Should the iPad be in Your Channel Mix?
Or, you might already be in it and not even know it yet …
The iPad launch has been manna to procrastinators everywhere, between all those endearing toddler/house pet and iPad videos, the countless tweets and retweets, and a guaranteed handful of daily news articles and blog posts (add this one to the count). Beyond a source for personal amusement, the iPad has turned out to be a surprising gift to the marketing community. I’ll get to that later, but let’s start with a dose of reality.
It’s imperfect. It’s no secret, the iPad is flawed. It’s expensive, it’s awkward to hold, it’s heavy and its most compelling feature — streaming videos — limps along or not at all when you try to use it out of Wi-Fi range. And let’s not even get started on the lack of Flash support. But despite all its faults, it's a device worth paying attention to.
Does the iPad change everything? At the recent “All Things D” conference, Steve Jobs described the iPad as a revolutionary device that's nothing short of "magical," while Steve Ballmer countered at the same event that the device is “just another PC.” In a way, Ballmer’s right. The iPad is “just another PC” in that it, too, is a container — a vehicle for content delivery. But how that content experience comes to life is raising the bar and making us rethink existing paradigms.
Blurring the lines. Until now, the idea of “lean-forward” versus “lean-back” media consumption has been a useful shorthand to delineate the active, more engaged nature of internet usage versus the laid-back, take-it-in mode of watching TV. However, this framework doesn’t neatly apply to the iPad. Steve Jobs alludes to this key difference when he describes a more “direct and intimate” nature of media consumption, and that with the iPad “it’s like some intermediate thing has been removed and stripped away.”
Spectacipation. You heard it here first. What the iPad offers is an experience that resides between that of spectator and participant. The perfect example is a well executed magazine on the iPad. Among the early crop of iPad-enabled publications, Wired stands out. First of all, the issue loads in its entirety locally, and is accessible even when you’re not online. You can be lazily flipping through the latest issue much as you would the print version. As you’re reading an article, you can effortlessly listen to a related audio clip or view a video montage with a tap of your finger.
It’s not about the apps. If you’re a marketer, it’s not iPad apps you should be thinking about; it’s the iPad-enabled magazines and newspapers. With the iPad, and unlike the iPhone, you have a way to fast-track your presence through these publishers. In addition to Wired, other iPad-enabled monthly titles include Men’s Health, Popular Science, Vanity Fair and Time, with many more publishers planning their debut over the next few months.
If you advertise in print, chances are — whether you know it or not — you’re heading to the iPad. Take advantage of the opportunity; instead of merely embedding your 15-second ad, think about the “ideal” experience. Make it entertaining, make it fun, make it unexpected. In short, make it worth the reader’s effort to shift from spectator to participatory mode.
Should the iPad be in your channel mix? Likely, it already is.