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Will Magazines Speed-Dial Mobile?
Wednesday, September 23, 2009

After coming late to the digital media party (perhaps too late), magazines don’t seem willing to make the same mistake twice with mobile. According to a new survey from the Audit Bureau of Circulation (ABC) and ABC Interactive, 44.7 % of business magazines and 42.2% of consumer magazines format their Web sites to accommodate mobile devices. Increasingly, print brands are coming to see mobile devices as a way to boost traffic, with 51% saying they expect 5% to 25% in Web site traffic growth coming from mobile access in the next two years.

Print publishers are starting to see both mobile and e-reader devices as similar pieces of the same off-desktop experience. Of those newspaper and magazine executives polled, 42% felt e-readers will become a “vital” distribution channel, while 51% felt mobile would be “vital.” When it comes to smart phone applications, print is bullish. In the next six months, 13% of respondent expect to launch a mobile app, while 28% expect to do so in the next 12 months and 17% in the next 24 months. Executives have high hopes that mobile will reverse the free-for-all trends of the Internet. The majority (52% feel that a combination of ads and subscriptions will support the platform, while only 15% saw it as ad-supported only. Among mobile ad formats that have the brightest future, the respondents cited Sponsorship (41%), Search (40%) and Video (39%) before banner advertising (35%, which is the dominant form of mobile advertising now.

On the e-reader front there is disagreement over which manufacturer will dominate the field. Among those polled, 65% saw Apple taking the lead, although it has no device announced, let alone in market, and 62% named Amazon as a brand that will impact the market. Sony (25%), Plastic Logic (13%) and others trailed behind.

The ABC research was based on 375 qualified respondents, 62% of whom were in circulation departments.

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