Does any magazine company have a clear strategy for their digital business? Viewing it from the outside, there seems even less chance of picking who will be successful in the future.
Dennis Publishing seemed to be leading the way with online mags Monkey, iGizmo and iMotor, but has gone on to buy The First Post and bit-tech.net. Now it’s buying Kontraband, which has been around for 10 years, and has seen unique users decline from 10 million to 3 million as online video has solidified around the likes of Youtube and the BBC iPlayer.
Integrating video from a Dennis-controlled site into the other properties might make sense – after all, the various outlets guarantee a certain number of views, and there won’t be a need to share revenue with Google/Youtube.
Future Publishing is adding an online album club costing £3 a month for Classic Rock to let people read online reviews and download advance copies of the accompanying albums.
Meanwhile Conde Nast is closing Men.Style.com to focus on a new GQ.com website, Businessweek is up for sale by McGraw-Hill, and my former home at Bauer Media has been pretty quiet on the digital front since relaunching Aloud.com and shuttering Ditto.net (which has now been removed entirely from the internet).
So what seems to be a wise move?
Dennis expanding their portfolio seems logical, especially as they can now experiment to see whether their own revenue from Kontraband makes more sense than the bigger marketing potential of Youtube, and whether they can entice their 3 million unique users with some text to accompany their videos.
Conde Nast aligning their online and offline titles is also a good move – too often companies have tried to build portal sites which incorporate a number of magazines – to hide costs and a lack of content and resource – and have ended up trying to establish new brands whilst confusing audiences. And there are some really viable alternatives…
What don’t make sense?
I’m not entirely convinced by an online album club – granted the Classic Rock audience are more likely to be familiar with an album club than torrenting MP3s, but is there enough to justify £3 in the face of memberships for the increasingly familiar Spotify and Last.fm? Plus the music labels are making their own moves to become content providers, along with the artist themselves.
Having worked on Ditto, obviously I’m biased about it, but as it was pretty much quiet on the staff/development front, it seems strange to save some minimal server costs.
Oh, and I’m still not tempted by the print UK edition of Wired. Besides the obvious ‘geeks on the internet’ issue, I’d have rather seen a larger U.S. edition which included more UK coverage and content to boost awareness of UK companies, and to go further to justifying the cover price.
Any less confused?
