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Marketer
v
Media
Can TheiPad SaveTraditionalMedia?
By Doug Worpleand Steve Kissing
 
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Overview
The iPad is the latest—and arguably most compelling—reason for marketersto back further away from traditional media companies and engage consumersdirectly. Previously, brands needed print and broadcast media to reach theirconsumers efficiently and effectively. This is no longer the case. That’s because withtechnologies like the Apple iPad, brands are more capable and empowered thanever to go it alone when it comes to creating and disseminating content. As such,marketers who think like media executives stand to gain share and improve loyaltyfor the brands they serve.In this whitepaper, we’ll examine the tremendous opportunities and upside of the“marketer as content provider” model. We’ll do so by focusing primarily on onemedium—magazines—to illustrate our point of view, which just as easily could beapplied to newspapers, televison and radio media.
 
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Goodbye Glossies. Hello “Glassies.”
 As has been well reported, traditional print magazines have been on life support for yearsnow. The plug has even been pulled on a host of once-popular titles such as Cookie, CosmoGirl, and O at Home. Nearly 400 magazines closed shop in the first half of ’09 alone. Stillothers, such as PC Week, have migrated to a web-only format. And even for those printmagazines still kicking, many do so with anemic heartbeats. Pick up virtually any once-hefty,ad-filled glossy, and you’ll find yourself holding a weight-reduced versionof its former self.But the industry is now all abuzz over a bright light seeming to growbrighter by the day. It’s not the shine of cherubs and angels on the otherside of publishing life, but rather a glow nearly as miraculous and certainlyfar more practical: the Apple iPad. It’s on this device where the glossiesof old shine brighter than ever with pages backlit under touch screens,creating a new nickname for the old medium: “glassies.” Thanks to the iPad, and the other tablets on their way,such as the Dell Slate and the HP Streak, the digitalmagazine’s future is, indeed, bright. So are thingsreally looking up for the magazine industry? Well, notentirely. That’s because the smartest, most creative,most popular digital magazines aren’t likely to bethose from old school players, but new and yet-to–be-concepted magazines created by entrepreneurs as wellas marketers for the brands they serve, just as televisioncontent is increasingly being produced independentof the long-term industry players and being served updirectly to consumers via YouTube, Hulu, et al.
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