To The Shard! (I think it should always have an exclamation mark) on a crisp March morning for a presentation and a breakfast by Readly.
Readly are the new “all you can eat” subscription service for magazines. You pay a tenner a month and get to access to all the magazines – current issues and back issues – on their service. That’s currently 400 different magazines from across Sweden (where Readly launched), the US (now live) and the UK (which is launching in the next few days). There seem to be around 120 UK titles on the site at present, with IPC and Haymarket being the two larger publishers present. More publishers and titles will presumably be added over the next few weeks.
The editions are ‘just’ flat PDF versions rather than anything more sophisticated. I’ve always had reservations about this way of going digital (and I go back over ten years here, when the Telegraph were looking at producing page-turner editions using Olive software), but Per Hellberg, Readly’s CEO, made a strong case for this type of product as the best option for a “magazine buffet” service.
Primary among the reasons is to give the customers a standard experience – any title they read or browse on the service will have the same navigation and the same features; there’s no need to have to come to terms with different publishers’ preferred UX. Second is consumer conservatism – despite what us publishers might want, many readers like (or don’t actively dislike) the consistency of experience between print and digital.
A third reason is ease for publishers. A standard format from the press-ready print files means no extra work to get titles live and allows for back issues to be uploaded without any format conversion. The whole subject of back issues is important, and I’ll come back to this in a second.
Per’s overarching philosophy is this – there’s nothing wrong with the content that’s being produced, so why would Readly want to change that (“Netflix don’t re-edit movies they show”) – the challenge for the market is in distribution, accessibility and marketing. And on customer acquisition over the next three years Readly are planning to spend £100 million across the UK, US, Germany and other territories. (Bloody hell, that’s a marketing budget.) (more…)