Good news for the news business: Companies are paying newspapers and magazines up to five times as much to place ads in their iPad applications as what similar advertising costs on regular Web sites.
This doesn't mean Apple's tablet computer will live up to its hype as a potential lifeline for the media industry. Online ads still generate a small fraction of news companies' advertising revenue,
and it's an open question whether print ads will return to what they totaled before the recession, notes
AP.
But early evidence suggests the iPad is at least offering publishers a way to get more money out of advertisers. To do that, media applications will have to be compelling enough to keep people engaged
for longer periods. And more people will need to buy the iPad.
Apple expects 5 million will ship by December and application and ebook downloads in the high billions over the next two
years, per ABI Research, reports Mobile Commerce Daily. Although a magazine may
look beautiful on the rack next to other magazines, when compared to the vast array of media available on the iPad, it stands out based on its limitations.
Developing a new iPad experience
for a magazine brand will take more design thought upfront, and often combined multiple assets and media in ways that are quite different than how this was done historically. But the results are
magical, both to consumers and advertisers, and present far-reaching opportunities to extend the brand
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