The way the content is delivered can’t be the only thing that changes

Tom Dougherty, CEO – Stealing Share

29 March 2010

iPad advertisers need to do more than add bells and whistles

It comes as no surprise that publishers such as Time magazine and the Wall Street Journal are working with Apple to create unique advertising for their iPad editions. In those ads, advertisers will incorporate online features such as social networking, games and videos.

It sounds cool and no one really knows if it’ll work. But it strikes me as a variation on Internet advertising that hasn’t been the game-changer advertisers have hoped for. Web pages already have ads with video and a few of them also offer to interact as the iPad seemingly promises to do for advertisers.

ipad

These tactics do demonstrate an understanding by the iPad publications that the print gig just about up – so they have to do something or lose advertisers.

The most important question, though, is more fundamental. On the iPad, will these publications become more relevant to consumers? Will they make the content and branding changes they need to reverse the current trend of irrelevancy? As I have noted before, media in general has become irrelevant and they have themselves to blame.

If only the delivery of the content changes and not the content (and brand) itself, then those media outlets are bound to be disappointed with their iPad editions – and so will their advertisers.

See more posts in the following related categories: iPad magazine branding Media media advertising media branding

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Walmart grocery delivery to overtake Amazon?

  Walmart grocery delivery   Tom Dougherty, CEO - Stealing Share 19 February 2019 Walmart grocery delivery to overtake Amazon? I hate grocery shopping. Let me say that up front. Every Saturday or Sunday, we trek to the nearest Harris Teeter and pile our cart...

Measuring TV advertising effectiveness

  TV Advertising Effectiveness   Tom Dougherty, CEO - Stealing Share 18 February 2019 Measuring TV advertising effectiveness I found a new study utterly hilarious as it says as much about the state of TV advertising effectiveness as it does about attention...

How feasible is the Toys R Us return?

  Toys R Us return   Tom Dougherty, CEO - Stealing Share 13 February 2019 How feasible is the Toys R Us return? It appears the rumors of Toys R Us demise are greatly exaggerated. Tru Kids Brands announces that it has begun the Toys R Us return by reopening...

Share This