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Fighting The Last War, Not The Next
I was at the Magazine Publisher's Association annual meeting last week and was asked about new digital devices and services that mimic the way a magazine is read in paper form. According to Ad Age, I said:
They may not want to hang too much hope on the idealized "iPod for print," according to Fred Wilson, partner, Union Square Ventures, a venture capital fund. "I don't think anyone should wait for that nirvana device, because it won't necessarily save magazines," he said.
First, I don't think magazines need to be "saved". They can morph their current brands, properties, audiences, and advertiser relationships into new ways to make money and stay relevant.
But trying to recreate the physical experience in a digital form is the wrong way to think about these things. Dont' be the generals fighting the last war. Fight the next war.
I read today about some new software in Microsoft's Vista OS that will allow people to read the newspaper online the way they do in print. Like I want to do that?
Here is the way I want to read the newspaper online. The Times already has it. They don't need something new dreamed up by Microsoft to make reading online a better experience. if I want to read the paper by turning the pages, I'll pick up the paper and read it for god sakes.
UPDATE: I see that Jeff Jarvis beat me to the punch on this one by three days. He voiced the same exact reaction. Good. He's consulting to the Times the last time I checked.
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Posted May 1, 2006 in Venture Capital and TechnologyComments
I agree that magazines need to think ahead and not just put the old formats online via Reader. However, the future way of reading needs to be utterly portable - from the bathroom to the sewing room - for a real transition to be accomplished for magazines. Until that happens, magazines and newspapers can't disappear.
Posted by: Diane Ensey | May 1, 2006 2:04:27 PM
In response to your line: "They (magazines) can morph their current brands, properties, audiences, and advertiser relationships into new ways to make money and stay relevant..." I'm not so sure. They have not shown much innovation yet; have not come up with ideas that really show much promise towards those ends. Part of it is, as you mention in another post, they need to publish more frequently. However, I think the underlying concern is that well-established magazine brands don't necessarily carry much weight online. Especially for users who typically search for information, do magazine brands matter? Further, can many of them really develop communities of dedicated online readers and contributors?
Posted by: Rich Caccappolo | May 1, 2006 5:42:33 PM
The software to read a book, newspaper, etc, in a page format, no scrolling about, turning pages as you are ready, and have it read to you is already here and patented. (http://www.avbooks.com)
This new technology helps those that have disabilities read and learn easier. We are also confident that it will help our young kids get back to learning read and study in the school area.
Dr. Donald M. Bell
President/AV Books, Inc.
Posted by: Don | May 2, 2006 6:15:16 AM
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