Magazines Doomed Once Again as iPad Sales Slump

[meegbear]

It'll take more than a touchscreen to revive the hemorrhaging magazine industry, if pitiful recent sales numbers are any indication--iPad sales have taken a nosedive among the highest profile glossies. Wired? Down to a fifth of its debut.

Wired's peers aren't doing so hot either--and didn't have the mammoth, 100,000 sale premiere to kick things off. According to the magazine circulation-tracking Audit Bureau of Circulations, only 8,700 people bought an iPad issue of Vanity Fair in November, down from 10,500 in August. Glamour? Even worse, with only a paltry 2,775 iPad issues sold in October, compared to a slightly less paltry 4,301 in September. Dude stuff powerhouse GQ? Also in the dumps, with a worst-ever 11,000 downloads in November.

A large part of the problem? Apple's refusal to offer anything resembling a traditional subscription service, instead forcing readers to buy each issue individually. Whether it's this inconvenience, lackluster content, general reader ennui, or some malignant swirl of the three is unclear. But Apple sure isn't giving mags the help they could.

No matter what the cause, these are not numbers that will lead to a magazine publishing renaissance. These aren't numbers that will even keep the coffee machine running in their offices. With magazine publishers pouring resources and enthusiasm into an imagined iPad promised land, they'd better hope these dispiriting--to put it lightly--stats are only a temporary lapse in reader interest. Or maybe Men's Health will have to come up with 600 undiscovered ab workout tips, if it wants to rise above the 2,000 issues it pushed in September and October.

http://tpmlivewire.talkingpointsmemo.com/2010/12/magazines-doomed-once-again-as-ipad-sales-slump.php?ref=fpb

[hlthe2b]

1. I can not believe that you can't subscribe to content on Ipad...

I was curious and noted some magazine issues were more expensive on Ipad then on the newsstand. How does THAT make sense?

[brooklynite]

12. You can, easily

I subscribe to Macworld, National Geographic Traveller, Vegetarian Times, Architectural Record and Saveur through ZINIO.COM. New issues are sent to my iPad for download.

The problem (and what the article doesn't address) is the apparent willingness of many magazine publishers to restructure their payment systems; either they require signle-issue purchases, or no discount off the print subscription price.

[hlthe2b]

24. yes, I wasn't clear.... I meant subscribe at reduced rates...

Thanks for clarifying.

[dkf]

28. Is it apple's decision to keep subscriptions at no discount?

Depending on who dictated this, the blame may be with Apple or the publisher.

[-..__...]

2. I haven't bought a magazine in ages.

Part of the reason is the price.

The main reason is that the content is usually the same articles rewritten/recycled time after time, after time.

[toddwv]

3. Yeah, it's pretty bad when people resort to buying a magazine

because of the advertisements...

[Mudoria]

4. Same

I used to keep subscriptions to Newsweek and Time yearly but I've let that lapse the last couple of years. Most of the time I've already heard or read about the biggest stories elsewehere. The price is also a factor.

[TreasonousBastard]

5. Curious what the numbers with e-readers are...

since they allow you to subscribe and the new color Nook is aimed at magazine readers.

(Last time I looked, though, an annual Nook subscription to the New Yorker was the same as the dead tree price-- whassup wid dat?)

[Skink]

21. My subscription to the Nation on nook is 1.49 a month.

can't beat that.

[dkf]

6. Apple has control issues...

I make sure I have access to all types of content including apple and android. I really dislike the way Apple wants to dictate everything.

[brooklynite]

13. This has nothing to do with Apple...

Magazines aren't being sold through the iTunes/iBooks store. Individual publishers are doing what they want.

[dkf]

19. The article says apple is refusing to do subscriptions.

"A large part of the problem? Apple's refusal to offer anything resembling a traditional subscription service, instead forcing readers to buy each issue individually. Whether it's this inconvenience, lackluster content, general reader ennui, or some malignant swirl of the three is unclear. But Apple sure isn't giving mags the help they could."

[brooklynite]

26. See my #12 answer...

Apple doesn't deal with magazines at all, except to approve or deny the delivery/reading apps. They don't sell newspapers/magazines at all. Third parties are able to (e.g. ZINIO) but frequently choose not to.

[toddaa]

16. Doing things your way?

I believe that puts you outside the Apple demographic. They used to make nice computers, especially after you wiped off all the shitty software that came with them, but they wised up to that.

[dkf]

20. My iPhone drives me nuts but I love the variety of apps.

The equipment really is durable though. I have dropped this thing so many times it is crazy.

[onehandle]

7. Apple is projected to sell a possible 65 million iPads next year.

The subscription services will be worked out.

[meegbear]

9. Oh yeah? WHEN?

[trotsky]

10. Trust the Cult of Apple.

It WILL happen. Understand?

[meegbear]

17. ... I UNDERSTAND ...

Steve Jobs GOOD ... Kindle BAD

[onehandle]

22. The iPad has been out for eight months.

Apple haters act as if the damn thing has been out for eight years. It's a new market.

Tablet computers were a niche before the iPad and now every tech manufacturer is trying to play catch-up to a market Apple basically invented.

Those other manufacturers are not hurrying to work out a publishing deal, so please complain about them too.

It's a different market from the Kindle and Nook type dedicated readers.

Apple leads, others follow. Whether you like it or not.

[toddaa]

11. That's why they'll sell 65 million iPads next year

Because that logo insures everything will be worked out.

[DainBramaged]

15. They'll sell 65,000,000 IPads because people are sheep

[EC]

8. Well, yeah...

ruining, losing or otherwise damaging a magazine is a lot cheaper then doing the same to an Ipad...

[DainBramaged]

14. Apple, it if isn't going in their pocket, you're screwed

[xchrom]

18. i like the ipad a lot. -- but i love magazines

for a different reason -- or used to -- the wonderful paper and fabulous photos.

[krabigirl]

23. I have an iPad, but I just read stuff like that on the web. No need for so many apps for me.

[girl gone mad]

25. Canceled my subscription to Wired..

over the Lamo affair.

And I didn't even pay for it, it was a gift.

Is it any wonder why they're licking the government's ass so thoroughly? Someone's going to need a bailout soon.

[qb]

27. If the company doesn't pay for printing and delivery, then the price should be damn cheap.

The greedy bastards just don't get it... they charge too much.

Also, I mail paper tax returns and send checks for license renewals because of the on-line service charges. Too many on-line services are padded with excessive charges because they can get away with it.

[DirkGently]

29. The wireless subscription model needs work, but does offer hope, IMO.