Advertising keeps magazines and newspaper alive. Advertising rates are based mainly on readership. Fewer readers means less valuable ads.
For the past 10 years it’s been a downward spiral, as readers leave the print medium getting their daily news fix from TV and the Internet.
For the most part, a magazine ad isn’t much different than a website pop-up ad. Both get roughly 3-10 seconds of your attention? You look at the ad, absorb the message and move on.
The net worth of a print ad is based on the number of readers, and to some degree the profile of those readers. While an ad within a web page is more often than not, priced on a ‘per click’ or ‘per impression’ basis.
Now let’s look at the latest medium of advertising – the Apple iPad.
The iPad is a radically different medium.
An embedded app within a Apple iPad e-magazine isn’t a flat page. It’s interactive. It might not be an ad in the traditional sense, but instead an embedded video. More to the point, this ad can incorporate buttons that take you to other embedded videos and other segments germane to the subject matter.
An ad within the iPad environment is like a worm-hole, particularly when it appeals to a vertical audience like high-end car buyers, health nuts or sports fans. Click on an ad and it isn’t a one-step process. Done well, the reader is drawn into another world, free to explore without limitations.
Advertising within an iPad is multi-directional. It’s non-linear. You can move forward, go back or even up or down. Emotive advertising within the iPad has the ability to take you into another world. And you can stay there as long as you like.
And how do you put a price tag on that experience? It wont be cheap, because it’s far more than a passing 10 second glance.
Current advertisers are paying upwards of five times more to advertise in iPad based newspapers and mags. However, most ‘experts’ feel the rates will fall as the novelty wears off.
We beg to differ. We thinks rates will continue to climb as advertising better understand and explore the ‘worm-hole effect.’
