Hearst, Time, Inc and now Conde Nast are all jumping on the digital train, with deals that allow subscribers to buy their most popular magazines on the iPad. Sports Illustrated, The New Yorker, O, the Oprah Magazine — it’s a wide reach, but are readers ready to pass on tearing out articles in favor of a digital bookmark? Magazine publishers hope so, but magazine advertisers aren’t so sure.
Right now, this whole digital subscription idea is rather speculative. We may find that business people love having all that information at their fingertips, while casual readers prefer having pages to turn. The trouble is, ads have to be priced and paid for now, before the data is in.
There are three options:
- Digital ads cost more than print ads in the same magazine (not likely).