Canadian Magazine Industry News
6 December 2010,     TORONTO
Magazine world at forefront of going digital, says Rogers rep at Tablife TO
Rogers Digital Media senior vice president and general manager Claude Galipeau said the magazine world is at the forefront of becoming digitized at the recent Tablife TO conference.

TabLife TO media panelists (left to right): MC Marc Saltzman, Rogers Digital Media senior vice president and general manager Claude Galipeau, Zinio vice president client services Stephanie Jackson, Institute for the Future of the Book co-director Bob Stein and National Post technology writer Matt Hartley

The half-day event, held at Rogers headquarters in Toronto, focused on the tablet and how it is changing the media, business and general lifestyle landscape of Canadians.

Director of Deloitte Canada Research Duncan Stewart presented his company’s Technology, Media and Telecommunications (TMT) 2011 predictions for the future of the tablet. He said Deloitte Canada predicts the tablet market will be worth $40 billion by 2014, with between four and six major operating systems. Apple, which he said has a 75% share in the market in 2011, will hold only 40% by 2014 as competitors enter the fray.

A panel on ‘Tablets and the Media’, which included Galipeau, Institute for the Future of the Book co-director Bob Stein, National Post technology writer Matt Hartley and Zinio vice president client services Stephanie Jackson discussed the role the devices play in the changing media landscape.

The great thing about digital, said Stein, is it is a movement back to social – a notion which was lost when print was invented and consuming media became a more solitary act. “People will be paying to be part of the community,” he said. “Not just paying for the media.”

Galipeau said Rogers has found in its research with the iPad that most users consume content on it in the evenings rather than during the day. “We are interested in following audiences across the different parts of the day and converting that information into dollars,” he said.

With the launch of the first Rogers iPad application for company-owned channel Citytv, Galipeau said users reported a unique problem – not enough advertising. “Customers complained they were seeing the same advertisement too many times,” he said. “We need to have the advertising creative to be able to make money on the applications.”

Publishers shouldn’t feel the need to go digital if they don’t have a passion for it though, said Stein. “It’s ok if you don’t want to go digital,” he said. “If your backlist is important enough someone will buy it from you.”

— Val Maloney
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