Digital Publishing Makes Magazines Greener

TECHNOLOGY INSIDER

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Digital Publishing Makes Magazines Greener! By David Whitehead

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ecause every publication I have ever been associated with was produced with computers, I have spent my entire career wondering if we would always be publishing with ink and paper. Unlike most publishing professionals of my generation, I was never bonded to the idea of chewing up pulp. Although I have no timeframes in mind for going totally digital with Business Insider Magazine, I could end up making this decision before I retire with the last of the baby boomers. “We’ll do print as long as it makes sense” is the mantra espoused by many in today’s publishing industry. For many, it’s no longer about if but when digital will become dominant over traditional print. Five months prior to this writing, we began phasing out our online .pdf edition of Business Insider Magazine in favor of the high-resolution Adobe Flash digital format. So far, we have cultivated additional online readers equal to about 15 percent of our print distribution, and this total continues to increase over time. This impressed me because current platforms for “flip-page” magazines require readers to navigate and zoom through vertically designed magazine pages on their horizontal computer screens. Despite this and other limitations in using conventional computers as portable reading devices, a core segment of computer users are choosing to read digital publications. In fact, some publishers are producing horizontally designed versions of their print publications for easy viewing on conventional computer display screens. And this is just the beginning. Print Publishers Largely Divided on the Impact of Digital Publishing I recently participated in an online discussion with publishing professionals from around the United States on their experiences with digital publishing. The general consensus is digital will play a significant role in our future, but how much impact it will have or if it will at some point eliminate print is hotly debated. First, even though significant reader gains have been made because these readers are coming from the World Wide Web it is difficult to qualify them to know if they are relevant to a particular publication’s print display advertisers. In fact, the “paper defenders” point out there is no collected data indicating print advertisers will buy more because a publication is available online as a digital flipmagazine. I personally take this observation with a grain of salt because print publishers made similar justifications for ignoring the impact of the Internet. They were stunned when entire classes of traditional display advertising migrated online and stayed there.  S o u t h B a y B u s i n e ss I n s i d e r M a g a z i n e

Forward-thinking publishers understand the obvious potential for this technology to catch on in a big way. There are also premium publication platforms that do track the full range of reader statistics. ZMags, a Boston-based company, asserts that publishers are using their advanced platform to qualify readers, earn revenue and know the cost/revenue ratios of the digital magazines in relation to the numbers of online readers. The Next Technology Wave Poised to Rock Print Publishing What’s further troubled traditional publishers already coping with the worst crisis to hit our industry in decades is a new technology that could make digital formats the dominant publication media in the not-too-distant future. A new gadget hit technology consumers with a whisper while creating lively debate in the print publishing community. It’s an e-book reader called the Amazon Kindle. Marketed by Amazon.com, this device at first glance looks like a simple gizmo donning a small vertical screen with a typing keypad below it and a few simple navigation buttons on the sides. I’ve seen flashier calculators, but like the unassuming iPod, this device packs tremendous power that will undoubtedly have a transformative impact on print publishers. What has drawn the ire of our industry paper pushers is its screen technology. Rather than using a traditional Liquid Crystal Display (LCD) screen, it uses a new electrophoretic technology delivering print-sharp screen resolution that does not require battery-consuming backlighting. Conventional LCD screens are assembled mostly by hand through an expensive bulk manufacturing process that must be conducted in a sterile environment. In fact, the limitations of LCD technology have somewhat stymied the evolution of personal computers and other electronic devices. At least it has until now. The newer generation screen displays will roll off the production lines with a process similar to printing. They will be much cheaper to produce, lighter, can run for about a week on a battery charge, and are seen clearly without glare in bright sunlight. Advanced versions of new-generation screen technology are expected to be thin and flexible. Imagine a magazine-sized screen that can be rolled up like a scroll and tucked away in your pocket. Some people are already calling this “electric paper.” Sprint recently started an ad campaign to prep cell phone users for the paper-liberating devices to come. Continued on page 29 2 n d I ss u e 2 0 0 9

Like this article? THEN GIVE IT A TWEET prevention. The program will eventually expand to the entire South Bay. While most environmental consulting can be pricey, Tech Go Green has managed to get around that obstacle. “We filed for nonprofit status so that the small businesses we work with wouldn’t be hampered by consulting fees,” she said. “This allows us to secure outside funding to cover those fees and allows businesses to spend more money actually implementing our recommendations.” Such recommendations are not only meant to be eco-friendly, but also help the bottom line. “It’s a win-win situation for the business and the environment,” Ramirez added. While Tech Go Green’s business analysis identifies every possible and even obscure energy-wasting behavior, one high-profile area is

the biggest offender: lighting. “You don’t need a consultant to tell you your lighting isn’t energy-efficient,” said Ramirez. “But lighting alone can save thousands of dollars. Also, bathroom fixtures and toilets can make a huge difference.” Ramirez added that changing employee mindsets is also critical. “We look for the best way to educate employees on green issues and how to change their behavior at work,” she said. “Turning on a screensaver doesn’t reduce energy consumption, for example. On the other hand, even if you install energy-efficient lighting, it defeats the purpose if you leave it on at night. Our goal is to educate them about going green so they in turn spread the message to their friends, family and people in the community to do the same.”n Brian Simon is a freelance writer who lives in El Segundo.

Continued from page  Although constructed from rigid plastic and glass, the lightweight Amazon Kindle is the first device to reach consumers that uses electrophoretic technology. Originally launched in November 2007, this first-generation advanced electronic reader makes an extraordinary leap in functionality. It can download from a selection of 230,000 book titles, purchased for $9.99 each and delivered through existing wireless networks. The cost savings alone on book purchases offsets the $359 price tag for the device. Plus, Amazon.com provides wireless access with the purchase of the device. The system backs up all user downloads in case a device is lost or another one is purchased. If you want to use it to read your own documents, you can email your .pdf or Word files to the device and go to it. As with all first-generation technologies, the Amazon Kindle and its few competitors have notable limitations. Electrophoretic display screens are only available in black and white and the Amazon Kindle has a screen about the size of a paperback book. Despite its limitations, major newspapers, magazines and even

blogs are already providing content available for download. The periodical market is set to explode when future generations of advanced screen technology offer full-size page display in color. However, we will still be reliant on LCD technology to stream moving pictures and video for the foreseeable future. But the road ahead is paved and the horizon is becoming clear. Sony has a competing product and iRex, a Dutch firm, launched a product last year. As new products are innovated and industry standards are set, it’s only logical that much of the paper we produce now will no longer be wanted or needed. But the demand to read will always be there and whatever form we ultimately use to deliver it, rest assured the publishers you have always known will be here to serve you. Most of them must need to break their pulp addiction. Perhaps the green revolution will knock some sense into them.n David Whitehead is the Publisher of Business Insider Magazine. He can be reached by email at [email protected].

Continued from page 25 you, again consider settling. An amount less than the judgment plus a waiver of an appeal might just resolve the case.

goals and resources at every step in the process and to work with a legal professional who understands your needs. So if you should be handed papers, stop and take a deep breath. You are in for a fight, but you will improve your chances and minimize your losses if you understand what you are up against and approach it not as an emotional issue, but as a business problem to be solved as efficiently as possible. n Kurt Andrew Schlichter is a business litigator and a partner at Schlichter & Shonack, LLP, in Manhattan Beach, a six-attorney law firm primarily focusing on the representation of businesses and businesspeople ranging from Fortune 500 companies to individual entrepreneurs. He writes frequently on legal issues. This article does not constitute legal advice and does not establish an attorney-client relationship. Consult an attorney regarding your individual situation.

Step Seven: Appeal You can appeal an unfavorable judgment, but about 80 percent of appeals fail. That is not surprising, since appeals do not test the facts found by the juries, but rather the judge’s legal rulings. Things like the improper introduction of evidence or the incorrect application of law are typical appellate issues. What the court of appeals will not look at are facts – the court of appeal will almost never override a jury’s finding of fact. For that reason, and because it is extremely expensive, you should carefully consider whether to appeal. Business litigation is a long, complex process that takes considerable time and money. The key is to think about your business 2 n d I ss u e 2 0 0 9

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