The tablet experience for most magazines means that elegant designs and rich content are undermined by static 96-page PDFs that can take anywhere from a few minutes to over an hour to download. The last time I checked, no one wants to download an entire website to get one page. So why do publishers still make readers download an entire magazine? And why do they insist on delivering their content in 30-day packages that are often written months in advance? In our Twitter-speed world, magazine content can sometimes feel like it’s from another planet.
And that’s the core problem. Tablet readers expect the best of both worlds. They want real-time content and Web-like interactivity within a user-friendly brand experience that “feels” like the same brand found on the Web and in print. This tablet-ization is signaling an industry overhaul, especially given the recent news regarding tablet’s soaring usage: The share of website traffic from tablets grew more than 300 percent in the past year.