Online Publishers: iPad, E-Readers Will Have ‘Absolutely No’ Impact in 2010

CC-licensed. Thanks to Rego on Flickr.

Traditional publishers may be feeling the heat to develop iPad apps and versions of their pubs, but online publishing execs are adopting a wait-and-let’s-see 2.0 attitude.

The Association of Online publishers polled its 1,500 members, finding them optimistic for 2010 — but not about e-readers or iPads. Half of the respondents predicted strong growth of 10%+, mainly from display ads and an uptick in video, with a number of smaller revenue streams adding to the bottom line.

When asked about the impact of e-readers and tablets in 2010, that sunny outlook was a bit scarce.

Here’s what they said in video interviews:

—Mail Online MD James Bromley: “These are still really really embryonic devices that are great and fantastic, and I want to be at the top of the queue to buy one and play with it. But we’re talking about a very, very narrow subsection of society that will have these in 2010. This is the time that we learn about these devices – ‘11, ‘12, ‘13 is when these might become slightly more mainstream.”

—Conde Nast Digital UK manager Emanuela Pignataro: “E-readers will be the novelty of 2010. I don’t think it is a short-term adoption – it will take years.”

—Thomson Reuters consumer GM Tim Faircliff: “I don’t think we’re quite there yet.”

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—Incisive Media digital manager John Barnes: “The issue with tablets is, they’re not really servicing the needs of color, with graphics and diagrams – it’s a bit like version one of the iPod.”

Via Paid Content, thanks @kevglobal

6 comments »

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Nicole Martinelli is a San Francisco native who has lived in Milan and Florence, Italy. She's written for Wired.com, The New York Times and Newsweek. You can find her on Twitter , Facebook and Google+.

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Tom
Who said “absolutely no” impact?
Sounds like claim chowder, to be revisited come New Years Eve.
They’re being dumb though – they’re thinking that just because the userbase of iPads won’t be big (remember that iPhone userbase, using ebook readers is bigger than the Kindle userbase!)) that this doesn’t mean much.
That smaller first in, early adopter userbase, is a very influential crowd.
Within weeks to the first major player getting to market, the pressure to compete will be like a gun to the head of some of these publishers. Seem’s they’re still in externally expressed denial. But theyr’e going to look out of date, and behind the times, rather quick.
Mezzrow
Publishing (and bookselling, for that matter) is a notoriously hidebound business. They were exactly the same way when online bookselling (Amazon) suddenly appeared–they considered it a novelty that had nothing to do with their business.
Ictus75
They should all look at the record industry and how the people there decided to ignore digital music, which was akin to shooting themselves. I don’t think this will start slowly because there are already millions of ipod/iphone (and other devices) users who are used to a digital lifestyle and ready for this. The ipad won’t be a “novelty” as so many of the kids today only know digital.
Chapps
The publishers are doing everything in their power to slow this digital train down. They’ve watched the slow death of the traditional music industry and they have now pooped in their collective pants.
A lot of their comments are pure denial, but they’re somewhat self-fulfilling, since these guys are working behind the scenes to put roadblocks in place around e-publishing.
Agree with Mezzrow – you’ll never see a more traditional, always-done-it-this-way business than publishing. These people are *barely* aware of the Internet, aside from that pesky site called Amazon.
Watch them get completely destroyed by the coming tidal wave. That wave, by the way, is already starting and will really pick up steam in 2011. I have no pity for these folks – OK, perhaps a little more pity than the people in the recording industry (yech!).
porkchop1234
With only a few sentences the publishing industry has demonstrated how stupid the CEO’s that run them are. Digital print is here and its here to stay. Whether they like it or not they can no longer hold the public hostage to overpriced off the shelf books and magazines. The music industry lost that battle, Hollywood movie studios are currently losing it, and the publishing industry is next. Time everyone woke up and smelled the coffee.
Plummer
Print publishers are in denial. Kinda like how music industry was in denial when iTunes Music Store first came out.