Notesale: Turn your study into money

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“Magazines  will  never  die  because  there  is  a  visceral  feeling  of  having  that  thing  in  your  hands  and  
turning  the  pages
...
”  Is  George  Lois  right  –  can  magazines  survive  the  
tablet  era?  
It  is  controversial  for  many  to  question;  is  print  dead?  With  technology  increasingly  becoming  more  
popular,  it  seems  that  it  is  starting  to  shape  the  way  we  live  our  everyday  lives
...
 It  will  look  at  reliable  secondary  sources  
such  as  statistics  and  articles  which  can  prove  whether  magazines  still  triumph  or  fail  in  comparison  
to  their  electronic  alternative
...
   
It  has  to  be  said  that  this  debate  is  all  a  matter  of  opinion  and  prediction
...
 It  is  
however,  no  doubt  that  the  world  is  changing  rapidly  and  at  an  exceeding  pace
...
”  (Joel,  2010)
...
 In  this  specific  case,  this  was  true,  as  books  usually  hold  
out  of  date  information  whereas,  internet  articles  are  not  only  easier  to  find,  they  are  as  up  to  date  
as  possible
...
 Then  should  it  be  
challenged  whether  this  is  the  actual  case  or  whether  it  is  just  assumed  that,  this  is  the  way  every  
‘old  fashioned’  media  is  going  to  go
...
”  (Joel,  2010)
...
 However,  the  tablet  as  we  know  it  today,  did  not  exist  
1  
 

  
five  years  ago
...
 
 In  November  2010  Virgin  Tycoon,  Richard  Branson  announced  that  he  was  to  release  the  ‘first  truly  
digital’  magazine  for  the  iPad
...
 For  £1
...
99  a  month  you  will  have  about  100  pages  of  content  poured  
into  your  tablet  computer
...
 It  was  looked  upon  as  a  media  phenomenon,  and  a  
revolution  in  a  way  we  consume  information  and  entertainment
...
   
Rupert  Murdoch  of  the  News  of  the  World  was  mentioned  by  the  Guardian,  as  if  he  was  involved  in  a  
competitive  battle  with  Branson
...
 
Based  on  30  years  of  reading  News  of  the  World  and  other  papers  [Murdoch]  publishes,  I  think  on  
quality  we'll  be  willing  to  be  judged
...
 This  suggests  that  even  though  the  media  
was  shifting  from  print  to  digital,  that  the  main  competition  was  not  the  way  that  the  audience  
physically  consumed  their  information,  but  it  was  the  quality  of  the  information,  and  the  
professionalism  of  which  they  consumed  it,  that  was  the  real  battle  and  which  had  always  been  the  
real  battle
...
 The  research  involved  a  ‘reading  behaviour’  study  
of  6,965  subscribers  to  Vogue,  Wired,  GQ,  Vanity  Fair  and  Glamour,  who  read  these  magazines  
either  in  print  or  digital  –  iPad  or  Android  –  format,  or  those  who  use  both  platforms
...
 

2  
 

  

 

 

 
Fig  1  –  Durrani  (2013),  Conde  Nast  research    
The  results  of  this  research  (figure  1)  concluded  that  both  mediums  register  equivalently  high  dwell  
times,  whether  people  consume  magazines  in  print  or  digital
...
 (Durrani,  2013)
...
   
President  of  Condé  Nast,  Nicholas  Coleridge,  International  and  managing  director  of  Condé  Nast  
Britain,  told  Campaign  magazine:  "This  research  debunks  for  all  time  the  assumption  that  people  
read  print  and  digital  magazines  in  different  ways,  and  for  different  periods  of  time
...
 
The  ABC  has  been  particularly  keen  to  see  third  party  verified  data  on  this  subject  and  scale,  and  
now  we  have  it
...
 We  can  move  on
...
   
 
3  
 

  
 
This  is  a  fair  statement  but  is  it  really  enough  to  put  an  end  to  the  digital  vs
...
   Primary  
research  shown  through  Figures  2  to  5  was  conducted  on  a  series  of  35  random  people  who  carried  
out  the  survey  out  of  their  own  interest  and  free  will,  and  it  focus’  on  opinion
...
 It  appears  as  
though  32/35  people  do  feel  as  though  the  feeling  the  pages  of  a  magazine  adds  to  the  experience
...
   
In  fig  

 

 

 
Fig  2  –  Pentland  (2014),  Primary  research  question  1  

 

4  
 

  
Fig  3  –  Pentland  (2014),  Primary  research  question  2  

 
Fig  4  –  Pentland  (2014),  Primary  research  question  3  

 
Fig  5  –  Pentland  (2014),  Primary  research  question  4  
One  of  the  35  written  answers  stood  out  in  question  4
...
 For  example;  Kindles  are  gradually  replacing  
books,  although  there  are  many  who  still  prefer  to  hold  the  actual  book  rather  than  an  electronic  
device
...
 Some  people  enjoy  reading  a  magazine  and  having  a  cup  of  tea  etc,  so  I  find  it  hard  to  
believe  there  will  ever  be  a  point  when  companies  can  realistically  cut  off  magazine  production
...
   

5  
 

  
Although  this  primary  research  is  only  on  a  small  scale  and  can  only  produce  so  much  insight  into  the  
true  public  opinion  of  this  matter
...
 While  half  of  respondents  
to  its  state-­‐of-­‐the-­‐media  survey  (2,276  UK  consumers,  aged  14  to  75)  owned  a  Smartphone,  35%  
subscribed  to  at  least  one  printed  magazine  in  2011
...
   However,  the  primary  research  
is  an  up  to  date  source  which  still  supports  this  despite  the  adoption  of  tablet  devices  constantly  on  
the  rise
...
     
Figures  released  in  March  2013  by  The  Audit  Bureau  of  Circulation  (ABC)  also  go  against  the  opinions  
of  this  primary  research  and  showed  that  leading  print  magazines  such  as  Nuts  and  year  –  on  –  year  
figures  were  -­‐29
...
6%
...
 
The  Guardian  have  posted  countless  articles  over  this  topic  and  in  2013  one  of  their  sub  headlines  
read  “Declining  sales  do  not  mean  the  end  for  glossies
...
”  (Rowlands,  2013)
...
7%  in  the  ABCs
...
 Going  back  to  
the  statement  by  George  Louis,  yes,  you  can  feel  the  pages  of  a  magazine  but  the  digital  version  of  
Top  Gear  provides  galleries  and  high-­‐definition  videos,  as  well  as  exclusive  offers  and  new  forms  of  
interactivity
...
   

6  
 

  
In  theory  George  Louis’  statement  is  only  a  matter  of  opinion,  and  there  are  numerous  surveys  and  
campaigns  with  support  and  defy  his  statement
...
   
Word  Count:  1,612  
 

 

7  
 

  
Reading  list  
Durrani,  A  (2013)
...
 
http://www
...
co
...
   
 
Hooper,  M  (2012)
...
theguardian
...
 
 
Joel,  M  (2010)
...
 http://www
...
com/blog/archives/print-­‐is-­‐not-­‐dead-­‐1/  
Last  Accessed:  24/04/2014
...
   Print  is  not  dead
...
twistimage
...
 
 
Pentland,  E  (2014)
...
quicksurveys
...
aspx?surveyId=1175470  Last  Accessed:  25/04/2014
...
 Richard  Branson  launches  Project  as  'first  truly  digital'  magazine  for  iPad
...
theguardian
...
 
 
Rowlands,  B  (2013)
...
 
http://www
...
com/media-­‐network/media-­‐network-­‐blog/2013/mar/07/fall-­‐rise-­‐
magazines-­‐print-­‐digital    Last  Accessed:  24/04/2014

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