A few hurdles for magazine publishers on iPad

Examining the first attempts to create a meaningful magazine experience on the iPAd, one wonders where all the interactive talent of the mid eighties and early nineties went. An iPad is not bundled printed paper and it’s not a website. But what it is, has yet to be found. I expect to see a tsunami of first tries and just do it’s, leading to disappointments by users who actually pay for content and thus slowing acceptance.

So the first two hurdles are attractive content, exciting user experiences and the talent to produce it.

Third hurdle can and will be found inside the walls of the publishing house. Which platform and workflow to use?

The 4th hurdle: will advertisers pay? And for what really? A customer magazine on a tablet? A stand alone walled interactive experience? Integration with their webpresence?

The race is on.

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