Home  › Media › Publishing
mobile-publishing

The Magazine vs. the App

  |  June 7, 2013   |  Comments

Does cross-platform authentication hurt or help growth?

For years, digital magazine providers have built unique selling propositions based on the platforms they support. For example, my company supports everything from the PC to the new Windows 8 platforms. Other companies have built unique selling points around availability on the BlackBerry platform; others still focus on airplane access. And the list goes on. The justification for unique access by provider is basic. It requires a tremendous amount of attention to detail, funds, and technology integration in order to create native apps by operating system.

Providers want to provide the absolute best experience to their app users. They work for months designing an exceptional user interface (UI) and flow. By the time they get to market they are proud to have created an exceptional experience. This helps set them apart from other digital magazine providers.

While this has been standard in the technology space, a few months ago the tide changed. Progressive magazine publishers started to feel that their readers should have the ultimate choice. They started to ask for "cross-platform authentication" - which is the ability for a reader to read their magazine on any platform it is available on, despite the provider.

This change has serious implications for the digital magazine providers. It immediately eliminates unique selling propositions and creates a challenge to justify why a reader should subscribe from your platform versus others.

For publishers, this change should speed engagement and readership. Publishers don't need to worry about platform barriers (e.g., iPad issues cannot be read on an Android).

For digital magazine technology providers, it could hurt business. Many providers make a portion of revenue off of subscriptions. Now, a reader can buy on platform A and read on platform B.

For the magazine developer itself, it is a bet. On the one hand, the magazine may make more money by increasing access and thus, increasing ad revenue. On the other hand, the magazine may make less money, as in the past consumers would buy a print subscription and a digital subscription (or two) depending on which device they have.

So the question is: Does cross-platform authentication help or hurt magazines as we move into the future?

Image on home page via Shutterstock.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...