Despite all the hoopla among TV, cable, and newspaper executives about extending their brands to multiple platforms, including the emerging mobile platform, magazine executives are not all that keen
to do the same thing. According to a survey conducted jointly by Media Industry Newsletter and I Want Media, the magazine world is skeptical of going mobile at this point in time. Maybe sometime
down the road. Maybe not at all. But right now--no, thanks. Where's the business model? ask industry reps. "The few magazine brands that already see demand for mobile extensions of their
content are very enthusiastic about the platform and claim early success. But for the most part, print executives complain that unclear revenue models, complex uncommunicative relationships with
carriers, and a dearth of audience demand leave them in wait-and-see mode," says a piece in
Media Industry Newsletter. Of those surveyed, only 25 percent answered that they currently make
their content available on a mobile platform and only 28 percent said they have plans to repurpose their content for download on a mobile WAP browser.
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