If the media brand value has far less in the past, then the Newsstand represent traditional content in the form of a simple digitization of the failure can be said is an inevitable trend. The consumption habits of the users of news content has undergone a revolution, just a brand new packaging can not pull out a victory.

2011 iOS5, Apple introduced the the new newsstand Newsstand function. Apple\’s expectations Newsstand function helps users no longer need a separate subscription to a magazine, but can concentrate on the unified management of various publications Subscribe.

Since its launch, Newsstand industry is in the midst of the Web profitability of the plight of the traditional publishing industry\’s savior, the rapid growth of subscription data seems to confirm this. Newsstand released less than a month, the famous Conde Nast Publishing Group digital subscriptions increased by 268%; March this year, Distimo\’s research data, Newsstand approached the publisher of 100 daily revenue gained through this channel. has reached seventy thousand U.S. dollars. Not long ago, Time Inc., said the company\’s 20 magazines, including \”Sports Illustrated\” and \”People\”, will be provided by Apple Newsstand service subscribers. Large magazine company, as the only company in the United States has not magazine subscriptions through the Apple Newsstand times this move seems to mark Newsstand will soon become the new standard for digital magazine publishing, and other digital publishing magazines Zinio verge of collapse for this view has been confirmed.

Newsstand really is the savior of the magazine?

Newsstand advantage of

For fiasco magazine publishers are still on the site model, Apple\’s powerful suction gold App Store Needless to say that the road is one worth exploring. Traditional magazines such as Wired, New Yorker early landing App Store, a general mode of application of the magazine for many problems: every issue had to manually download the huge amount of data, which greatly reduces the application of user magazine wishes (iOS lack of background automatically download function is to make this problem worse); lack of native subscription model makes the acquisition of new users has become extremely difficult; difficult for users to visually see the updates of the content of the magazine; magazines tend to be the App Store\’s The massive application drowned difficult discovery.

Newsstand solve these problems, support background automatically downloads and support directly from the App Store Magazine Subscriptions magazine will be updated to the latest cover of a render. In addition, centralized management the Newsstand and display mode simplifies user management, users have more opportunities to come into contact with a new magazine, to reduce the cost of discovery, but also allow more magazine exposure opportunity.

Criticized the heavy subscribers do not open early for publishers, Apple quickly adjust strategy, users can selectively exposed to the publishers and their personal information to receive send them personalized advertising. Everything seems very beautiful.

Newsstand defects

But as traditional bookshelf UI, Newsstand is not what a great innovation. Instead, Newsstand mode data looks very successful, but in the pattern was not satisfactory.

Reduce the visibility of the application

Newsstand in user-friendly management does have its strengths, but it is a single application folder forced to add a layer of wrapped way for users but more a obstacles.

We will what the application into the folder? Those that use a relatively low frequency applications. The multi-step operating loss of user groups is not to be underestimated, when the New York Times, the icon is hidden in the Newsstand other news applications (such as Flipboard) icons directly on the desktop when we subconsciously tend to Click to read the contents of applications that can directly open, many well-known technology blogger also expressed the same habits.

For a few magazine subscriptions, users, Newsstand lost its value, so that many users take advantage of the system Bug and jailbreak way to force hide Newsstand icon.

Users cognitive confusion

Perhaps because the original is not Apple\’s plans, App Store in terms of auditing, classification, have done poorly in the search, it is recommended. Only for newspapers and magazines in the App Store now, both non Newsstand application, there Newsstand. Even more confusing, iBooks Author Apple vigorously promote early harbinger magazine categories application debut in iBooks, and many users can also import PDF digital edition of the magazine provided the iBooks reading habits.

In this case, the user wants to read magazines have: 1) independent magazine application for the desktop; 2) Newsstand application; 3) the the iBooks three kinds division to choose, this is undoubtedly not a good experience.

The publishers limited by serious

Although most of the well-known publishing houses have slowly come to accept the harsh terms of the Apple, but one thing is for sure, the App Store and Newsstand publishers limit is still enormous.

The one hand, although Apple has allowed users to choose whether willing to share their personal information with publishers, but allows about 60% of the proportion living in targeted advertising in newspapers and magazines, still brought no small loss; same time stationed Newsstand just only cover the iOS platform users, although this is a large user base profit, but taking into account the Amazon Kindle, Google Android and other markets, Newsstand or severe limits its coverage. This is why most of the newspapers and magazines have taken a multi-platform release strategy, which undoubtedly increased development costs.

In addition, 30% of Apple unshakeable sharing ratio compared to traditional distribution channels and not too expensive, but for the digital channels for the decline in issuance costs, how much the proportion or some unreasonable. (The Google share ratio of 10%). These factors, the industry also choose not to participate in the Apple game like this media Financial Times, and the independent development of a cross-platform HTML5 magazine application, independent operators own distribution channels.

Pricing is too high

As on the point mentioned, relative to traditional paper media and digital forms of newspapers and magazines in the publication and distribution of the cost has dropped significantly. But at present, whether in App form of magazines in the Newsstand application, or channels, newspapers and magazines of the digital books exist in the form of text, its price is similar to the paper version, or even higher.

We still accustomed to physical goods, loss of the actual paper carrier, why the same need to pay the same price, in the psychological perception is still difficult to accept, especially for the most and did not provide the number of new convenient way of reading newspapers and magazines applications.

Follow the old form of news media

What forms of digital publishing for newspapers and magazines, the industry is still inconclusive. While magazines like Scientific American, the Daily and other application stunning exploration in interactive multimedia CD-ROM and traditional, but they are in fact not much different, and, on the other hand, more newspapers and magazines applications still most traditional flip mode, which makes the digital version of the newspaper magazine attractive to users is not as easy to carry, publishers expected.

In addition to the intuitive content presentation in the form of old, the number of installments for the units, the Newsstand used to and updated from time to time to download a release form also goes for the traditional issued. The user has used the news constantly updated on the Web now, this issue is clearly more suitable for static books rather than newspapers and magazines such dynamic media. (Conversely, if the main fine content and depth of analysis, this issue forms touches no problem.)

When we see the Newsstand huge leap in data, we also see a the Taifook decline of traditional media users. The Newsstand\’s success largely stems from its inherited the publisher and the user\’s old news reading habits, in order to attract the transfer of traditional media users. For publishers, the transfer of the user and can not bring more benefits, how to explore real new users still they need to solve the problem.

How do we read the news

The reason why Newsstand has not been able to save the magazine publishing industry, and can not be attributed solely to the issue of the Newsstand itself even more important reason is that: people now pay more attention to looking for news articles, topics, rather than a specific news organizations. Like the New York Times, the Wall Street Journal as a brand of the hot topic of the world\’s greatest era has passed in the short term, they may also be able to maintain their unique status, but in the long run, the future of the press, the media brands will gradually reduce the value of This is why the popular news aggregation applications such as Flipboard reason. Although the recent sudden, the New Yorker, Wired announced its withdrawal from the the Flipboard message, but the broad consensus of the industry, their only exit is the problem of the distribution of benefits, Flipboard value still can not be questioned, the behavior of the New York Times added Flipboard is illustrated this point.

If the media brand value has far less in the past, then the Newsstand represent traditional content in the form of a simple digitization of the failure can be said is an inevitable trend. The revolution has occurred in the spending habits of the user, just a brand new packaging can not pull out a victory.

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