When WIRED rolled out its first iPad edition, the publisher sold more than 100,000 copies. Everyone proclaimed the arrival of the electronic magazine at last.
Vanity Fair, GQ and Glamour also enjoyed healthy rollouts, though nothing near the WIRED debut.
But after initial success, iPad magazines are suddenly taking a dive. WIRED sales of subsequent editions have tanked to 22,000 and 23,000 for October and November, respectively. Other magazines have seen approximate 20% drops. Specifically, Vanity Fair dropped from 10,500 to 8,700 downloads; GQ from 13,000 to 11,000; Glamour from 4,301 to 2,775.
If iPad and electronic magazines are to gradually replace print, they’ve got to grow circulations, not shrink them. And they’ve got to at least do better than my Twitter feed.
Electronic magazine sales in general, and iPad sales in particular, will fail under the existing model.