Innovation in the Magazine Industry: how magazine publications are keeping pace with the evolving world of online platforms

It is a well understood concept that we live in a multimedia universe that is driven by the constant development of technology; in this digital era the magazine industry has had to adapt and evolve to provide consumers with efficient and innovative ways of reading and accessing their chosen medium.   

Over the last few years the advances in technology have had a direct impact on the magazine industry and their constant battle to further develop interesting and ground-breaking ideas in order to keep pace with the ever expanding digital market. From 3D covers and “intelligent photos”, to talking ads, “click to buy” technology and augmented reality, magazine publishers continue on the road to innovation through the evaluation of growing trends and detailing the changes that have taken place in the formatting and marketing of magazines.

In this day and age of data overload it is inexcusable for publishers and editors to not know the analytical behaviour of their consumers, from content to advertising to new products and trends it is key that magazines appeal to what the readers want in order to stay competitive in their market. Consumers will be more inclined to re locate to online platforms as they can now choose what article they want, by which publication and on what device, whether that is a tablet device or smartphone they wish to read it on.

The transgression from print to online tablet subscriptions has been hugely significant in the last few years due to the fact that more and more people own an interactive device that integrates touch-screen technology. As well as being convenient for users who are constantly on the move it is also revolutionary in the way that it has the potential to transform how consumers view magazines.

Publishers have realised that in a society where the majority of reading is transitioning from printed to electronic formats, the potential to increase readership via tablet magazines is a major opportunity. The uniqueness shown in tablets and mobile devices to easily navigate, transport and access information has re-modelled how consumers view media sources online.

As well as online magazines and newspapers that can be accessed via a smartphone or tablet, there has also been an app specifically designed to become your own personal magazine. Flipboard allows users to ‘flip’ through their social networking sites such as Facebook or twitter as well as letting users fill the app with content they want to read whether it’s a blog, audio, video, magazine or newspaper source. Flipboard has from its inception, been a great tribute to the innovation of the  magazine industry as it continues to maximise the strengths of quality design and magazine layout as well as becoming a unique ‘make it your own’ experience for consumers. It is essentially a metaphor for the kind of creative content Flipboard encourages users to build, with the option to create, edit and share your own magazines with other users from the web.

With the ever increasing advances into the online world it begs the question as to whether the print industry will survive. The death of the printed word has been predicted for a while now and there is no doubt that the industry has suffered however publishers are delving into a range of “paper innovations” that explore the use of tactile front covers that strive to give readers a more immersive experience.

A front cover designed by any publication has one sole objective, and that is to grab the consumers’ attention. Whether that is through the colours, headlines, graphics and images used the magazine needs to be aesthetically interesting enough that we the buyer will pick it up and purchase it. Whilst good photography is still one of the most important aspects to produce an effective front cover, publishers are keen to explore and experiment with different ways of making magazine covers stand out.

3D magazine covers and feature articles were the first initial steps into developing the magazine industry to become more exciting and engaging for the reader. Dazed and Confused magazine launched its August 2009 issue complete with 3D glasses which allowed readers to view images of the futuristic and sci-fi clothing collection by Marios Schwab that practically jumped out of the page at them. 

A traditional magazine is rectangular in shape and often A4 in size; it is not designed for quick reading and convenience but for leisure and enjoyment. Various magazine publications such as Cosmopolitan have re-evaluated their dimensions and have created a smaller A3 size magazine that is perfect for fitting into a standard sized handbag. These are only small steps into updating the usability of a standard magazine however Hungarian fashion publication, Lack has pushed the boundaries of creativity by designing a magazine to look like a handbag, complete with handle.  

This progressive cover concept has not only rejuvenated the standard image surrounding fashion magazines but has also created a solution to how women are often inconvenienced when trying to juggle their magazines when out and about. Women are more likely to buy a magazine that enables them to operate in a quicker and more convenient way as well as being able to read their magazine when and where they want too.  This unique idea is genius in so many ways; aesthetically it is minimal, modern and edgy yet it is highly practical for readers on the move as well as becoming a live walking advertisement for Lack publication.

In a similar attempt the  June 2011 edition, Esquire Spain took its consumers senses to a whole new level, not only creating a visually appealing cover of Chef Ferren Adrià but a “scratch and sniff” logo that transported its readers to restaurant El Bulli in Roses, Spain. This playful and somewhat childish concept allowed readers to inhale a combination of the ocean as well as the eucalyptus and pine trees found in the bay of Cala Montjoi where the famous restaurant is based. This innovative idea gave readers a fun and unique experience that was also memorable not only to the reader but to Esquire and feature profile Chef Adrià, as well as creating a distinct connection between publication and consumer.

In this day and age it is normal to see the majority of the younger generation constantly attached to their smart phone or tablet as if it were a lifeline. Users are more likely to pull out their mobile device and use online media or social platforms to access news stories or articles rather than flick through a magazine laid out on a coffee table. This adopted attitude has left publishers no choice but to incorporate the use of smart phones with magazines, commencing the birth of QR codes, augmented reality and the development of digital space. 

QR codes, otherwise known as quick response codes are icons that users can scan via an app on their smartphone or tablet to view a video, often an advertisement or campaign in an attempt to bring print to life. QR codes burst into the digital sphere as an innovative way of advertisement and as a clever way of bringing attention to certain campaigns however they are now in their third generation of life which means they can include video or GIF-style animation.

The progression from QR codes to AR, more commonly known as augmented reality is another step in keeping the print industry alive with the purpose of streaming videos via a smartphone on each page of a magazine. Weekly ‘celeb gossip’ magazine Heat has teamed up with Engine Creative, a company specialising in AR who were given the task of bringing excitement and innovation to the magazine whilst maintaining its quirky and witty brand style. Working alongside the Heat editorial team Engine Creative have produced exclusive augmented content for readers to access via their smartphone or tablet. The creation and development of the ‘heat extra’ app has allowed users to unlock an interactive and engaging reading experience. The first augmented edition of Heat magazine featured a twelve page entertainment special with AR content including an insight into celeb David Walliams as well as evolving a ‘scan it!’ feature that allows users to engage with new heat content and participate in competitions.

Unsurprisingly AR is now looking outdated compared to the development and progression of Digital space. Using an app, digital space allows users to scan featured items in a magazine to see how much they cost and where they can be bought from. Editors and publishers are particularly keen to incorporate this technology within their magazines as it makes readers spend more time on each page as well as being able to monitor what each reader interacts with and efficiently keep track of the content readers are most interested in.

The question left unanswered is whether the magazine industry can continue to create new and exciting ideas to keep pace with the ever advancing technology that threatens to dominate the printed word. Whilst smartphones and tablets are very much the rising stars of this digital era they are not infallible and in this competitive market magazine publications need to be innovative so they are not left behind, become out of date and eventually expire.