Apple’s iPad to save newspapers? I don’t think so

I sympathise with the traditional press, I really do. They are expending an enormous amount of effort trying to come up with ways of salvaging their infrastructure investments in printing presses, paper and distribution networks. Their latest tactic is jumping on the Apple iPad bandwagon, claiming that all-singing, all-dancing multimedia versions of newspapers and magazines (think Minority Report) will lead to a resurgence of traditional media publishing companies. But, as Robert Niles points out on the Online Journalism Review, the iPad will help newspapers and magazines in the short run, but will not save them in the end.

“I know that many news managers desperately want some technological innovation to come along that will turn back time and make people fall in love with printed content again. But paid circulation and readership were falling at most U.S. newspapers long before the World Wide Web made it easier for people dissatisfied with their local newspapers to find many more alternatives. The problem isn’t the Web - it’s that people have been rejecting and, in increasing numbers, continue to reject paying for the content offered by newspapers’ newsrooms, in any medium,” he writes.

He says the only ways that a new publishing platform will increase revenue for a publisher are if it: 1) replaces a previous platform; 2) expands availability of its content, allowing entry into a new customer market; or 3) provides a more suitable medium for its content, increasing desirability and demand.

“The iPad, and eReaders in general, don’t replace any other publisher platforms; they merely provide an additional option. Nor do these readers significantly expand the availability of content beyond that already established by the Internet and smart phones,” Niles writes.

“Someone will devise content that’s perfect for the iPad. It will likely take advantage of the device’s larger screen and portability and involve individual customization. (It’ll likely do much more, too.)

“But after a decade and a half of online production, most newsrooms haven’t substantially changed their print-focused production process. It’s hard for me to imagine that the iPad coming along will now force that change, when Web browsers and smart phones didn’t in the past.

“No, newsrooms that are suffering in the market need to quit looking for new revenue models and quit longing for new delivery platforms. Instead, they should focus on one thing… If you aren’t connecting with an audience and customers, you need to improve your content so that you do.”

He concludes: “Neither iPads, nor paywalls, nor government subsidies will long save a publication that too few care to read. Is your news business in trouble? Quit longing for saviors, and start producing better content.”

I am a digital immigrant who still loves to hold a newspaper in his hand, but I am also the parent of digital natives who would not pay for a newspaper if, well, if you paid them. We are in a transition period, and I sadly acknowledge that I am a member of the last generation that will regularly read newspapers. iPad or no iPad, the traditional media need to admit that they have to change their fundamental business model if they are to exist in any recognisable form in the coming decades.

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Posted on Monday, February 1st, 2010 at 3:10 pm under Australia, Journalism, Media companies, Technology, Writing.

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3 Responses to “Apple’s iPad to save newspapers? I don’t think so”

  1. Rachal Digirolomo Says:
    February 7th, 2010 at 3:49 pm

    I’ve been a fan of Apple for sometime, they produce gadgets that is visually gorgeous while working like a everytime I use it. That can’t be said about alot of companies, it’s typically one or the other. Businesses don’t usually take aesthetics seriously like Apple. With that being said I’ve got to say that I’m very excited about the new iSlate. One thing I question though, is it too soon? I think that this product may be ahead of its time. What do you think?

  2. miami plumber Says:
    February 8th, 2010 at 8:48 am

    This ipad will excel, but not as a reader but maybe with some app being coded right now.

  3. Wiley Laber Says:
    February 16th, 2010 at 5:36 am

    Lots of of bloggers are not too pleased with this new iPad.There was just too much hoopla over it and alot people got disapointed.You see, I actually see great deal of the cool potential uses of this device. Third-party applications for composing tunes, games, papers and magazines and books, tons of cool stuff, but IMHO they failed to sell it very well (excluding the books). It looks kinda not finished

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