{"id":18021,"date":"2010-04-01T00:24:24","date_gmt":"2010-03-31T22:24:24","guid":{"rendered":"http:\/\/www.pasteris.it\/blog\/?p=18021"},"modified":"2010-04-01T00:24:24","modified_gmt":"2010-03-31T22:24:24","slug":"perche-ipad-non-salvera-le-riviste","status":"publish","type":"post","link":"https:\/\/www.pasteris.it\/blog\/2010\/04\/01\/perche-ipad-non-salvera-le-riviste\/","title":{"rendered":"Perch\u00e8 Ipad non salver\u00e0 le riviste"},"content":{"rendered":"<p><a href=\"http:\/\/www.tbiresearch.com\/here-is-why-the-ipad-wont-save-the-magazine-industry-2010-3\">Via <\/a>TBI Research<\/p>\n<blockquote><p>Magazine industry advertising revenue declined an average of 12% the  past 2 years (18% in 2009) so most magazines need to reverse revenue  declines while managing costs or face the real prospect of going out of  business if the bleeding continues.<\/p>\n<p>Some believe the iPad will enable magazines to reverse course in the  near-term, but we believe these expectations are way off the mark.\u00a0 In  particular:<\/p>\n<ul>\n<li>It&#8217;s  going to be years for mobile ad revenue to become material.<\/li>\n<li>As a result, in the near-term magazines will need to look to  subscription revenue to drive incremental profits.<\/li>\n<li>But, even if iPad sales wildly exceed expectations and users rush to  purchase lots of magazine subscriptions (we don&#8217;t think they will),  this will not be enough to drive meaningful revenue at most magazines.<\/li>\n<\/ul>\n<p>EVEN IF IPADS FLY OFF THE SHELVES MAGAZINES WILL STILL ONLY  REALIZE A SMALL PERCENT OF THEIR OVERALL PRINT REVENUE<\/p>\n<p><!--more--><\/p>\n<p>Just like the internet hasn&#8217;t turned into a material business for  most print magazines, neither will the iPad in the near-term.<\/p>\n<p>We crunched some numbers using the following assumptions:<\/p>\n<ul>\n<li>iPad owners are early-adopters that consume a lot of content so  let&#8217;s say 50% of them subscribe to two iPad magazines each.<\/li>\n<li>Magazine subscriptions on the iPad are higher than print  subscriptions (most magazines plan to charge more initially), so assume  an average $15 per monthly subscription.<\/li>\n<\/ul>\n<p>Even if iPad sales soar past expectations and reach, say, 16  million units over the next two years total magazine subscription  revenue would equal about $2.8 billion per year under the above case  scenario.\u00a0 That&#8217;s less than 30% of annual circulation revenue for the  entire magazine industry and only about 10% of overall industry revenue  (circulation + advertising).<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Via TBI Research Magazine industry advertising revenue declined an average of 12% the past 2 years (18% in 2009) so most magazines need to reverse revenue declines while managing costs or face the real prospect of going out of business if the bleeding continues. Some believe the iPad will enable magazines to reverse course in &#8230; <a title=\"Perch\u00e8 Ipad non salver\u00e0 le riviste\" class=\"read-more\" href=\"https:\/\/www.pasteris.it\/blog\/2010\/04\/01\/perche-ipad-non-salvera-le-riviste\/\" aria-label=\"Per saperne di pi\u00f9 su Perch\u00e8 Ipad non salver\u00e0 le riviste\">Leggi tutto<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,30,15],"tags":[905,159,1236],"class_list":["post-18021","post","type-post","status-publish","format-standard","hentry","category-economia","category-media","category-mobile","tag-editori","tag-giornali","tag-ipad"],"_links":{"self":[{"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/posts\/18021","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/comments?post=18021"}],"version-history":[{"count":2,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/posts\/18021\/revisions"}],"predecessor-version":[{"id":18023,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/posts\/18021\/revisions\/18023"}],"wp:attachment":[{"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/media?parent=18021"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/categories?post=18021"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pasteris.it\/blog\/wp-json\/wp\/v2\/tags?post=18021"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}