365 copies and counting… they hope
I came across an article about the new GQ iPad magazine app from Appleinsider.com and it got me thinking. The article focuses on the fact that GQ has only sold 365 copies of their iPad magazine in a month and a half since the iPad has been out. Wow! Out of a million plus possible consumers GQ has only managed to get 365 downloads, really? Is this a sign that digital magazines are doomed? Not even close.
My favorite piece from the article is the statement made by Pete Hunsigner ( the VP of GQ )
“…the iPad edition costs (my) magazine nothing, and (I) believe that the sales will become more significant in the future. This costs us nothing extra, no printing or postage,” he said. “Everything is profit, and I look forward to the time when iPad issue sales become a major component to our circulation.”
Pete, I don’t know you, but I want to shake some sense into you. You are the VP of GQ, the fashion mag for men, the empire of class, the top ship and yet your venture into the digital magazine world has been pedestrian and laced with laziness and fear. There is no doubt as to why the GQ magazine has only produced a weak 365 downloads—it is nothing more then a PDF.
A week ago I wrote about how it is time to take the digital distribution world seriously and this is exactly why. The big companies are relying on their name, not progressive thinking and foresight. They are proving to be lazy and weak. They operate on the ‘build it and they will come’ mentality and in the 21th century that will not fly. Actions being shown by the ‘big boys’ is exactly why the there will be a digital revolution and smaller more progressive companies will take the lead and change the face of ‘print’ forever.
How can you benefit? Two ways. As a business owner this is your time to shine. If you own a ‘small’ publication now is the time to take the leap and build your digital strong hold. As a consumer you hold the cards. You have already told GQ where to take their PDF’s, so now demand your feature sets. What do you want to see in digital content media? Where do you want it to take you? You are the driver—so drive.
2011 will be the year of digital media—either you will be leading the way or following. Where will you be?
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I cant see that it costs “nothing” but of course it does cost money, who laid it out, how much did they pay for the URL(s), i assume they have staff and an office with lights, given that its a pretty awful start
Completely agree. Costs are costs and saying it cost nothing is statement of the mentality of the organization. GQ was NOT ‘GQ’ on this front.
I cant see that it costs “nothing” but of course it does cost money, who laid it out, how much did they pay for the URL(s), i assume they have staff and an office with lights, given that its a pretty awful start
Completely agree. Costs are costs and saying it cost nothing is statement of the mentality of the organization. GQ was NOT ‘GQ’ on this front.