Newspapers are folding, magazines are fading, ad pages are down and angst is up in the serial publishing business as it struggles through a global technological transition and may not survive. But what will be our next New York Times, our new Field & Stream, our improved Playboy? That’s what the big guns of publishing are fighting about with their Kindles and iPads. But I think they may have it all wrong and my friend Anina, the fashion model/girl geek may have it all right.
Anina has reinvented the magazine for your mobile phone.
Isn’t that what Apple is doing with the iPad, iPhone, and iPod Touch?
Not even close.
Anina, whom you may remember from her 2006 interview on NerdTV, has come up with a clever way to put magazines in your existing mobile phone. Her Mobile Magazines can be read on 2000 different mobile phone models. If it has a color screen, your phone — however cheap it was to buy — can be an eReader.
Selling into an existing hardware base gives Mobile Magazines a huge advantage over fancy competitors like Apple or an Amazon. Those companies have to first get people to buy their new hardware platform for hundreds of dollars before they can even hope to sell content for that platform, while Anina is sending content — color magazines with multiple pages, embedded links, and even e-commerce built-in — to the phone you already own. And it doesn’t even have to be a smart phone, which is good, because 94 percent of mobile phones in use aren’t smart phones.
Mobile Magazines are the 94 percent solution, ready to go and ready to scale right now.
Apple, Amazon and Sony are playing catch-up to Anina but don’t yet know it.
If your web site or blog has an RSS feed, you can use it to automagically make a Mobile Magazine. I made one for this blog in less than 10 minutes and it will keep publishing for free until I turn it off. Adding more pages and active links costs some money but not much. You can read my magazine on most any phone that can receive (not even send) SMS text messages.
You can read a Mobile Magazine where you don’t even have mobile phone service, like in a tunnel or on a plane!
If you have an iPhone you can mount your magazine right on the desktop with your other apps, completely bypassing both iTunes and the App Store.
Use your phone to read the Mobile Magazine version of this column: http://mobilemags.360fashion.net/10703.
Or (again with your mobile) just click here:
Picky readers will say, “The screen is tiny, the content is hobbled, there is nothing to be excited about here.” But remember this same content can be read today on two billion devices throughout the world.
There will never, ever be two billion iPhones.
I DONT HAVE A CELL PHONE DAMMIT
I DON’T HAVE A STEAM ENGINE DAMMIT
I DON’T HAVE A WHEEL DAMMIT
(nah, just kidding. no disrespect meant to SHOUTER.)
I DON’T HAVE A FUR COAT!
You can have one of my wife’s. She has a couple extra from her mom. The cost to tailor them is, well, outrageous.
I don’t have a flying car. It’s 2010, what happened to “the future”?!
I don’t have a rocket ship, dammit!!!
I don’t have a complaint, dammit!
Great! Where can I get a phone with a 9.7″ screen?
It is not just the screen size, its the resolution. How many electronic, book wanna-be products have you seen with at least 300 dpi resolution?
Most of the products I’ve seen are still at 100 dpi. In a book format this means the text has to be bigger to be readable. This means less content per page. This means the electronic book wanna-be can not be as useful or convenient to use as a real book.
The iPad is at 132 pixels per inch (ppi) ref https://www.apple.com/ipad/specs/
The Kindle is a 150 ppi, 16-level gray scale display ref https://www.amazon.com/Kindle-Wireless-Reading-Display-Generation/dp/B0015TG12Q/ref=kinww_ddp
Oh Bob, I think (for once) you have it backwards.
You’re trying to apply logic to people’s buying habits. It’ll got more like this:
Consumer: “Oh, shiny!” (buys iPad, Kindle – whatever)
Consumer: “Need content” starts buying books/mags/newspapers for “shiny thing”
It’s the existence of the “shiny thing” that sells the content – not the other way around. Do I want to read anything on my horrible old cellphone? Not a chance. Will I want to consume content on my iPad? Yeah, of course!
Makes no sense at all – it’s bound to happen.
Hi Jeremy,
While I could potentially agree with you about your style, I have to tell you that there really are the MAJORITY of people out there (AFRICA/INDIA/CHINA) with low end cellphones. Or how about the classic 50,000 dollar cellphone VERTU that only makes calls, but even on the VERTU you could get a MobileMags flyer with an invitation to an opening of your favorite designer. The flyer can be very simple: the event overview, a map, click to call or RSVP by SMS.
So many people I know dont have the newest shiny device. They have the trusty reliable long battery life s40 phones by Nokia. And why should they not have some value too? A little bling. A wee bit of content too with some links to call, or SHARE to a friend via SMS, or twitter the MobileMag to others?
Many years ago in the days of pagers, paging services had the option to send news information. You could get news headlines, weather alerts, and sports scores sent to your pagers 32 character display. It was actually very useful and convenient.
Almost every cell phone made has a MUCH BETTER display than a pager. So if you can send useful information to pagers, you can do a lot more with a cell phone.
You don’t need to start with an assumption content has to be in a newspaper 200-1000 word per article format.
Here’s a funny thought – the news could display on a simple phone in that garbled text that’s become so common – acronyms, abbreviations, emoticons and shortcuts up the wazoo. The daily news will look the liner notes to a Prince album, and that will allow it to fit easily into a dinky cell phone screen.
Anina can obviously defend herself quite well, but I think you are missing an important point here. Yes, early adopters buy stuff then buy more stuff to augment that stuff. But how big is that market? The Mac launched with a bang in 1984 but was almost dead in 1985 because all the folks who wanted one had already bought one. It’s the innovator’s dilemma that there is always a fall in demand after the early adopters are satisfied but before the rest of the market catches-on. But this Mobile Magazine thing is different because it is selling something new into a very mature market. You can introduce your shiny blingy thing to the market saying “We’ll sell a million (or 10 million) of ’em!” But if Anina achieves ONE PERCENT market share with Mobile Magazines, that’s already 20 million units.
This is another great example of the relevance of Java in the mobile and embedded space. It runs on 2+ Billion phones and enables great applications. It may not be able to offer the UI expressiveness of the iPhone and Android (though JavaFX certainly will on sufficiently powerful phones), but if provides functional, efficient applications on a scale no other platform can approach.
Yeah, totally powerful, but also the iphone bypassing the itunes store is powerful with html5!
This is perfect for Japan where handsets out number PCs and new models are released several times a year. Anina needs to come to Tokyo…
I would LOVE to come to Tokyo! I think the Japanese would LOVE me and I love Japan…they say that they would love my Anina Dress Up game too…www.aninadressup.com…and now you say they’ll love the 360Fashion MobileMags!
SERIOUSLY I HAVENT PAID CELLPHONE BILLS SINCE I GAVE UP THE MOTOROLA STAR TAC, $60 PER MONTH LEFT IN MY BANK ACCOUNT EVER SINCE THEN CHA-CHING x 120 MONTHS = OVER $7,000. I HAD A BLACKBERRY FROM WORK FOR AWHILE, BUT THEN THE RECESSION HIT AND IT GOT TOOKEN AWAY, I DONT MISS IT USED IT PRETTY MUCH ONLY FOR SUDOKU ANYWAY (BY THE WAY ITS A SCAM – YOU USE TWO BLACKBERRY ACCOUNTS – ONE TO DOWNLOAD THE PUZZLE AND SOLVE IT ON PAPER, SECOND ACCOUNT TO OPEN THE PUZZLE AND ENTER THE SOLUTION AS FAST AS HUMANLY POSSIBLE – ITS THE ONLY WAY TO ADVANCE ON THE RANKINGS – NEEDLESS TO SAY I DON’T MISS CELL PHONES AND ESPECIALLY THE BILLING$ AND SCAM$)
I got a GoPhone to reduce cell phone bills. Even though it costs 25¢ per call I can get by for $100 per year by mostly using my land line. (Of course, Sprint on my mobile PC costs $50+/mo.)
Tooken?
you learn English best lefthandedly, when you have to use it to learn a foreign language.
so flushing it to German and back, for instance,
>so then the recession hit, and it away was sind sie getooken sich gewerden.
gewerden?
I wish people would start adding 2D barcodes more often for links that are designed to be use on a mobile device. Luckily there are browser plugins and extensions like QR-ome for Google Chrome that will turn http://mobilemags.360fashion.net/10703 into a QR barcode so that you don’t have to type anything into your phone. If you have a QR reader here is a link to a QR code for the link. Just click then and snap a picture on your phone:
http://goo.gl/V74D
What’s powerful about it Greg, is that every MobileMag auto generates one. The power of this is like what Nina Maya is doing: she’s put a hangtag on every single garment that will go out world wide, with the photo of the MobileMag, and the QR code to download it on the back with an explanation. Nina Maya is a smart desiger because she has empowered her clothing to communicate with clients that she may not even know, and collect them near her, have a dialog with them, and if they dont buy today, they may buy via their mobile from inside the MobileMag another day. http://ninamaya.360fashion.net
Wow… so it does! Looks like I missed that feature 😛 Well done!
Blame Craiglist on destroying newspapers, they’ve taken all the classified ad money at paper’s expense.
It seems to me a generational shift is going on, my parents (I’m 50) still read the paper. I read the nytimes.com on-line and younger folks read blogs and e-books on their phones.
Yes phones as replacement readers are a cohort reality, but really smartphones like Android and iPhone handsets will be the future.
John R.
John,
What if you were looking for an apartment on Craigs list? So you opted in to get a sms MobileMag when someone posted the type of aparment you were looking for online? BING BING and you see a photo of the room and a brief description? You like it, you click to email back, you dont like it but it’s perfect for your friend, so you SMS it to her. You dont like it, you delete the content. Saves time and efforts of hunting online.
> BING BING and you see a photo of the
> room and a brief description?
While alright in itself, dunno what this has to do with magazines. If this is the kind of use you aim for, it’s nothing more than glorified MMS.
Hi John R.
I’ll be 56 this year but I still read two newspapers daily.
While I read a fair amount of web content (like Bob for example) I can’t imagine
giving up newspapers and magazines yet.
This is a good point. I am 25 and I still read every issue of Time Magazine and occasionally Businessweek…
However, I believe this behavior, and especially newspaper reading, is quickly becoming an outlier in the overall picture.
You can read something like a newspaper article on an iPhone or a Droid. You cannot read anything much beyond a weather report on a typical flip phone. I’ve tried, many times.
Screen size fail.
If you read with any speed at all, your eyes consume the content faster than you can scroll. It’s totally frustrating. I wish your friend luck, but the reality is, nobody wants to “read” through a toilet-paper tube.
J.Peterson,
I would love you to try out some of our mags such as the Nina Maya Magazine, or how about the Mobile Monday flyer. I think you will be surprised by the wow effect of having something simple in your moblie phone to read. We call it content snacking. You are not going to read a novel on the phone. But you may snack on something, and it may lead you to be interested and read more online, after the online experience, you may be motivated to pick up the magazine. That’s the 360Fashion methodology. Or you may be reading a magazine and see an add for a new cellphone to replace your old, crookidy one. You see the direct url, and the QR code, and you are motivated to download the product MobileMag flyer with the specs to your phone. You may be motivated after reading the specs to CLICK TO CALL and find out the closest place to buy it, or better yet go into a store and show them the flyer on the phone with the ID code, and quickly the clerk and look it up and tell you they have 5 in stock.
I think you WILL like to see and snacky read on your little poor phone. It’s all about simplicity. You know the flip camera philosophy: less is more.
Anna.net,
Are you going to jump on here and defend EVERY SINGLE point being made? …seriously?
It’s a good way to promote something, eh? Be involved with as much buzz as possible.
it turns me off…
She will if she’s smart … I think she will.
“Newspapers are folding, magazines are fading”?
The vast majority of people in the world have not noticed this and won’t (if at all) for a long time.
Bob. You ought to get out in the real world more.
It seems the dubious purpose of this “I,Cringely”, as with all the recent ones, is self promotion. In this case just to get that final link in.
You should change your name to “Self Promote” so that you could use the title “I Self Promote”.
Malcolm!
Wake up! Condenast shut down so many magazines this last year! AMICA Germany WENT BUST, and so many publishers are closing magazine and having them only online! Wake up! We must solve the paper problem!!!!
Sounds like it being solved.
Newspapers have always folded……magazines only fade if you leave them in the sun to long.
This is how I make my living. If you have a problem with that feel free to stop reading.
The difference between this and the iPad and the Kindle is that the man in the street has heard of the iPad and Kindle. If this can become trendy and grow some hype then its ease of use gives it a chance of success. I don’t fancy its chances though.
ps our system now does ipad too!
As usual with us techies we get carried away with the wrong argument. The question isn’t if magazines are fading or dying or whatever other headline grabs your attention.
Of all the geeky features on my cell phone the past few years I have used the rss reader the most I think. It works reliably and I can get loads of interesting stuff on it easily. It syncs when I am somewhere with a connection so it is free. And of course when you are on the road you don’t read a whole damn book, you read snippets and then think about them as the train bounces along or your flight is called to board.
I have tried ebooks and loved them. Used them mainly to save paper, ie for all those interesting pdfs or journals I used to print to read later. Different discussion really to do with screens, devices, etc.
My point is that as usual, we will consume content in loads of different ways. You can’t even really count how many RSS feeds people are reading with any degree of accuracy yet.
I tried the mobilemag link provided and yes, it works. But I can see a problem in the logic here. The user experience is not even as good as reading the paper version of the magazine. It has to be at least that good or better and here’s why. Yes, it’s an advantage that it’s done in Java so it can run on low end cell phones. However, the person who still has a low end cell phone is also someone who is the LEAST likely to want to read a magazine on their cell phone! They are the laggers, not the innovators. They have to be dragged into the technological future kicking and screaming. So what about those that have a fancy smartphone? They are expecting the user experience to be as good or more likely far better than the printed magazine and a Java app designed to run on low end cell phones is not going to provide that. What Apple will do with iPad (and iPhone) for publishers is give them a platform to provide a far BETTER experience than reading a paper magazine which is what is going to help them move the innovators and then the early majority over to the digital version of their publications.
By building this with Java and aiming for the low end, you are starting at the wrong end of the technology adoption curve.
The people that have regular cell phones are the ones that still buy old media. Except even those 94% still have computers. Either way, old media is screwed.
Sorry but my 49-year old eyes are not going to put up with reading content on a non-smartphone or a smart phone( I have a iPhone). If the San Jose Mercury is available for the iPad then that is the way I’m going. SJ Mercury could drop the monthly cost to $20-$25(no more buying of paper/publishing/distribution) AND improve it’s deliver time (I’m at work at 6:30am and the newspaper hasn’t hit my door step yet!)…. I will note that one of the reasons that I do get the paper is that my wife and I cut out coupons to our favorite local Italian res
For my money, only small, static (translation: fits nicely on a small screen) content like the quick weather overview from Yahoo! works.
I wish Ms. Anina success with her efforts.
Thanks Bob and Anina. Go to any place frequented by young people and what do you see? All of them with cell phones in hand, texting, keeping in touch with each other, planning their next activitiy. Most of them do not have big screens or high end smart phones. I find it amazing the big media firms can not perceive the nature and size of this market. Do they not spent any time with their teenage and college age kids?
There ARE ways for newspapers to use the Internet and work with the Internet, and make money from the experience. There are a small number of newspapers who have hired visionary webmasters and are doing great things. The cause of the many papers going under is simple and obvious — leadership.
While the Kindle and iPad are exciting products, I don’t think either Amazon or Apple really understand what they could really do with the products. Spend some serious time in a school or on a college campus, take some time to understand the different ways people process information and a few ideas may come to mind.
When there is a new technology, the best thing is to get into it, understand it, master it. THEN redesign your product or service to play well with it. When you visit a newspaper website and find no advertisements, or poorly implemented ads — that is a sign of a leadership team that does not have a clue.
Some folks blame craigslist as being part of the demise of newspapers. Think about this — why couldn’t a newspaper provide a free craigslist service to the community it serves? Why couldn’t the newspaper publish the current/daily contents of its service in the print edition? For car sales, why couldn’t the paper set up a website where dealers and sellers could list their inventory with all the important details? If you wanted to buy a Camry, you should be able to get a list of every Camry on sale in your community.
There are lots of ways to buy cars over the Internet. For our last 3 cars — we found one on eBay, one on Craigslist, and one by email. There is no way I could find or buy a car through the newspaper websites.
MOST NEWSPAPERS ARE CLUELESS.
Go Anina, GO.
Hey Cringely, any thoughts on IBM stops disclosing U.S. headcount data?
https://www.computerworld.com/s/article/9169678/IBM_stops_disclosing_U.S._headcount_data
“IBM is trying to convince the government to allocate funds and establish policies that would help increase the number of STEM (or science, technology, engineering and math) graduates in the U.S., and it’s also calling on Washington to raise the cap on H-1B visas, said Hira. “Yet at the same time,” he added, “IBM is actually decreasing its demand of that same labor.””
If the public truly knew the numbers and skill levels of the USA talent IBM has discarded — the congress would be forced to set IBM’s H-1B visa quota to zero.
But remember this same content can be read today on two billion devices throughout the world.
But it won’t be.
Wow, I have *zero* interest in reading anything on my phone. Looks like the publishing world is going to fail even faster and harder than they are already. They’re doing their damnedest to alienate those of us who do actually read.
I’d much rather have print, but when the rest of the newspapers and magazines fold and some of them are able to survive online, I’ll be reading (some of) them on my computer with a much larger display, not straining with a tiny screen. Portability does not trump all. And screw the iPhone — screen still isn’t big enough, you have to scroll and zoom constantly, and I *despise* touch screens. Not everyone has skinny pencil tips for fingers.
My cell phone is a phone. You know, for TALKING to people. And texting can bite me (again with the tiny screens and buttons).
Device manufacturers are too obsessed with serving the kiddy market and are ignoring the needs of older demographics, you know, the ones with the real money.
I did as you suggested Bob, and installed your blog thingie on my iPhone. I do have to say, it is pretty impressive and pretty seamless.
However, I don’t know if I agree with your analysis that the Kindle/iPad are playing catchup. As you indicated, this format can fit on 2 billion cell phones. However, just because it “can” doesn’t mean it “is” or “will”.
I’m curious how much traffic this company is actually getting. If small, it is hard to say if that is because she hasn’t had/done good PR, or if it is because, as others like to say, the screen is too small.
I know I didn’t really like reading the text that small, but then again, I’m surprised so many people read eBooks on their iPhone either.
One other point, this format didn’t work too well for me. I was hoping that when the iPhone was rotated to landscape mode, the text would have gotten bigger (as web pages do from Safari).
Anyway, I applaud this companies efforts. I will keep your blog as an icon on my home screen to see if I end up visiting it more often. Always possible I”m just not giving it a chance!
Joe
I wish every article in print had some sort of barcode that my phone’s camera could read so that I could scan it, then the phone (or my PC/e-Reader) could retrieve the article and I could read it later.
I might actually return to my local library if I could do this sort of “digital bookmarking” and read the articles at a later time.
My phone has a browser but no way to connect to pc. I found that I can go to the XML website on the pc to download the .js file code but when I go to the URL on my phone I get: “Request timed out. Gateway is not responding”.
I tried one of my powerpoint presentations with it by exporting each slide as a JPG and then loaded into the Mobile Mags thing. I worked a treat and I did it all in a few minutes. What’s more we tried it on all the phones in the office and amazing it worked. Very impressed.
Thank you Anina and Bob, I love about this article. It solved a major issue for me today! I have an event coming up and after reading this article I decided to create a mobilemag instead of the “evite”, “mail invitation” or a print flyer, which costs me a arm and a leg! This year is the year I have sworn to not spending on stuff that I could possibly do without! I was so amazed! This simple step by step process was easier than I could imagine, I quickly created my event information, online, so lucky my “fat fingers” were not typing the information on my cell keyboard, which seems to be what some of you are complaining about (you aren’t writing the content on your cells). People can RSVP instantly, they can buy their tickets instantly, they can locate the venue, and send it to friends instantly, through the magazine! This is amazing! Like nothing I have seen before. Thank you! My response it terrific!
Just checked out the Nina Maya magazine because wanted to see what it looked like on my phone. It is beautiful, but so are her clothes. I understand now how powerful this form of marketing is, I had never heard of Nina Maya before, I live in the USA, but oh my gosh I love her stuff. I want to buy three different things, and I can’t decide! This is great. There is no need for catalogs anymore, I mean what paper catalog can you buy directly from? Or call through to put a item on hold. This must be helping so many designers globally.
This sounds very promising, thanks for publicising it. A couple of points:
Traditional print/media have big expenses. These will have to be trimmed. They also have doddering, stuck-in-the-past editors and publishers, who will also have to be trimmed.
Reading the news on a small mobile phone screen will probably drive the news media farther into short, bite-sized pieces. More facts, less analysis?
Traditional advertisers pay big bucks for big glossy highly-detailed pictures. Designing campaigns for a plethora of screen sizes will take some new thinking. And it seems like payments will be very very small, in return for many many eyeballs. That means the strategies will probably coalesce around 2 models here:
1. Appeal to the elite, the ultra-rich and powerful, for very high-quality eyeballs, and higher per-eyeball ad prices
2. Appeal to everybody at fractional payments, and go with the biggest widest circulation
#2 would seem to favor traditional media brands — those who are nimble enough, and clever enough (are ANY of them???) to make this work. The New York Times, L’Express, BBC, and the like, will be able to drive readers of their websites to these anina subscriptions.
But #2 will also favor a few viral guys who get out there first and in front of the dinosaurs while the NY Times execs are arguing whether to charge $10 or $30 for a month’s subscription on the iPad.
When, not IF the next solar event comes, where will all the data go, and what of archeologists where shall the dig for all our non-printed ephemeral data and graphic records?
Speaking of good Journalism…on the web. This is what there doing.
https://www.thedailybeast.com/
The problem is not getting content on mobile phones, except for the WAP (mobile html) period, Content on the mobile has been possible for a long time and it can be a flashy application that runs on many phones (i.e. 94%).
The problem is how to pay for that content. That is wat the iPad solves by having the content locked in behing a paywall that is called the appstore.
That is why the publishers are happy with the iPad and probably later also make the jump the iPhone.
I am still waiting for a micropayment system better then reverse charged sms, which is too clunky and the operators take over 50%.
Yeah, sure, 2 billion people have cell phones. But 4.8 billion people have access to an even more trusted technology with a huge display, infinite battery life, and accessiblilty everywhere. They’re called books. (The other 1.2 billion people are illiterate)
Ouch. That’s completely off-base. The reason we’re all so into the mere possibility of the iPad/Kindle being a platform for supplanting print media is because they show enough of the content in one interaction (click/drag/whatever) and they’re pretty. What you’re shilling isn’t pretty… at all. Except for Anina, of course. And I sure as heck would never want to do serious reading on a 1.5″ screen.
I’ll opt for the “expensive” solution because it’s ergonomically correct.
@Mark : very good point
Daniel
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You can read a Mobile Magazine where you don’t even have mobile phone service, like in a tunnel or on a plane!cheap VPS
If you have an iPhone you can mount your magazine right on the desktop with your other apps, completely bypassing both iTunes and the App Store.
Use your phone to read the Mobile Magazine version of this column
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like this i’ll be able to read mobile magazines
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Reading newspapers and magazine in mobile is right choice when you are mobile.But a regular reader would get pleasure from reading it through papers.
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This is an interesting idea, but what kind of sustainable competitive advantage is she gaining over those like apple and amazon who she competes with? They can simply just adopt a similar system and control that market with little to no effort.
This is an interesting solution to the problem. Anina has a long road ahead of her if she wants to compete with the monsters of the industry though.
ho
sorgulama, hesaplama844
good post good subject thanks for this site’s admins :=))1055
Amazing details. I’ve bookmarked this website.
Greetings, it is very interesting and a good solution, but it would be good anina continue to update without making much noise so as not to arouse interest in the giant
Thanks for the post
interesting writeup, i’ve got to mention this to a friend of mine
Thank you for everything
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