Medium Magazine’s Premier Launch Party: Message Is The Medium

Medium Magazine’s Premier Launch PartyLast night Medium Magazine, Canada’s first fashion and beauty based interactive digital tablet magazine, hosted an exclusive party for their launch at the Thomas Landry Gallery in Toronto’s historic Distillery District.  Fashion and beauty enthusiasts, bloggers, the techno-savvy and media gathered to celebrate and learn all about the newest adjunct to the style and beauty community.

“Medium [Magazine] is a marriage of editorial content and interactivity incorporating video, social media elements and tap-and-play features,” said editor, Chenessa Lam. “The tablet showcases imagery which jumps off a page and comes to life, allowing us to connect with our readers on a new level.”

iPad Infographic

YUDU Media iPad Demographic Infographic - Click to Enlarge -

Printed books, newspapers, and magazines are going the way of vinyl and CDs, replaced by electronic versions sold on iTunes.  Great news for nomads such as myself who don’t like lugging their CD and book collections with them everywhere they go and don’t like paying high prices for their music and publications.

US iPad sales were at around 8.5 million in 2010 and projected to hit 19.4 million and 30.1 million in 2011 and 2012 respectively (ETC New Media Trend Watch).  Great stats for publishers who have begun investing in iPad versions of their books, newspapers, and magazines.  An even better sell to fashion and luxury product advertisers when you consider that iPad and tablet ownership is significantly higher among affluent adults.  Among survey respondents with household income of at least $75,000, tablet penetration was 9%, compared to 5% among those making $50,000 to $74,999 and just 2% among the lowest-income group ($30,000 or less)eMarketer December 2010.  iPad owners have money to burn.  Click on the YUDU Media Infographic for additional iPad stats.

That being said, if you’re going to launch an iPad magazine please make sure that your website offers the same level of content and functionality as your iPad publication.  For the moment, the number of people who get their fashion content online do so primarily from a laptop or desktop.  With the advanced features we’ll be seeing in Windows 8 and Apple’s OS X Lion, the PC interface will start looking and feeling a lot more like a tablet.  Why limit your reach be catering solely to the iPad/tablet users guys?  Forget the iPhone and work on making your website look more like your cool iPad magazine.  That way us guys and girls who don’t own an iPad can join in on the fun.

Medium Magazine is available for free download on iTunes and can be viewed with the iPad. Readers can also stay up-to-date on fashion, lifestyle, and beauty information in between issues online at Medium Magazine is a digital production developed by Oddly Studios Inc.  For photos of the launch please visit the It’s All Style To Me Facebook Page.

Medium Magazine’s Premier Launch PartyMedium Magazine’s Premier Launch PartyMedium Magazine’s Premier Launch PartyMedium_MayJune


3 Responses to Medium Magazine’s Premier Launch Party: Message Is The Medium

  1. Tim Willison says:

    Hi Spiro! It’s Tim, producer at Medium.
    Thanks very much for coming out to our event, I’m glad you enjoyed it.
    This is a great article, very well researched and matches our observations as well. The iPad is following closely in the model that the iPod did, when it was most rapidly adopted by people with incomes in excess of 100K and some level of post-secondary education (information presented by Konami at GDC).

    I’m also personally pleased that you raised the topic of web-content compared to tablet content. This has been the center for a lot of debate, particularly for brands. Brands always struggle to find the right level of control in their messaging, to present themselves how they wish to be seen versus letting go to promote viral spread.

    In the tablet, brands have a unique opportunity to exert higher control of their messaging, while concurrently allowing reader contribution through their corresponding web presence. The tablet tells their story in interesting ways, and readers use the desktop to contribute and comment about it.

    It can be a very rewarding integration. That said, the web portion walks a fine line between speed and production values. As an example, we’ve observed that during event coverage videos that are prepped and get online by 8am the following morning will consistently receive 300% more views than those posted even two hours later. This is likely caused by people looking for content before work, but this expands to impact in terms of linking and subsequent search engine ranking. Over time, the 2 hour difference will have a massive impact on results.

    I fully agree with your observation. Labels that disregard their web presence for the shiny new tablet form do so at their peril. The tablet is a complement, not a replacement.

    Again, many thanks. Great article.
    (I also appreciate that take on Marshal McLuhan your title, a great man indeed)


  2. Hi Tim, thanks for the reply to the post! My opinion is that the iPad app should aim to replace a publisher’s hard copy publication or be there in lieu of a hard copy, rather than replacing the website. The website and iPad should definitely compliment each other in the ways you’ve described. Leveraging the time-to-market features of the web is so important in the fashion industry. I try to get fashion show and event posts out in 24-48 hours or scrap the piece altogether.

    The functionality in your iPad publication is so cool that I want to experience the interactive technology via your website too. Windows 8 and OS X Lion’s full screen functionality and ‘touch gesturing’ may help with that. By the way, if you guys have an swf or quicktime video demo of the app I would like to post it on the Facebook Page and embed the video in this post. Let me know.


  3. Tim Willison says:

    I see what you mean!
    We use simulators on the desktop during the development of our apps for tablet. I think touch gestures can work with a mouse, but multi-touch is still very hard to simulate outside of the actual touch device. However, we’re starting to see touch screens for desktop, and there are multi-touch trackpads, so we might not be all that far off from the dream of having that content everywhere. Seems like a natural progression doesn’t it?

    Even right now people are doing interesting things with using the iPad as an input device to control desktop applications.
    I’m dying to see this kind of input become more common.


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