Wired US are going to be the first magazine on iPad. Not a big surprise, but a great move by them from a business and PR perspective.
The video above is brilliant. It pitches Wired and Condé Nast at the cutting edge of global magazine publishing, which they are. Their audience and advertisers are going to want to be part of this, partly because they are exactly the sort of people who are already planning to buy an iPad and willing to advertise on them but also because Wired are being so open, sharing so much and creating such interest in what they are doing.
The product itself doesn’t look finished or as good as it can be yet and it probably wont be perfect on day one, but it’s a great start.
We are at a point where technology is going to enable us to view and consume media in an entirely new way whether it’s on paper, mobile devices or iPhones or the iPad there are going to be a number of ways that people want to engage with that content.”
This is just adding one more avenue of communicating and connecting with the brand of Wired”
Scott Dadich, Creative Director, Wired
Scott puts it really well. This isn’t the only platform magazine content will be delivered through. People will access magazine content using a variety of different touch points. But this format is definitely a place the magazine needs to be if it has a future and one with which, certainly for Scott’s audience, will offer a valuable addition to their favourite brands’ product portfolio.
“This is what we’ve been waiting for… an opportunity to use all these visual tools at our disposal and tell these stories in a way that is efficient [and] multi dimensional, but we also think it’s an opportunity to reset the economics, for the first time people may value this experience so much that they’ll pay for it.”
Chris Anderson, Editor-in-chief, Wired
And they will pay for it. Why? It isn’t complicated and doesn’t need over dressed with meaningless jargon, which often spews out of some executive mouths like they’ve downed a pint of carbonated Cuprinol.
It will work because, as Chris Anderson says, it allows us to do all the things print publications are so good at and which their audience love so much, but now translate that to a digital medium in a way that is appropriate.
It’s not just a case of putting a PDF on a computer screen and asking people to pretend they are turning the page, something has been born here, which looks like it can evolve into a product that will deliver audiences a meaningful, high-value media experience.
Brilliant. Well-done Wired!
