VIV Mag Motion Cover – iPad Demo from Alexx Henry on Vimeo.

The bit of spectacular video above is doing the rounds as I type – a mock-up/demo of how a “motion magazine cover” might work on an iPad.

It’s lovely. But pointless.

What does it prove? It proves that magazines could do spectacular things with the iPad. It is, essentially, an advert masquerading as a magazine cover.

But then, magazine covers have always been adverts for their contents – and it’s a curiously old-media approach to focus so much energy on the front cover when, online, the majority of users typically never touch your homepage (will the iPad change that? I’m sceptical).

In fact, I wonder if a user on the bus would grow impatient with such an overblown introduction to their magazine.

It reminds me of those Flash-heavy ‘splash pages‘ that websites used to employ to impress users – but which ultimately ended up frustrating them.

So it’s lovely, but it doesn’t solve any fundamental problems publishing faces right now. The iPad ain’t no silver bullet: the old problems haven’t gone away - an oversupply of information, oversupply of ad space, and a proliferation of alternatives to spend our entertainment budget on.

If anything, the iPad is a silver bullet to the head: with Apple keeping hold of user data, and insisting on the lion’s share of cover sale revenue, publishers are not going to be queueing up to join their gated paradise.

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“The future of magazines is glorious,” said Simon Wear of magazine house Future UK, wrapping up the industry event ‘What Happens to Magazines?’ held in London lon Monday. “Both print and online,” he added.

He would say that, though: Future has been selling a successful 1.7m magazines a month through the recession with its hobby and geek-lad magazines. As written elsewhere, you could call 2008 the Year of the Niche title as people look to do things at home, cheaply, or the things they love most during the economic downturn.

Others were not quite so confident. Louise White, Group Marketing Director at B2B publisher Incisive Media was clear that the publishing business model was broken and needed fixing: classified and recruitment revenue was dead, a sentiment echoed by a number of editors in the b2b market.

And Ashley Norris, founder of commercial blogging network Shiny Media, emphasized the fact that the new generation of media consumers just aren’t in the habit of buying a magazine, or buying media in general. That meant organised packages of content from one media product–such as a magazine–were going to end. “The world has changed, guys.”

But the panel provided six reasons why magazines as brands, whether print or online, do have a future:

1. Andrew Davies of idiomag, the music content personalisation site, emphasized the possibilities for each unique user building their own magazine of content through companies, like his, using software sophisticated enough to be ultra-niche; and the advertising opportunities that provided were unrivalled for consumer relationships.

2. Mike Soutar, founder of Shortlist Media and “pioneers” in quality free magazine content, was confident that print magazines had found a model (brand-to-hand distribution and outsourced costs, keeping magazine teams very small) that would mean print magazines could continue to be there where a screen wasn’t.

3. Sarah Clegg, chief executive of John Menzies Digital and provider of magazinesondemand.co.uk, delivering digital editions of top brands, believed they had passed the tipping point and, critically, persuaded publishers that they couldn’t charge their normal cover price for a digital magazine that had no transport, printing and retail costs attached to it.

4. Ashley Norris of Shiny saw a future of 20-30 blogs in a network doing the work–and replacing–the work of 2-3 magazines, and brokering creative sponsorship between brands and social media as central to the business model for producing great experiences online.

5. Simon Wear of Future, perhaps the most positive and persuasive, believed that his magazine company would be growing as they had a) remembered they weren’t software companies, and also b) had remembered how to write realy strong, probing news around their niche interest sectors, whichs translates well online, and meant their nice-to-have content had found its way back to need-to-have status.

6. Finally, the most hopeful and most sceptical at the same time, Louise White of Incisive said their b2b titles were not magazines any more, but information providers that found their way into their audiences’ work flow–”platform agnostic” content that was as important to be on someone’s Blackberry than online or in print.

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dispatches is a new current affairs quarterly with a companion website, Rethink-Dispatches.com featuring original content as well as extracts from the magazine.

Virtual Intern Natalie Chillington put forward a few questions to editor and art director Gary Knight about the online side to dispatches.

Why is dispatches not published online?

“Principally [the fact,] that our content is not web compatible in so far as web users don’t respond to 25,000 words and 80 images. The point of dispatches is depth. Having said that we do have a website and it will grow.”

Knight hopes that Rethink-Dispatches.com will be used in addition to rather than instead of dispatches.

“I am currently reading a 700 page book on the Korean War by David Halberstam and I would never do that on the web,” says Knight, “but next to me is my laptop and when I want more background on the players in the book I look them up on the web.”

The fact that dispatches is produced by just four people – three of whom have other jobs – also means that the team has had no choice but to prioritise. “We decided to get the book right first.”

In comparison to other sites

Perhaps as a result of having a small team, the website is rather simple and lacking in interactive features – although effective nonetheless in, as the Mission Statement says, “aiming for the widest possible appeal.”

I asked Knight how he felt the website compared to other magazine websites.

“We have made no attempt to put the whole book online. Most magazines have a staff of over a hundred and come out weekly. We are properly compared with Granta or the Paris Review, both of which have more than one member of staff! I would judge our website in a year.”

It seems Rethink-Dispatches.com is a work in progress and it will be interesting to see how the team chooses to make use of multimedia to enhance their product.

“As time goes by I think our visual presence will be much stronger than our competitors’. I think it will be one of the places to go to for photography on the web, but that takes time and we don’t have too much of that.”

The website contains a lot of requests to “Subscribe to read the rest of this…” So has providing ‘teasers’ of the magazine content online increased sales of dispatches in print? Knight thinks probably not.

“The point is that this is a small operation paying for original content and we have to monetise it somehow. Giving it away on the web would probably not be smart at this stage in our evolution, especially as it is not an appropriate platform on which to read our content.”

Knight’s view on the media landscape

I asked Knight what his perspectives were on how the media landscape is changing.

“I think the media is changing but that is not such a bad thing as long as we have high standards. Delivery methods change all the time, big deal. TV did not, as predicted, kill off the radio and I doubt the web will kill off print or TV either.

“What is important is not the delivery system, it is the content, and when old media understands how to use the web, I think the web content will improve.

“I think MySpace and YouTube are not the media, nor are bloggers. They are the 21st century equivalent of Hyde Park Corner [sic] and youth clubs. The future of news delivery on the web demands better editing and citation so people know where to get reliable well written/filmed material.

“Currently, it’s like walking into a book store the size of a football field looking for a book to read on the beach. It’s confusing.”

Knight feels that publishing dispatches only in print will be sustainable. “We need depth, independence and clarity, not sound bites.”

Perhaps as Rosenblum puts it in the editor’s note, “Subjects as important as the fate of our world deserve the permanence of print.”

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Belgian women’s magazine Flair has recently launched a mobile version of its product, writes Dorien Aerts.

How does it work?

Once you sign up you are sent a text message containing a link, from which you download a mobile application of Flair. When you start the mobile application, you find a very attractive interface (for girls at least) with fashion articles and information about events.

But there’s more to it. Flair goes interactive with the application: you can participate in games, polls and tests. Stubru presentators Sofie and Peter, for example, tried out the ‘Which sex beast are you’-test.

Flair magazine appears weekly in Belgium and this also applies to the mobile magazine: users get a new mobile edition every week, which is automatically installed when you start the application.

How does it not work?

It does not work on all cellphones. The cellphone my employers provide me with, for example, is incompatible. When you look at the list of compatible cellphones, there are already quite a few models on which the Flair application works. And so it does function on the cellphone of one of my colleagues (see picture above).

I find it very brave for a women’s magazine to start with a mobile version. They are the first in Belgium, and definitely not the last. And let’s hope this initiative helps to break open the Belgian mobile internet market. Something the launch of the iPhone in Belgium tomorrow will probably also take care of!

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