23 May 2011 | Author: N. Hamilton Media copywriter
According to Brand Republic, less than half of 93 national newspapers and lifestyle publications have a mobile-optimised website, even though a third of British titles have an iPhone app.
And it seems some British publishers are more geared for mobile than others, as Brand Republic reported only seven of 25 national daily and Sunday newspapers have a mobile website (28 per cent) compared to 36 of 61 lifestyle magazines (60 per cent).
But the news makes for particularly interesting reading given The New York Times has reported that mobile sites and apps are big news for lifestyle publishers stateside.
According to the NYT, the Barnes & Noble Nook Color e-reader has surprised publishers across the pond by raking in sales of women's magazines and fashion weeklies that rival - if not better - comparative iPad sales.
In fact, analysts told the NYT that mobile women's publications - and lifestyle magazines in particular - could prove increasingly profitable, especially as women are more likely to own e-readers and purchase titles frequently than their male counterparts.
Over 1.5 million women's lifestyle magazine subscriptions and single-issue copies have been sold to Nook users since November - a figure expected to rival sales made through Apple's iPad and Amazon's Kindle.
Rodale publishing told the newspaper it garnered five times the number of paid subscriptions on the Nook than seen in single-issue iPad sales.
Publishers also told the NYT that female audiences weren't too impressed with the bells and whistles of tablet and e-reader publications. While male audiences are more likely to appreciate animation, live video and audio, female readers tend to be more responsive to "a straightforward version of their favourite magazine where the benefit is portability."
Blighty's publishers lag behind US counterparts for going digital
They may be dabbling with apps and paywalls, but most of Blighty's national newspapers and lifestyle magazines lack dedicated mobile sites.According to Brand Republic, less than half of 93 national newspapers and lifestyle publications have a mobile-optimised website, even though a third of British titles have an iPhone app.
And it seems some British publishers are more geared for mobile than others, as Brand Republic reported only seven of 25 national daily and Sunday newspapers have a mobile website (28 per cent) compared to 36 of 61 lifestyle magazines (60 per cent).
But the news makes for particularly interesting reading given The New York Times has reported that mobile sites and apps are big news for lifestyle publishers stateside.
According to the NYT, the Barnes & Noble Nook Color e-reader has surprised publishers across the pond by raking in sales of women's magazines and fashion weeklies that rival - if not better - comparative iPad sales.
In fact, analysts told the NYT that mobile women's publications - and lifestyle magazines in particular - could prove increasingly profitable, especially as women are more likely to own e-readers and purchase titles frequently than their male counterparts.
Over 1.5 million women's lifestyle magazine subscriptions and single-issue copies have been sold to Nook users since November - a figure expected to rival sales made through Apple's iPad and Amazon's Kindle.
Rodale publishing told the newspaper it garnered five times the number of paid subscriptions on the Nook than seen in single-issue iPad sales.
Publishers also told the NYT that female audiences weren't too impressed with the bells and whistles of tablet and e-reader publications. While male audiences are more likely to appreciate animation, live video and audio, female readers tend to be more responsive to "a straightforward version of their favourite magazine where the benefit is portability."
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