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July 05 2011

16:00

Condé Nast’s Scott Dadich on reinventing mags for the iPad and why partnering with Apple matters

As the man tasked with giving new life to magazines on new platforms for Condé Nast, Scott Dadich says there are some things, old-school things, that don’t change whether you’re dealing with print or tablets.

“The cover. As magazine makers, we see the cover as the one and only ad we have for your purchase and your time,” said Dadich, Condé’s vice president of digital magazine development. “It’s an inducement to pick it up and give us your time.”

The magazine cover may be ascendant once again thanks in part to the debut of Apple’s Newsstand for iPad and iPhone. Combined with Apple’s subscription policy, the Newsstand could potentially be the bridge to the wider adoption of magazines on the iPad that publishers have been hoping for.

“To have a dedicated container on a tablet device, the iPad, where covers are the primary means of purchase and browsing is something we’ve been looking for for a long time,” Dadich told me.

But the future still remains imperfect for publishers, some reluctant to give Apple its 30-percent cut, others wanting to get their hands on precious customer data without interference from Apple. Condé Nast is already onboard with Apple, though, with more than 30 apps and almost 10 magazine editions on the iPad and digital subscriptions available for the big titles. Dadich is a true believer in tablets: He lead the team responsible for Wired’s first iPad app. Still, he hedges that idealism with heavy doses of pragmatism. In an interview that covered everything from publishers’ relationship with Apple to developing a new design guide for the tablet, Dadich outlined a future that will find magazines thriving again.

“It’s not that far-fetched to imagine 20 to 25 percent of magazines’ readership existing in a digital platform three to four years from now,” he said.

Apple: “They have the marketplace, they built the store”

Partnering with Apple is a necessary element of experimentation right now, Dadich said. Instead of getting hung up on debates over divvying up revenue and ownership of data, companies could be spending that time trying to reinvent themselves. Besides, as Dadich sees it, media companies have always had to make friends in order to deliver their products on time. Apple’s just the next step in that.

“Look, they have the marketplace, they built the store, they have the credit cards and the eyeballs,” Dadich said. “We definitely want to be in front of those folks.”

Apple, he said, offers a new kind of delivery and distribution chain, one that could eventually cost publishers less than the analog model of printing press/delivery truck/mail box/newsstand. And the benefits extend to consumers, he pointed out: With Newsstand, in the same way you can be confident that your copy of GQ will arrive in the mail the second Monday of the month, iPad editions deliver content on time, every time. Instead of having to rush to download the latest New Yorker before a flight, it’ll just be there.

The “Design Fidelity Spectrum” for news apps

The idea of a world where everyone’s favorite magazines are delivered seamlessly is great, but not a reality yet. Tablet adoption remains far from universal, and converting readers, even the faithful ones, can be a complicated dance. Or, maybe, a game of whack-a-mole. Even with lower pricing on digital editions, a better subscription system in place, and improvements to file size and downloading (Dadich told me Condé’s digital editions now have a progressive download, which allows subscribers to read part of an issue as the rest downloads), there’s still a raft of readers not using the iPad. “One hundred and ninety million people read magazines in this country,” while “there’s 25 to 30 million iPads out there,” Dadich said. The goal is convincing people “that these magazines they love are just as good or better under a piece of glass.”

Which is where the design element comes in. As we already know, taking one form of media (newspapers and magazines) and trying to graft it wholesale onto another (the Internet, mobile devices, tablets) doesn’t generally work. But even within magazines, there’s no one right answer. While Dadich and the team at Wired were lauded for their success with launching Wired’s app, the same principles wouldn’t apply to, let’s say, The New Yorker. Different publications, different design needs.

For a company like Condé Nast, differentiating its titles on tablets is as much about the brand as it is about the reader — which is why Dadich relies on something he calls the “design fidelity spectrum,” a concept that slides from rigid faithfulness to the original product on one end to a completely new and unique look on the other. Most newspaper and magazine websites, and to an extent mobile apps, have little in common with their print counterparts. Conversely, The New Yorker and GQ, even with the addition of audio, video, and animation, still track fairly closely to their origins. Finding the right spot for your title, and determining how it meets up with your readers’ needs, is the big question, Dadich said.

“To say we have the answers would be lying. We don’t,” he said. “Apps like Flipboard and Zite, the feed-based apps, allow users to shape the news and reading they do. But I feel like, and numbers confirm, there is a place for editors still.”

Attacking on multiple fronts

Because media apps now compete not only with each other, but also with aggregation, reading, or social news apps, Dadich said it’s become more important to experiment with the way you package your content. While the iPad offers the opportunity for magazines to recreate an immersive, intimate reading experience, the iPhone can offer a different scale of opportunities, he said. “The completeness of an entire issue isn’t the attraction on the phone, but the service-oriented content is,” he said.


Gourmet Live, the departed magazine reinvented in app form, is one example, placing an emphasis on recipes and curated meal ideas. Dadich said he could easily see similar spinoff apps, things like a branded New Yorker listings app, which would take all the front-of-the-book material on goings-on around town and repackage it. Dadich’s strategy is one that calls for an attack on multiple fronts, a reinvention (and reclamation) of what it means to read a magazine. “Ultimately, a subscription to a magazine is about the relationship you have with it,” Dadich said. “If we can transform that into something that lives with you in your pocket all the time, we’re going to try that.”

Image by John Federico used under a Creative Commons license.

January 07 2011

17:30

This Week in Review: The FCC’s big compromise, WikiLeaks wrestles with the media, and a look at 2011

[Every Friday, Mark Coddington sums up the week's top stories about the future of news and the debates that grew up around them. —Josh]

A net neutrality compromise: The Review might have taken two weeks off for the holidays, but the rest of the future-of-news world kept on humming. Consider this more your “Holidays in Review” than your “Week in Review.” Let’s get to it.

The biggest news development of the past few weeks came just before Christmas, when the FCC passed a set of Internet regulations that were widely characterized as a compromise between net neutrality advocates and big Internet service providers. In essence, the rules will keep ISPs from blocking or slowing services on the traditional wired Internet, but leave the future of wireless regulation more unclear. (Here’s a copy of the order and a helpful explainer from GigaOM.)

In the political realm, the order drew predictable responses from both sides of the aisle: Conservatives (including at least one Republican FCC commissioner) were skeptical of a move toward net neutrality, while liberals (like Democratic Sen. Al Franken) fervently argued for it. In the media-tech world, it was greeted — as compromises usually are — with near-universal disdain. The Economist ran down the list of concerns for net neutrality proponents, led by the worry that the FCC “has handed the wireless carriers a free pass.” This was especially troubling to j-prof Dan Kennedy, who argued that wireless networks will be far more important to the Internet’s future than wired ones.

Salon’s Dan Gillmor said the FCC paid lip service to net neutrality, paving the way for a future more like cable TV than the open web we have now. Newsweek’s Dan Lyons compressed his problems with the order into one statement: “There will soon be a fast Internet for the rich and a slow Internet for the poor.”

From the other side, Slate media critic Jack Shafer, a libertarian, questioned whether the FCC had the power to regulate the Internet at all, and imagined what the early Internet would have been like if the FCC had regulated it then. The Los Angeles Times’ James Rainey told both sides to calm down, and at the Knight Digital Media Center, Amy Gahran used the story as an object lesson for news organizations in getting and linking to the source documents in question.

WikiLeaks and the media’s awkward dance: The long tail of this fall’s WikiLeaks story continues to run on, meandering into several different areas over the holidays. There are, of course, ongoing efforts to silence WikiLeaks, both corporate (Apple pulled the WikiLeaks app from its store) and governmental (a bill to punish circulation of similar classified information was introduced, and criticized by law prof Geoffrey Stone).

In addition, Vanity Fair published a long piece examining the relationship between WikiLeaks’ Julian Assange and The Guardian, the first newspaper to partner with him. Based on the story, Slate’s Jack Shafer marveled at Assange’s shrewdness and gamesmanship (“unequaled in the history of journalism”), Reuters’ Felix Salmon questioned Assange’s mental health, and The Atlantic’s Nicholas Jackson wondered why The Guardian still seems to be playing by Assange’s rules.

We also saw the blowup of Salon columnist Glenn Greenwald’s feud with Wired over some chat logs between alleged WikiLeaks leaker Bradley Manning and the man who turned him in. It’s a complicated fight I’m not going to delve into here, but if you’d like to know more, here are two good blow-by-blows, one more partial to Wired, and another more sympathetic to Greenwald.

Greenwald has also continued to be one of the people leading the inquiries into the traditional media’s lack of support for WikiLeaks. Alternet rebutted several media misconceptions about WikiLeaks, and Newsweek attempted to explain why the American press is so lukewarm on WikiLeaks — they aren’t into advocacy, and they don’t like Assange’s purpose or methods. One of the central questions to that media cold-shoulder might be whether Assange is considered a journalist, something GigaOM’s Mathew Ingram tried to tackle.

Other, more open critiques of WikiLeaks continue to trickle out, including ones from author Jaron Lanier and Floyd Abrams, a lawyer who argued for The New York Times in the Pentagon Papers case. Abrams’ argument prompted rebuttals from Jack Shafer and NYU prof Clay Shirky. Shirky in particular offered a nuanced comparison of the Pentagon Papers-era Times and the globally oriented WikiLeaks, concluding that “the old rules will not produce the old outcomes.” If you’re still hungry for WikiLeaks analysis, John Bracken’s rounded up the best of the year here.

Looking back, and looking forward: We rang in the new year last week, and that, of course, always means two things in the media world: year-end retrospectives, and previews of the year to come. The Lab wrapped up its own year in review/preview before Christmas with a review of Martin Langeveld’s predictions for 2010. PBS’ MediaShift also put together a good set of year-end reviews, including ones on self-publishing, the rapidly shifting magazine industry, a top-ten list of media stories (led by WikiLeaks, Facebook, and the iPad). You can also get a pretty good snapshot of the media year that was by taking a look at AOL’s list of the top tech writing of 2010.

Poynter’s Rick Edmonds examined the year in newspaper stock prices (not great, but could’ve been worse), while media consultant Alan Mutter explained that investors tended to stay away from debt-laden newspaper companies in particular.

As for the year to come, the Lab’s readers weighed in — you like ProPublica, The Huffington Post, and Clay Shirky, and you’re split on paywalls — and several others chimed in with their predictions, too. Among the more interesting prognostications: New York Times media critic David Carr sees tablets accelerating our ongoing media convergence, The Next Web forecasts a lot of blogs making the Gawker-esque beyond the blog format, Mashable’s Vadim Lavrusik predicts the death of the foreign correspondent, TBD’s Steve Buttry sees many journalism trade organizations merging, and the Lab’s Martin Langeveld thinks we’ll see John Paton’s innovative measures at the Journal Register Co. slowly begin to be emulated elsewhere in the newspaper industry.

Two other folks went outside the predictions mold for their 2011 previews: media analyst Ken Doctor looked at 11 pieces of conventional wisdom the media industry will test this year, and the University of Colorado’s Steve Outing outlined his wishes for the new year. Specifically, he wants to see News Corp. and The New York Times’ paid-content plans fail, and to see news execs try a value-added membership model instead. “This will require that news publishers actually work their butts off to sell, rather than sit back and expect people to fork over money “just because” everyone should support journalism,” he wrote.

Rethinking publishing for the tablet: One theme for the new year in media that’s already emerged is the impending dominance of the tablet. As The New York Times’ Joshua Brustein wrote, that was supposed to be the theme last year, too, but only the iPad was the only device able to get off the ground in any meaningful way. Several of Apple’s competitors are gearing up to make their push this year instead; The Times’ Nick Bilton predicted that companies that try to one-up Apple with bells and whistles will fail, though Google may come up with a legitimate iPad rival.

Google has begun work toward that end, looking for support from publishers to develop a newsstand to compete with Apple’s app store. And Amazon’s Kindle is doing fine despite the iPad’s popularity, TechCrunch argued. Meanwhile, Women’s Wear Daily reported that magazine app sales on the iPad are down from earlier in the year, though Mashable’s Lauren Indvik argued that the numbers aren’t as bad as they seem.

The magazine numbers prompted quite a bit of analysis of what’s gone wrong with magazine apps. British entrepreneur Andrew Walkingshaw ripped news organizations for a lack of innovation in their tablet editions — “tablets are always-on, tactile, completely reconfigurable, great-looking, permanently jacked into the Internet plumbing, and you’re using them to make skeumorphic newspaper clones?” — and French media consultant Frederic Filloux made similar points, urging publishers to come up with new design concepts and develop a coherent pricing structure (something Econsultancy’s Patricio Robles had a problem with, too).

There were plenty of other suggestions for tablet publications, too: GigaOM’s Mathew Ingram said they should focus on filtering the web, MG Siegler of TechCrunch asked for an easy-to-use newsstand rather than a system of standalone apps, and Alan Mutter suggested magazines lower the prices and cut down on the technical glitches.

Three others focused specifically on the tablet publishing business model: At the Lab, Ken Doctor gave us three big numbers to watch in determining where this is headed, entrepreneur Bradford Cross proposed a more ad-based model revolving around connections to the open web, and venture capitalist Fred Wilson predicted that the mobile economy will soon begin looking more like the web economy.

Reading roundup: A few items worth taking a look at over the weekend:

— The flare-up du jour in the tech world is over RSS, and specifically, whether or not it is indeed still alive. Web designer Kroc Camen suggested it might be dying, TechCrunch’s MG Siegler fingered Twitter and Facebook as the cause, Dave Winer (who helped develop RSS) took umbrage, and GigaOM’s Mathew Ingram and The Guardian’s Martin Belam defended RSS’ relevance.

— Add the Dallas Morning News to the list of paywalled (or soon-to-be-paywalled) papers to watch: It announced it will launch a paid-content plan Feb. 15. The Lab’s Justin Ellis shed light on Morning News’ thinking behind the plan. PaidContent’s Staci Kramer also broke down a Pew report on paying for online content.

— For the many writers are considering how to balance social media and longer-form writing, two thoughtful pieces to take a look at: Wired’s Clive Thompson on the way tweets and texts can work in concert in-depth analysis, and Anil Dash on the importance of blogging good ideas.

— Finally, NPR’s Matt Thompson put together 10 fantastic lessons for the future of media, all coming from women who putting them into action. It’s an encouraging, inspiring set of insights.

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