However the market is measured – and defining what a “digital magazine” actually is a real issue – it is clear that although the market is growing, this is from a small base and with the growth slowing down. PPA commissioned Frontline to repeat its 2013 data consolidation exercise to dig into the market in more detail. Frontline and Wessenden presented the results at the recent Customer Direct 2014 conference.
The clear conclusion is that digital editions are not transforming the magazine business overnight, but nor are they a disastrous cul-de-sac. They look to be just another channel (and for many magazines, a niche channel) for reaching the consumer. And “digital” is not just a simple alternative to print – it is much more complex and powerful than that. Finding out how to use digital editions appropriately and effectively is the industry’s next challenge.
- Click here to view the Customer Direct presentation.