Magazine Go Wireless: Turning Portable Into Mobile

These days iIt’s becoming a mantra that everyone needs a mobile presence similar to the mantra around before the dot-com bust that everyone needed a web presence. I don’t disagree — however much the web was over-hyped there are very few businesses who would not benefit from a good web page today. The same will be (or already is) true of mobile, the big question is simply what sort of mobile presence should a company have, and what should it do? At MediaPost there’s a good commentary about this, focusing on the magazine business and dubious benefits and many pitfalls that can happen if a magazine simply cut-and-pasted its content onto the mobile platform. “From layout to text style, lush imagery, voice, and content mix, great magazines work because they immerse us in an aspirational environment. This is a tall order for a short screen…In order to do mobile well, however, these titles have to do a real gut check of their brand equity and then over-deliver on those core elements in order to sell their value proposition.” It then goes through what the author sees as success stories in mobile magazine efforts, ranging from Consumer Reports to Car and Driver to Maxim, and what each magazine is offering its customers on the mobile deck. The important thing to note is that they are different from each other…

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