In the first part of the series ‘Taking a Stand on Digital Newsstands’ I suggested that there are implementation and promotional issues related to digital newsstand efforts. The drawbacks that were discussed included: discoverability, attracting readers, business models, and fragmentation.
In the second part of the series I am going to look at a few more oversights that purge the air out of the digital newsstand balloon.
Digital and mobile technologies are pushing the envelope for reader engagement and consumption. A number of our periodical clients lean on us for advice with regards to their digital and/or mobile strategy. One of the most common questions we are asked, because the Jones’ are doing it, is ‘How do I get my publication into Newsstand?’
The initial response, somewhat apologetically, is “Which one and why?” You would think that a company whose focus is to help publishers and marketers generate new readership, increase brand engagement, and drive digital growth would be supportive of newsstand(s). But, we aren’t. At least not from the perspective of the ‘Field of Dreams – If you build it’ principle. There are glaring issues with the digital newsstand offerings. We’ll explain those issues below.