Remember books? They were small rectangular things, which had pages and were made of paper. We’d read them, throw them and sometimes even burn them.
However, Steve Jobs invented the iPad. A small device, which changed the way books and print media are consumed forever (possibly, maybe…). The launch of this device has uncovered challenges for both the digital communications industry and traditional publishers. For us, it’s in the form of device usability for them it’s ‘how the hell are we going to survive?’ song.
After spending a few hours (and a few dollars) using iPad applications from Wired, GQ, Sport & Style. I soon realised we were back to 1998, where every website has a different set of usability rules, in this case, digital magazines. Some pages turned left, some scrolled down, some had video hidden within small flat buttons that didn’t really look like buttons. It was the most beautiful car accident I had ever seen.
The simple enjoyment of reading a magazine has disappeared (for now) on the iPad device. It’s more a process of discovery and adjustment. You can’t relax, it’s like being on rollercoaster ride whilst smoking your pipe and wearing sheepskin slippers. It’s neither good nor bad, it’s simply all very new and and confusing.
To Apple’s credit, it’s had an amazing ability to control every facet of their business and products. Much like their iAds platform, I feel they should be helping shape best practices for digital magazines. Spending time educating the industry, creating guidelines and setting up best practices will help standardise basic digital magazine functionality. It will create better viewing experiences for consumers, and in-turn help lower the barriers to entry for traditional publishers who wish to enter the market.
Regardless, publishers should count themselves lucky, they’ve been dropped in the digital shallow end, post Napster, post Limewire. With any luck, publishers should come out of this with nowhere near as much damage as the music and movie industries have.
So, here are my five tips on what creators and publishers should be looking out for when creating digital magazines.
- Steal it – Look to the biggest publishers in market. Wired, Sports Illustrated. They’re on the right track. How would you make their iPad experience better? What could you steal?
- Design it – Pretty books will help get around the problem of dull or traditional content. Designers are for designing, developers are for developing and downloading porn.
- Embed it – There’s no need to load multiple apps just to view an article or advertisement. Make sure you keep it as steam-lined as possible. See Edition 29’s Architecture Magazines – good use of audio and video.
- Break it – Before you release it, give it to friends. Negative feedback will help you build a better experience.
- Sell it – Whilst your total audience may be lower for a ‘paid’ magazines, people should now respect the fact that good content should cost money.
Best of luck and if you have any more questions, please feel free to contact me.
