Will Teens Step Up To The 'Digital Storefront'?

By now you’ve heard the big announcement out of magazine publishing that Condé Nast, Hearst, Meredith, Time and News Corp are opening a “digital storefront.”  That is, an online hub for magazines (think iTunes or a non-free-Hulu) where readers can pick and choose publications from any of the above publishers to read on their *ahem* “portable digital device” of choice be it e-reader, iPhone or any of the soon-to-be-released tablet options (including the recently unveiled Skiff device/software from Hearst). John Squires, the venture’s interim managing director explains in a statement, “Once purchased, this content will be ‘unlocked’ for consumers to enjoy anywhere, anytime, on any platform.”

In the official press release, the companies say their goal is to offer this multi-platform experience while still maintaining the “distinctive look and feel” of each publication. Of course, the big question on our minds is “What does this mean for teen mags?” With both Hearst (Seventeen) and Condé Nast (Teen Vogue) involved, aka the remaining stalwarts of the teen print biz, the answer could be gamechanging. It could mark the moment where the mags, that have already thus far done a solid job adapting, fully evolve their methods to best connect with modern teen readers. It could be the turning point for magazines and the reversal of the deathwatch. It could also… fall flat.

For now, with only so many details available, all we can do is speculate. Let’s start with the positive. In the gamechanging scenario I see these rival mags using their combined megawatt creative energy to apply the ingenuity recently channeled into mobile apps like the Teen Vogue Haute Spot and Seventeen’s Fashion Finder into the digital iterations (and maybe bringing new life to the digital-only pubs like CosmoGirl). For advertisers, this would mean offering branded experiences with real value (exclusive offers, digital coupons, etc). For the editorial side, a multimedia reading experience, with an emphasis on interactivity and community-building around the topics that teens care about. Make it easy to comment, “like” and share (via email, Facebook, Digg, what have you).

Unfortunately, this is where the positive train of thought hits a road bump. Isn’t that description beginning to sound a lot like a well-designed website for a magazine? In which case, how will the two really stack up? How flexible wlll the “tablet format” be for sharing and manipulating content? What will make the difference between free online content and the digitally recreated mag with a price tag attached? It’s the same old challenge with a new mobile twist.

And about that mobility… I’m just not convinced that the average teen mag subscriber is there yet with e-reading.  Regardless of whether the device is specialized (side note: that overly twee Kindle ad with the girl e-reading on a bicycle? NOT the way to get them there any faster). My sense is that for now they’re still sticking with the good old fashioned “anywhere, anytime” platform known as the one-ounce magazine.

Meanwhile, we’ll keep watching for more developments. Skepticism aside, we’re always rooting for innovation and this type of collaborative experimentation could very well bring just that.

Sorta Related
Nylon Dumps Paper Subscribers [Chic and Charming ran this post back in April after Nylon switched its paper subscribers over to digital editions. It’s definitely worth a read for a rundown of some specific challenges mags might meet down this digital path]

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