In the magazine industry, iPad and other digital versions of the prices have been much lower than the print version, with the purpose of cultivating readers ‘. However, with declining magazine advertising revenue, publishers began to consider relying on income-generating exclusive content, magazine publishers on Digital Edition price, Digital Edition price is printed twice times.
United States owned by publishing giant Hearst fashion magazine Cosmo, adjust the pricing policy in the near future. Readers who subscribe to the printed version of the first year, spend $ 10, but the iPad version of the price, it was $ 19.9.
The Wall Street Journal pointed out that Cosmo this price, will give readers are deeply confused. Some magazine publishers, is deviated from the traditional, improve the pricing of digital editions.
Three-fourths revenue share of advertising in the magazine industry, with advertising falling, publishers want for tablet computers, smart phones, digital the new sources of revenue, the first initiative, is to change just one year less than 10 dollars cheaper policies.
Cosmo Publisher David Carey, Chief Executive of Hearst magazines, facing the magazine industry an opportunity to reduce advertiser relies on, more from readers who generate income. Hearst Executive Vice President John Loughlin said simply, want $ 6, 7, 8, 9 hard copy price history (shift to higher priced digital version).
On the excavation of digital resources, Hearst is not exclusive. Popular Science is published, the Field&Stream and other Bonnier Corporation magazines iPad editions priced higher than paper. In addition, United Kingdom the Economist magazine has announced price increases, paper and Digital Edition bundle pricing, has jumped from $ 127 to $ 160.
In the past 12 months, the Vogue, the New Yorker magazine has also increased the paper, digital version of bundled pricing. For the reader, the past can receive a free digital version, but now need to pay for the digital version. Such as the New Yorker recently launch a bundled product, paper and digital versions for a total price of us $ 99 per year, and separate digital or paper, price is $ 69. Two years ago, when the digital version is not yet online, hard copy of the New Yorker, priced only $ 39 per year.
Bob Sauerberg, President of another Publisher Cond é Nast said that although digital editions in price, but chooses to increase the hard copy of the Subscribers subscribe to the Digital Edition, an increase of one-fourth. At present, the company has 500,000 pure Digital Edition subscribers, and subscribe to the paper and digital versions of hybrid compared with 1.5 million subscribers.
The senior expressed, throughout the magazine industry is in transition, they hope to get more revenue from readers, through higher prices, magazine want to redefine your own readership.