Riding the next big wave in magazine content consumption, publishers are chasing mobile revenues with the same versatility and mobility as users.
M 104 onetising
mobile apps is undoubtedly one of the big unfolding stories for magazines in 2013 and beyond.
In North America, for example,
2013 will be the first time that 100 per cent of 210 magazine publishers surveyed by Alliance for Audited Media responded that they will be formatting their content for mobile platforms.
And many magazines are formatting not
just for iPhones. According to the Alliance survey, more than half said they have a mobile app for every major smart mobile device.
Clearly, mobile is seen as essential to
media companies’ revenue plans. Four of every ten companies surveyed projected at least 10 per cent of their circulation revenue coming from mobile by next year.
However, while many magazines
are successful at adopting new technologies and riding the mobile wave, monetising their mobile platforms and generating ad revenues on par with print editions still remains a key challenge.
The good news is that as consumers
continue to migrate online in ever greater numbers and adopt tablets and smartphones as media consumption devices, advertisers