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

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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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