E-readers could save newspapers
American print publishers are eagerly awaiting the new e-reader from Plastic Logic.
America is finally catching up. At least that's what the media professionals in the publishing houses who are dedicated to the future of the industry, i.e. who are involved in the development of new technologies such as the e-paper, are saying. Because although the American industry is about three years behind the Europeans in this respect, there is something to celebrate: the launch of a new e-paper platform from Plastic Logic, which will be officially launched in January.
The product is particularly interesting for the newspaper and magazine business because, with its dimensions of 21.5 × 28 centimetres, it comes relatively close to today's paper products. The previous forerunners in so-called e-readers are the Sony product of the same name and the Kindle from Amazon.com, which are not even half the size because they were tailored to the book format from the outset. Amazon does offer a total of 20 American newspapers, from the New York Times and the Wall Street Journal to the regional newspaper Denver Post, for downloading onto the Kindle. However, the format is not exactly newspaper-friendly with its small screen, which can only display a small amount of content, let alone advertisements. "E-readers have the potential to provide a widespread distribution mechanism that is not only environmentally friendly, but also a way to make money from content," says former publisher and current industry consultant Rebecca McPheters. "The previous models have worked well for the book business, but far less well for newspapers."
In fact, the e-paper has the important advantage for publishers that readers pay for the content. A subscription to the New York Times, for example, costs 15 dollars a month on Amazon.com. Although this is significantly less than the 40 dollars for the print product, it is still clearly more than the free website. In addition, newspapers can save up to 50 percent of their previous costs for paper, production and delivery by distributing the e-paper. The Plastic-Logic product, which at 370 grams weighs less than a newspaper, was originally intended as an electronic reading tool for business documents, but quickly mutated into a beacon of hope for the beleaguered newspaper industry due to the high demand. The screen is currently still in black and white, but in a few years it should be able to show colors and even be rolled up like a newspaper. The content is constantly updated via a wireless Internet connection. It will also be possible to read international publications.
"The e-paper combines the advantages of print and the Internet," says Vin Crosbie, communications professor at Syracuse University. The new technology is easier to read and displays graphics better than a computer screen - just like a print product. At the same time, it enables interactive advertising - the great advantage of the Internet. The new technology therefore benefits advertisers in particular: they learn more about their readers. The format makes it clear which readers actually read which articles and advertisers can target specific demographics more effectively.
It is expected that all major publishers will be on board for the launch of the plastic-logic reader. Hearst and Time Inc. are already distributing their magazines via Kindle. The men's magazine Esquire also flew the flag in October by publishing the cover of part of its print run as an e-paper, i.e. a flexible plastic screen.
If the e-paper becomes established on the mass market, Vin Crosbie believes this will have an impact on journalism. "There will be shorter texts, more photos and videos, and reporters will have to adapt to this," he says. However, he believes that the short form is not only popular because the format is more convenient for readers. "People also have a shorter attention span these days."
Gerti Schön
The product is particularly interesting for the newspaper and magazine business because, with its dimensions of 21.5 × 28 centimetres, it comes relatively close to today's paper products. The previous forerunners in so-called e-readers are the Sony product of the same name and the Kindle from Amazon.com, which are not even half the size because they were tailored to the book format from the outset. Amazon does offer a total of 20 American newspapers, from the New York Times and the Wall Street Journal to the regional newspaper Denver Post, for downloading onto the Kindle. However, the format is not exactly newspaper-friendly with its small screen, which can only display a small amount of content, let alone advertisements. "E-readers have the potential to provide a widespread distribution mechanism that is not only environmentally friendly, but also a way to make money from content," says former publisher and current industry consultant Rebecca McPheters. "The previous models have worked well for the book business, but far less well for newspapers."
In fact, the e-paper has the important advantage for publishers that readers pay for the content. A subscription to the New York Times, for example, costs 15 dollars a month on Amazon.com. Although this is significantly less than the 40 dollars for the print product, it is still clearly more than the free website. In addition, newspapers can save up to 50 percent of their previous costs for paper, production and delivery by distributing the e-paper. The Plastic-Logic product, which at 370 grams weighs less than a newspaper, was originally intended as an electronic reading tool for business documents, but quickly mutated into a beacon of hope for the beleaguered newspaper industry due to the high demand. The screen is currently still in black and white, but in a few years it should be able to show colors and even be rolled up like a newspaper. The content is constantly updated via a wireless Internet connection. It will also be possible to read international publications.
"The e-paper combines the advantages of print and the Internet," says Vin Crosbie, communications professor at Syracuse University. The new technology is easier to read and displays graphics better than a computer screen - just like a print product. At the same time, it enables interactive advertising - the great advantage of the Internet. The new technology therefore benefits advertisers in particular: they learn more about their readers. The format makes it clear which readers actually read which articles and advertisers can target specific demographics more effectively.
It is expected that all major publishers will be on board for the launch of the plastic-logic reader. Hearst and Time Inc. are already distributing their magazines via Kindle. The men's magazine Esquire also flew the flag in October by publishing the cover of part of its print run as an e-paper, i.e. a flexible plastic screen.
If the e-paper becomes established on the mass market, Vin Crosbie believes this will have an impact on journalism. "There will be shorter texts, more photos and videos, and reporters will have to adapt to this," he says. However, he believes that the short form is not only popular because the format is more convenient for readers. "People also have a shorter attention span these days."
Gerti Schön
Promising technology: In contrast to free websites, newspaper publishers can earn money by delivering content on e-readers.
