“Fear is the path to the Dark Side. Fear leads to anger. Anger leads to hate.
Hate leads to suffering.” Yoda, Star Wars Episode 1, The Phantom Menace
About a week ago, iPad magazine art director David Hicks tweeted this…
Cannot bear people who are cynical about various publishers going digital. ie: on to mobile & tablet. Get used to it. Its not going away.
— David Hicks (@david_hicks) July 5, 2013
The cynicism that swirls around digital magazines is a mask for a fear of change, terror of new platforms that we don’t really understand and horror at the loss of businesses that we knew inside out. When you’re working in a business losing revenue from it’s print portfolio and struggling to catch up on digital, that fear is very real.
It’s easy to be dismissive of digital magazines. There are more questions than answers, more catchphrases than cash. The next big bandwagon has come and gone so many times that it seems smarter to sit and wait than jump on just to get dumped off.
But doing nothing isn’t an option. Like David says, digital isn’t going away. You need to get a strategy that will take you beyond print, beyond websites and email newsletters. You need to figure out how to publish your magazine content across all the platforms that matter to your audience, and that increasingly means mobile and tablets.
Right now this might feel like too much, that by thinking too far into a future that isn’t set you risk screwing up the present. But if you don’t start on you’re digital magazine strategy now, you’re going nowhere. Listen to Yoda:
“Train yourself to let go… of everything you fear to lose.”