With decreasing budgets, increasing print costs, and the growth of digital readers, the days of print publications are numbered. Last year we watched one of our favorite magazines, Gourmet, close its doors and watched a publication we helped launch, Security Executive, stop publication. With digital readers such as the Kindle, Nook and now Apple’s recently announced iPad, closing the door is no longer the only option for magazines. Wired magazine recently announced its interactive magazine in response to increased readership online, on mobile devices and the iPad.
Wired focused on three key areas when developing their digital version:
1. Design: Rather than looking to the web development team for the design of the digital version, Wired used its print designers. They approach the design as a storytelling and move the design beyond ink on paper.
2. Advertising: As Wired’s creative director points out, people think of Wired as an authority and the editorial is an important part of the publication. An interactive publication provides opportunity to incorporate additional features in the advertising. The video below showcases some of the opportunities.
3. Brand: Wired readers have a relationship with the brands in the publication, and as Scott Dadich, Wired’s creative director, points out, ”we have a great website, we have a great print magazine, and this is just adding one more avenue of communicating and connecting with the brand of Wired.”