That’s what he says in a long interview in Ad Age. Here’s the relevant question:
Ad Age: What’s your take on selling magazines on the iPad and other tablets?
Mr. Wenner: It’s the same pretty much as I’ve said about the web. The tablet itself is a really fun device. Some people are going to enjoy it a lot and use it. Some people aren’t. On this plane one person’s traveling with a tablet, one’s not. There’s a certain trendiness to the thing. And it’s a great thing. But is it a good magazine thing?
It’s a good magazine reading device, absolutely. And where it becomes more convenient to read the magazine on that, that’s got the advantage. But that’s more convenient only if you’re traveling, if you’re away from home. Otherwise it’s still easier to read the physical magazine, which is widely available on newsstands, at airports, and everywhere. You can still subscribe to get it and get it on time. You still get all the value of the magazine.
I don’t think that gives you much advantage as a magazine reader to read it on the tablet — in fact less so. It’s a little more difficult.
From the publisher’s point of view I would think they’re crazy to encourage it. They’re going to get less money for it from advertisers. 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. You know, 5,000 copies there, 3,000 copies here, it’s not worth it. You haven’t put a dent in your R&D costs.
So I think that they’re prematurely rushing and showing little confidence and faith in what they’ve really got, their real asset, which is the magazine itself, which is still a great commodity. It’s a small additive; it’s not the new business.
clearly, like his magazine, he’s just completely out of touch.
Huh, this guy runs Rolling Stone? I bet he still hates CDs and what they did to the vinyl format.
^Note that he doesn’t hate the iPad. Don’t jump down the guy’s throat because he doesn’t think it’s particularly great for magazine. I’m sure the guy knows a lot more about the business than armchair techies upset that anyone might dare say something negative about technology.
Wenner has a point. Many magazines have been doing pretty well for themselves even in this recession and in the midst of other publications trying frantically to stay afloat as things trend towards digital. Still, there is clearly a type of content that people enjoy reading in paper form. Magazines largely seem to provide that type of content. Maybe it won’t always be that way, but the fact is that many magazines don’t feel the crunch the way newspapers do to move to digital. If, as Wenner claims, it’s not cost effective to make multimedia magazines for the iPad, it’s not his fault for saying it. The market just isn’t there yet.
I have subscribed to Rolling Stone for at least 20 years (the last year or so on my iPad!). They actually have great political reporting – some of the best around. (And their music reviewers are up to date even if their publisher isn’t!)
Seriously, though. “But that’s more convenient only if you’re traveling, if you’re away from home. Otherwise it’s still easier to read the physical magazine, which is widely available on newsstands, at airports, and everywhere. You can still subscribe to get it and get it on time. You still get all the value of the magazine.” Oh I’m SURE he wants me to shell out $5.99 for a copy of RS when I’m not at home.
I get why publishers may be worried. But being able to read the magazine electronically is a real benefit for me. Even if I’m not traveling, I’m on public transportation. I’m still subscribing, but when I’m away this summer, I don’t have to worry about the post office forwarding my magazine on time. It will find me. And if something happens to my iDevice, I can still read the magazine on my phone or computer.
P.S. – I do sometimes read the ads. I’m just no more likely to buy as a result of viewing them than I was with the print version.
Magazines can get into the Barnes & Noble store by simply submitting a PDF, and letting B&N do the rest. And considering how well the Nook Color is doing, and that its forte is magazine content, it seems pretty clear that there are plenty of people who are happy to get their magazine content digitally. (I’m one: 4 out of 5 of my magazine subscriptions are digital.)
Yes, he didn’t say the iPad was bad, but he didn’t mention that there are other devices out there, or that the iPad is really designed for more than serving magazine content. I’d say he’s just trying to avoid saying outright that it’s a medium he doesn’t particularly like.
I read the ads when I read magazines on the Nook Color. In fact, just the other day I was reading Vanity Fair and stared slack-jawed at the guy in the Polo ad for about 15 minutes. (Sorry to be sexist.)
I wish I could get my crochet magazines on my NC.