Print Publishers Capitalizing on Mobile Market, ABC Survey Finds

• Despite the increased focus on the mobile market, publishers still believe that their print publication is valuable and will continue to exist. Seventy-eight percent of respondents overwhelmingly disagreed that their publications would be delivered in a digital-only format within the next five years.

• E-readers are clearly making their impact this year with the introduction of the Apple iPad and other tablet devices. In 2009, 42 percent of respondents believed that e-readers would become vital distribution channels for their publication. This year, that number jumped to 63 percent.

• Survey respondents continue to list Apple as the number one e-reader manufacturer expected to impact the publishing market, but Google/Android makes a strong survey debut in second place, followed closely by

• Despite Apple’s high ranking, publishers are concerned about its app business model and the way it shares data. Only 11 percent of respondents indicated they were satisfied with the analytics and subscriber information they receive from Apple. Nineteen percent said they were satisfied with Apple’s app business model.

• All of ABC’s publisher members are experimenting with charging for mobile content. Forty-three percent of consumer magazines said they currently charge for mobile apps, followed by 39 percent of business publications and 21 percent of newspapers.

• Publishers are optimistic about their ability to monetize mobile content. Thirty-seven percent expect mobile to significantly impact their revenue in just two years.

Survey Conclusions:

• Publishers are beginning to solidify their mobile strategies while gauging how to adapt to a rapidly shifting market. The mobile market continues to receive more attention this year than last. More survey respondents are entering the space with websites formatted for viewing on mobile devices, apps designed for smart phones and e-readers, and clear plans for monetization. The larger publications are more likely to have launched their first round of initiatives, but small to midsize publications are not far behind.

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