Rolling Stone’s Jann Wenner has been talking about the magazine industry’s approach to digital, and iPad in particular. “From the publisher’s point of view I would think they’re crazy to encourage it. They’re going to get less money for it from advertisers. Right now it costs a fortune to convert your magazine, to program it, to get all the things you have to do on there. And they’re not selling. You know, 5,000 copies there, 3,000 copies here, it’s not worth it. You haven’t put a dent in your R&D costs.” He also says magazine publishers must learn from the music industry. “the lesson for magazine publishing business is not to rush like the music business should have done, because it’s a different product. Music is really easily reducible to digital. There’s a different beat to it. Be attuned. Get ready to make the moves. Be adept at moving quickly to the changes. But to rush to throw away your magazine business and move it on the iPad is just sheer insanity and insecurity and fear.” Source: Advertising Age
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