Conclusion


Even before the iPad had launched, digital magazines and eBooks were making serious inroads into mainstream culture. GQ magazine, for example, sold 7,000 copies of its December 2009 issue for the iPhone alone, yet since the launch of the iPad the total number of digital GQ sales for Apple devices has soared to nearly 60,000.


To take advantage of the iPad phenomenon (and all the ‘me-too’ mobile devices yet to be launched) publishers now need to carefully evaluate all the different publishing models available to them before settling on their chosen route.


For each publisher this will be an immensely important decision because As well as protecting their brand, they must choose the model that will help to increase circulation and profit.


The eventual success of one content model over another has happened many times before, whether it has been VHS over Betamax or MP3 over Mini Disc. Now is the time to decide.


15


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