Another example of content for the new iPad

The coming of the iPad is certainly exciting in that it brings with it a new way of receiving magazine content and a new way of working for editorial designers. But how far will it go? This video of the iPad running VIV Magazine is great but seriously, how many publications can afford to deliver content like this? Not many.

So, who will have the budget? My guess is advertisers. I see a shift where editorial is not only differentiated by copy length and design style but by the level of motion graphics and interactivity. With publishers trimming budgets and typically spending $3-5,000 on photography (if that), I don't see them spending money on filming, 3D modelling and editing unless advertising revenue is boosted drastically.

The beauty of what's possible and the desire to be seen taking part in this would be very attractive to an advertiser but what changes will happen to the industry? Will the ease of delivery prompt more people to create magazines since they don't need to pay for print? Of course. Will advertisers be willing to pay much more for ad placement, allowing magazines to have bigger budgets to spend on this kind of production, or will they want to pay less because there is a bigger market to cover and need their dollar to stretch broader across more publications?

Take a look and you be the judge but my opinion is that a select few will cross the boundary but most magazines won't be able to compete and will stick to a more static format apart from a few ads.



And here's a behind the scenes: