Telegraph Highlights Problems Of iPad Usage

The Telegraph has announced that usage by regular readers is not maintained from print to their iPad version – with the infrequency of use complictated by the fact many owners of an iPad still do not take it with them – or use it a lot when on the move. The Paidcontent article below shows once again the challenge that traditional print media faces as we enter the post-PC-Era – and reinforces the view that iPads and Tablets will not be the saviour of publishers.

digital versions are released the risk is that overall usage and interaction from their traditional readership is simply going to go down – creating a viscious spiral of declining readerships, increasing fragmentaion, revenue pressures and never ending technical work. Simply put, publishers have to hope that iPad and Tablet distribution will compliment the declining use of print – because it looks like it will not replace it. Personally – I believe the issue is complicated by the medium itself too. Remember ‘the medium is the message’? No doubt – iPads and Tablets will change everything. It is the most sticky and natural piece of tech since the mobile and it will have a profound impact on media consumption. Since having my own Tablet it is so much easier for me to be disloyal to a newspaper or magazine I was once so attached to in print or web form. With iPads and Tablets and countless apps and aggregator options it is too easy to browse, to drift, to shuffle, to faff about and to wander. The medium itself creates attention deficit – akin to a busy kitten. Whereas print holds and retains me as a browser – my Tablet encourages me to browse five magazines, three newspapers – as well as a multitude of specialist Tweets and feeds – all in a few minutes. This brilliant benefit for the user is a serious threat to publishers that want to build relationships with readers. When I worked in television it was explained how important it was for viewers to get the ‘habit’ of tuning in, becoming loyal, engaging and caring about a station or show. With the iPad and Tablets we are seeing a huge rise in hyper fast micro consumption – with readers happily hopping from newspaper to magazine from social media site to shopping app. We love it. Its going to increase the media party but it could create a hangover for traditional publishers.  Great piece by PaidContent:

Author: Andrew Armour

Andrew Armour is a marketing and media professional, a specialist in business partnerships and the Founder of the consulting business - Benchstone Limited. His career spans from the UK music industry to the America's Cup, from winning agency pitches to securing key digital content deals. He is married to Viv, lives in Hampshire and works in London.

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