number of titles available and copy sales. This is good news for advertisers, as the opportunity to engage with magazine brand content is rapidly growing.”

Tablet editions of magazines are improving the performance of publications rather than cannibalizing print edition; serving as alternative revenue to compensate the lost revenue from print advertising sales. Some big brands started to make “digital first” as core mandate, many publications not only in US, but also in UAE became online only. It’s a reality caused by the technology and it is a surprise if still there are Publishing house in the region that not gave the deserved importance for digital edition; both for Arabic and English language. It is a fact that can’t be ignored.

In brief

Facebook contest for a pet

When 7-year-old Remi kept asking for cat, his father Dan Urbano thought of a plan to avoid getting a pet. He told his son that the family would get one only if a picture of Remi and his 1-year-old sister Evelyn pleading for a pet on Facebook got 1,000 likes.

The challenge was accepted. On November 7, Marisa Urbano, Remi’s mom posted the following picture on her Facebook account.

“Dan thinks there is NO way we can do this,” she wrote. “I say there is. help us out. We really want a cat named Hairy Pawturr. If you can’t like, share [sic].

It didn’t take very long. Within an hour, the post received 400 likes. By the end of that night, it was close to surpassing its goal. Less than a week later, that same post had received over 110,000 likes, more than 100,000 reshares, and close to 10,000 comments. SOURCE: Daily Dot

Omote 3D: 3D Printing Photo Booth

Print your own action figure. Movie stars often know they’ve really made it when they get their own action figure. Well now, ordinary people can join their ranks, thanks to Omote 3D, billed as the world’s first 3D printing booth. Omote was an in-house project developed by Japanese creative shop Party, in collaboration with Rhizomatiks and Engine Film. Consumers have their picture taken and their image reproduced, not as a photo, but as a miniature action figure ranging from 10 to 20 centimetres in height. The system involves a 3D camera and printer to process and scan customers, who have to keep still for 15 minutes. The booth is open from November 24 to January 14, 2013 in exhibition space Eye of Gyre, in Harajuku. Source: Brand Flakes for Breakfast

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Douglas Okasaki writes about media and more

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