The Apple iPad is being mentioned since the saviour of newspapers by publishers and commentators round the world. Whilst it will take the time to know perhaps the iPad will deliver a bankable revenue stream to newspaper publishers, the bigger question for newspaper retailers is perhaps the iPad will impact on newspaper buying habits.
Consumers buy newspapers out of habit and for an instantaneous need. I declare that in both situations, the iPad is not likely to impact noticeably on the purchase patterns, not for the following couple of years at least.
While iPad sales have now been excellent in the United States in the first weeks following release, it can take years to attain the amount of critical mass necessary to really have a viable channel. The following barrier is app up take.
Each iPad user wanting to access a newspaper, national or local, will need to purchase an app, a registration to the newspaper. The existing pricing model is not absolutely all that attractive. pool result While I expect a lot of iPad users to test newspapers, I suspect that it will take the time for all of us to see an on-going commitment.
Newspaper publishers themselves are merely beginning to become accustomed to the new platform. The versions of newspapers today on the iPad can look archaic in just a couple of months. It a couple of years we will not recognise them when comparing to what’ll be available them.
Enhance the challenge of the new technology and the early versions of newspapers the matter of the technology itself – the necessity for power and the necessity for internet access. Every one of these factors is a barrier that may slow getting to the stage where we notice an impact on sales.
Depending on the location, single copy newspaper sales, sales non-prescription, can account fully for 33% of most newspaper sales. Several are to infrequent purchasers. These clients are unlikely to adopt a technology solution in even the medium term.
Physical newspapers win over the iPad today for convenience, price per copy and flexibility in terms of the way you connect to the product. These benefits can and is likely to be combated by the technology although not immediately. This is the reason retailers selling newspapers have the opportunity in the short-term to continue to leverage print newspaper sales.